People who click on your ads don't always hire you directly. Instead, many legal services consumers begin a client journey that ultimately leads to an offline client retainer, such as at your office or over the phone. By importing offline conversions, you can measure what happens in the offline world after your ad results in a click or call to your law firm. Here's a helpful video from Google:
Importing your law firm's offline conversion events provides a much more comprehensive and meaningful look at which keywords and targeting criteria (for example, geography or time of day) drive the most valuable clients. This data can help you target and optimize your campaigns for increased efficiency.
If you attract potential client leads online, you might want to record a conversion in the following cases:
As you probably experience at your own firm, not every client journey is a linear click, call, client. In fact, my hunch is that most of your clients don't follow that direct path. Further, if you believe that they do, it's more likely that you've got holes in your conversion tracking data.
If you're in the process of evaluating law firm CRM solutions and practice management tools, be sure to ask whether you are able to implement offline conversion imports for Google Ads (at the time of writing, I understand that Lawmatics does).
Many law firms rely on the Google Ads traditional conversion tracking tool. Unfortunately, without importing offline conversions, they're only getting part of the picture with respect to how their advertising dollars are performing. In fact, many law firm Google Ads accounts we review don't have conversion tracking set up or have it misconfigured. This can create a serious misinformation and attribution issue with respect to what media dollars are actually turning into new fees for the firm.
I would encourage you to discuss the possibility of implementing offline conversion imports with your law firm's legal marketing team or digital marketing agency. I can't stress enough the value that this more comprehensive picture of your advertising performance delivers in terms of meeting key business metrics like target cost per client and return on ad spend.
On April 22, 2025, Google sent an email updating Local Services Ads Additional Terms for Providers: Subject: Action required: important updates to Local Service Ads Additional Terms Many people are arguing that lawyers cannot participate in Local Services Ads, as this would constitute a per se violation of the Rules of Professional Conduct related to […]
Conrad and I recently joined Zack at Lawyerist to record a conversation about AI and marketing. You might think that we spend the whole time on how lawyers can use AI to publish content. You'd be wrong. While AI can certainly support publishing, there are many more interesting ways to use it in legal marketing. […]
As more legal services consumers turn to ChatGPT for local law firm recommendations, a fascinating intersection between AI, search, and maps unfolds. While Google remains the undisputed leader in local business data, ChatGPT is increasingly becoming an entry point for searchers seeking legal representation. But here’s the kicker: instead of keeping users within its ecosystem, […]
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I'm grateful for my friend, Charley Mann of Law firm Alchemy. If you're a lawyer, subscribe to his Free Email List. In a recent email, Charley calls out bad guru advice on hiring: "Trying to execute a major SEO improvement? You need to find people who will help you, instead of trying to DIY it […]
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Meh, links! All things being equal, links still tend to move the dial more than any other factor in legal SERPs. Maybe links are having a diminishing impact internet-wide. But in my experience, quality links, especially relevant links (both topically and geographically), tend to improve law firm visibility in search more than most everything else. […]
When you think of "marketing," what's the first thing that comes to mind? Ads? SEO? Social Media? What about: Helping others?Taking the lead? Rallying around your community? Need an example? Learn from Bart Siniard at Siniard Law Injury Attorneys efforts to help rebuild Mary's Pit BBQ. These efforts aren't about marketing. They're about supporting a […]
