Optimise for matters, not enquiries
One retained matter can be worth more than a month of ad spend. Volume metrics tell you nothing about that. We tie each call to a practice area and a value, so you bid on the work you actually want.
"family lawyer property settlement"
Routed to Intake team
Outcome
Consultation booked · sent as a conversion
The problem
What firms are missing.
Practice areas are worth wildly different amounts
A conveyancing enquiry and a personal injury enquiry cost roughly the same click but are not remotely the same business. Blended cost per lead hides which side of the practice your spend is actually feeding.
Intake quality is invisible to your ad platform
Google optimises toward whatever you tell it a conversion is. Tell it "a phone call" and it will find you the cheapest callers — people outside your jurisdiction, existing clients, and cold sales calls.
The reporting arrives too late to act on
By the time a matter is opened in your practice management system and someone reconciles it against a campaign, the quarter is over and the budget is spent.
On every call
The signals that matter in your industry.
Generic call tracking gives you a number and a duration. We capture the things a firm would actually ask about a call.
Practice area
What the caller actually asked about, tagged from the conversation.
New enquiry vs existing client
Acquisition measured separately from client service.
Consultation booked
The moment that matters, captured as the conversion.
Jurisdiction signals
Location cues that flag enquiries you cannot act on.
What you get
Built around how you actually work.
Practice-area attribution
Every call is tagged to the area of law it concerns, so you can see cost per enquiry for family, commercial, property and injury separately.
Optimise for the enquiries you want
Send only the calls carrying the labels you choose as conversions, so the algorithm learns from real matters instead of every ring.
Intake performance
Answer rates, hold times and booking rates for the intake team, matched against the campaigns that generated the calls.
Keyword-level evidence
Trace a retained matter back to the exact keyword and ad that produced it, with the gclid intact.
Questions
Things firms ask us.
Are call recordings a confidentiality problem?
They can be, which is why recording is optional and configurable per number. Attribution and practice-area tagging can run on metadata alone. Our guide to Australian recording law covers the consent rules by state.
Can we optimise for one practice area over another?
You choose which AI labels are sent on as conversions, so you can report on every practice area while only training Google Ads and Meta on the matters you want more of.
We get a lot of cold sales calls. Do those pollute the data?
They are tagged and excluded before anything is pushed as a conversion, so your bidding is never trained on them.
Related use cases
Health & Dental
Separate new patient bookings from admin calls, with recording controls built for health information.
Local Services
Separate Business Profile, Maps and directory calls from everything else, and hold each renewal to its numbers.
Multi-location Brands
Centralised reporting with location-level attribution, so the outliers surface instead of averaging away.
Ready to prove your phone leads?
See what Enfonica Call Tracking looks like for legal & professional.