Google Ads Audit Checklist for Personal Injury Lawyers

Use this Google Ads audit checklist for a personal-injury lawyer in order: define the decision, verify jurisdiction and accident type, separate urgent from informational intent, test calls and forms, inspect ethical and confidentiality boundaries, reconcile intake and matter stages, and compare signed or collected matters with case cost.

This is a self-service educational checklist, not legal advice, a compliance opinion, or an automated adz.so audit. Gather account exports, search terms, call and form records, landing captures, intake and matter stages, fees, costs, referral data, consent tests, and approved offline imports. Consult Google Ads Help and current Google Ads policy guidance.

1. Establish scope and evidence

[ ] Record dates, jurisdictions, courts, accident categories, languages, intake hours, attorneys, referrals, campaigns, pages, phone numbers, CRM, and conversions.
[ ] State whether the question concerns qualified accident demand, geographic waste, urgent calls, intake quality, consultations, signed matters, case value, or margin.
[ ] List call, form, chat, consultation, conflict check, deadline screen, qualification, engagement, fee agreement, case stage, recovery, referral, decline, and invalid-lead stages.
[ ] Preserve settings, searches, calls, forms, intake stages, changes, matter outcomes, fees, costs, referrals, collections, and imports.
[ ] Assign source, owner, priority, and proof condition to each finding.

Keep contact, qualified intake, consultation, engagement, recovery, collection, referral, decline, refund, and support distinct. Never put medical or accident facts in the checklist.

2. Validate jurisdiction and accident settings

[ ] Map accident categories, jurisdictions, courts, locations, hours, devices, networks, languages, audiences, budgets, bids, call assets, disclaimers, and pages.
[ ] Compare advertised coverage with license, admission, service area, intake hours, conflict capacity, referral network, and matter eligibility.
[ ] Check location options, exclusions, city or postal targeting, jurisdiction wording, language, and urgent or deadline claims.
[ ] Identify outside-jurisdiction, insurer, provider, existing-client, law-school, information, and referral queries.
[ ] Record changes to location, budget, bid, ad, disclaimer, phone, form, conversion, and exclusions.

A person searching from a target city does not prove the accident, defendant, or matter is within jurisdiction.

3. Classify accident and urgent intent

[ ] Separate vehicle, truck, motorcycle, pedestrian, workplace, premises, product, medical, wrongful-death, catastrophic, and hit-and-run demand.
[ ] Review timing, urgency, deadline, insurance, settlement, provider, research, and existing-client paths.
[ ] Record query, accident type, jurisdiction, timing supplied by the contact, page, call or form, intake outcome, and owner.
[ ] Check urgent messages reach a responsive intake path and do not promise liability, case value, or an outcome.
[ ] Separate support, referrals, and information from new matter acquisition.

Do not infer accident facts, legal status, medical condition, or eligibility from a query or audience interaction.

4. Test calls, forms, and ethical pages

[ ] Test mobile and desktop paths during intake and closed hours.
[ ] Confirm firm identity, jurisdiction, accident categories, consultation availability, phone, tracking, disclaimers, privacy notice, form questions, conflict instructions, and emergency direction.
[ ] Flag best, guaranteed, no-fee, entitled, result, recovery, or settlement wording without required review or substantiation.
[ ] Check form handling for sensitive facts, claim numbers, medical details, addresses, and opposing-party information.
[ ] Identify unanswered calls, wrong numbers, insurer or provider calls, referrals, existing clients, short hang-ups, duplicate forms, and lost IDs.

Keep confidential facts and identity data in approved systems.

5. Test intake, conflicts, and matter stages

[ ] Trace click, call, form, chat, consultation, conflict check, deadline or eligibility screen, appointment, engagement, fee agreement, matter, demand, negotiation, litigation, recovery, fee, payment, referral, decline, and support.
[ ] Confirm calls and forms fire once with stable ID, source, campaign, accident type, jurisdiction, value, and stage.
[ ] Reconcile Google Ads with call logs, intake CRM, scheduling, conflict system, matter management, billing, payment, referral records, and approved offline imports.
[ ] Separate contact from qualified intake, intake from consultation, consultation from engagement, and engagement from collected fee or recovery.
[ ] Review call duration, missed calls, after-hours, imports, attribution windows, time zones, consent, and currency.

Preserve unexplained stage or record joins as findings, not definition changes.

6. Review case economics

[ ] Capture intake labor, attorney time, screening, medical or expert cost, filing, investigation, referral fees, duration, collections, refunds, write-offs, and recovery timing.
[ ] Compare reported leads and value with signed and collected matters by accident type, jurisdiction, stage, device, campaign, referral, client status, and fee model.
[ ] Identify ineligible jurisdictions, urgent matters the firm cannot staff, consultations that do not become engagements, long-collection matters, high investigation cost, and omitted case expenses.
[ ] Check fee, referral, contingency, collection, and recovery assumptions have responsible owners.
[ ] Mark profitability unknown when stage, collection, duration, cost, or recovery evidence is missing.

Lead volume and return on ad spend alone do not prove case profitability.

7. Check consent and confidentiality

[ ] Test forms and tracking with consent granted, denied, changed, and withdrawn.
[ ] Define owners for lead IDs, intake stages, conflict records, matter records, billing, and offline imports.
[ ] Keep names, addresses, accident facts, medical records, claim numbers, recordings, and documents in approved systems.
[ ] Document only behavior needed to prove conversion and intake measurement.
[ ] Assign an owner to unresolved privacy, advertising, referral, or local-rule questions.

Do not put a person’s legal problem or medical details in the audit sheet.

8. Close findings with proof

For each failed checkbox capture account, campaign, accident type, jurisdiction, urgency, location, query, device, phone, form, page, lead or call ID, intake stage, conflict status, consultation, engagement, fee, recovery, collection, referral, cost, consent, claim, policy reference, impact, owner, priority, action, proof condition, retest result, and limitation without confidential facts.

Prioritize tracking and consent failures; jurisdiction, accident-type, urgency, phone, form, page, disclaimer, policy, and routing mismatches; intake, conflict, deadline screen, consultation, engagement, fee, recovery, referral, and margin gaps; irrelevant, existing-client, provider, insurer, law-school, opposing-party, support, or ineligible-jurisdiction intent; then campaign and intake tests.

Personal-injury handoff

End with what is proven, what should be corrected or paused, what can be tested, and what remains unknown. This is a repeatable review aid, not legal advice, a compliance opinion, or an automated adz.so audit. For deeper context, see how to audit Google Ads for personal injury lawyers and keep recommendations grounded in the firm’s jurisdictions, intake capacity, accident categories, ethics review, matter stages, and economics.