Track PI leads from Google Ads (clicks → retainers)
If you only track “clicks,” you’ll optimize the wrong thing. The goal is signed retainers. Here’s a simple tracking setup that connects Google Ads activity to actual case outcomes.
1) Decide which “lead capture” you’re using
Google Lead Form asset
Leads are captured inside Google. A “click” may open the form and never reach your website. You must export/download the leads from Google Ads.
Website form
Traffic lands on your site, submits your form, and you receive it via email/CRM. You can capture UTMs and click IDs.
Phone calls
Calls from ads (extensions) or from your site. Use call tracking so you can attribute calls to campaigns/keywords.
2) If you use Google’s Lead Form: export leads the right way
Google’s lead form leads do not automatically appear in your inbox unless you set it up. In Google Ads, download a CSV regularly or connect your CRM via an integration so you don’t lose leads.
- Download leads (CSV) at least daily
- Record “lead received time” so you can measure speed-to-contact
- Tag leads by campaign/ad group/asset so you can see what actually converts
3) If you send traffic to your site: capture UTMs + track outcomes
Use UTMs on every ad so your intake/CRM knows exactly where the lead came from. Keep it simple:
- utm_source = google
- utm_medium = cpc
- utm_campaign = [campaign name]
- utm_content = [ad or asset]
- utm_term = {keyword} (if you’re comfortable with dynamic insertion)
Then add simple intake statuses: New → Contacted → Qualified → Signed / Not a case. That’s enough to calculate cost per signed case.
4) For calls: use call tracking + a clear billable definition
If you’re buying or generating calls, you need two things:
- Attribution: which campaign/keyword generated the call
- Quality: whether the call meets your billable definition
5) The KPI dashboard that matters
Track a small set of metrics weekly. This prevents “vanity metric” optimization:
Cost per lead
Spend ÷ leads captured.
Qualified %
Qualified leads ÷ total leads.
Signed retainer %
Signed cases ÷ billable/qualified leads (your close rate).
Cost per signed case
Spend ÷ signed cases. This is your scale decision metric.
Operational KPIs like answer rate and missed-call recovery can move performance faster than changing keywords. See the intake playbook.
Next step: match PI inventory to your tracking
Tell us your target states, hours, cap, and how you want to measure success (qualified vs signed). We’ll confirm what inventory exists and what fields are available for screening and reporting.