A machine on paper, noise in reality
On paper it looked like a machine, hundreds of leads at single-digit cost. But 816 reported conversions for 7,035 dollars in a month is implausible for legal.
Smart Bidding was optimising toward any call, so budget flowed to unqualifiable contacts while the reported metrics kept improving.
Three moves, in order
Separated recorded from real
We split recorded conversions from plausible real inquiries to see the true number behind the dashboard.
Exposed the intent mismatch
The search terms showed budget going to free and state foster-adoption seekers and to competitor-firm names.
Prescribed qualified-inquiry tracking
Track qualified inquiries as the primary conversion, add a legal negative program, and bid conservatively.
In legal, lead quality is the entire game. An 8.62 dollar lead that cannot become a case is more expensive than no lead at all.
The lead illusion, exposed
The audit showed the account was counting raw calls and contacts, not qualified inquiries, producing an unbelievable 816 conversions at 8.62 dollars while budget leaked to searches that could never become cases. The prescription: qualified-inquiry tracking as the primary signal, a legal negative program, and conservative bidding.
These numbers are real. We will show you live.
Every figure on this page came from a real account. Book a call and we will screen-share the actual dashboard and walk you through these exact numbers, live, so you know they are real and not a screenshot anyone could fake.