Why most reports don't answer the real question
Marketing reports usually stop at what the agency controls: impressions, clicks, cost per click, maybe calls. What happens after the call, whether someone answered, whether the case was signed, lives in your phone system and case management software. Nobody connects the two.
The four numbers to track
- Cost per lead by channel: Google Ads, Local Services Ads, referrals, organic search.
- Response rate: how many leads got a real conversation, and how fast.
- Booked consultations per channel.
- Cost per signed case: spend divided by signed cases, by channel.
Questions to ask your agency
- How many of last month's calls happened after hours, and how many were answered?
- How many clicks came from outside our service area?
- Which keywords produced signed cases, not just calls?
If the answers are vague, the problem might not be the ads. It might be leads leaking after the click.
What the Marketing Auditor does
It connects ad accounts, call tracking and your case data, builds a monthly scorecard of cost per signed case by channel and prepares a fix list you can approve and send to your agency. Combined with an AI intake agent, you fix both sides: the ads and what happens after them.
Start with a free lead-leak audit.
See where your firm is losing leads
We call and message your firm like a real prospect, check your ads and follow-up, and send you a free report.
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