Local PPC Call Audit: Beverly Hills Lawyers Edition
Published: June 28, 2025Read Time: 4 minutes
How to Fix Call Intake Mistakes That Cost Beverly Hills Law Firms Thousands in Ad Spend
For legal firms running Google Ads in competitive areas like Beverly Hills, wasted clicks aren’t the biggest threat—wasted calls are. Many law firms spend thousands per month driving phone leads, only to lose them at the intake level. This guide walks you through the exact call audit process we use to tighten funnels, reduce waste, and improve conversions for LA law firms. Each step takes under 5 minutes—and can make or break your ROI.
Why Most Law Firms in LA Are Losing Clients on the First Call
Legal PPC clicks in Beverly Hills can cost $50–$200. But what happens after the user clicks is rarely optimized:
📉 Inconsistent call scripts
🕔 Missed timing cues (“Call before 5 pm”)
❌ Ad messages don’t match intake tone
Call funnel graphic with broken arrows showing drop-off points like bad script and no call back
You wouldn’t run an ad campaign without testing copy—why run a phone funnel without auditing intake?
Step 1: Ad Copy vs. Call Script Alignment
Ask yourself: does the messaging in your Google Ads match what the receptionist says?
What to audit:
Does the ad say “Available 24/7” but the call goes to voicemail?
Does the ad mention “free consultation” but the caller isn’t told that?
Does the script mention location-specific language (e.g. “Beverly Hills Law Group”)?
Side-by-side split of a Google Ad and a phone script transcript with red-yellow highlights showing mismatch
Even subtle inconsistencies create friction that makes a high-CPC call drop fast.
Step 2: Greeting and Tone
The first 10 seconds of a legal intake call can set the tone. Your greeting should be:
Professional but not robotic
Localized: “Thank you for calling Beverly Hills Injury Law…”
Calm, confident, and empathetic
Bad example: “Law office. Can I help you?” Good example: “Thanks for calling Beverly Hills Injury Law. Are you calling about a new case?”
Smiling receptionist at phone with call bubbles showing tone words like “welcoming” and “localized”
Step 3: Call Routing & Timing Triggers
What if the ad says “Call now” but no one picks up?
Fixes to implement:
Use a local number with area code 310 or 424 for trust
Set business hours properly in Google Ads + extensions
Use call scheduling (e.g. after-hours voicemail: “We’ll call you back by 9am tomorrow”)
Timeline graphic showing hours 8am–8pm with phone icons during peak intake hours for LA law firms
Even better: preload urgency in the script—“Let’s see if we can get you on the calendar today before 5.”
Step 4: Track & Tag Call Outcomes
Do you know which PPC calls convert?
If you’re not tracking outcomes in a CRM, you’re leaving Google’s algorithm blind.
What to track:
Caller ZIP (especially valuable in LA metro)
Duration (e.g. over 90 seconds = likely quality lead)
Outcome (Booked, Info Only, No Answer)
Source (Google Ad + keyword + time)
Use tools like CallRail, HighLevel, or Clio Grow to tag calls by performance.
CRM dashboard with call tags and ZIP filters showing leads by LA neighborhood
Step 5: Turn Your Audit Into an Intake Training System
Once you’ve identified gaps, fix them with a simple training script:
Include exact greeting
Cover key qualifying questions
Build in time-based CTAs (“before 5pm” urgency)
Match the ad copy perfectly
Pro tip: Turn your script into a one-page PDF and place it next to every receptionist’s monitor.
