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RESOURCES
Check your firm. Run your numbers.
Learn what works.
For your marketing and your intake. Pick where to start, or filter by topic below. Most of it is free.
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Every resource
Audits
- Free
Reviews pace audit
Are you earning Google reviews faster or slower than last year?
- Paid
Deep audits
Your ad accounts and intake, matched to signed cases. From $1,950.
Tools
- Free
Channel Mix Calculator
Compare channel allocations against a signed-case goal. See the assumptions behind the numbers and save scenarios.
- Free
UTM Builder
Build consistent campaign links, keep a naming library, and give your team a shared way to track where traffic comes from.
- Free
Speed-to-Lead Audit
Add your phone log and see how many calls a person picked up and how long missed callers waited for a call back, each next to the standard.
Guides
- Free
The LSA Migration Guide
Google is moving Local Services Ads into Google Ads, and your performance history does not come with it. What to save before the 14-day notice, what to decide, and how to judge LSA on signed cases after. Sourced, printable, and made to send to your agency.
- Free
The Intake Metrics Guide
Speed to answer, speed to lead and first-call sign, then the rest of the contact-center numbers a law firm should track. What each one means, what good looks like, and exactly where to pull it in CallRail, Clio, Lead Docket, Litify and more.
Courses
- Free
The Quarterly Budget Course
A ten-lesson course on planning your marketing budget: find where your cases came from, price a signed case, model the plan in the Channel Mix Calculator, set your rules, and check your numbers each month.
- Free
The UTM Tracking Mini-Course
Eleven short lessons on UTMs from scratch: what they are, how to name them, how to set them up in Google Ads and paid social, and how to get them into your intake system. Then build your first links in the UTM Builder.
Reports
- Free
The State of Personal Injury
A 25,000-word field report on the PI marketing landscape in 2026: channel economics, firm benchmarks, competitive dynamics, and the forces reshaping how firms win attention.
Articles
- Free
Where the five-minute callback rule comes from
The famous speed-to-lead numbers come from two studies of sales leads, not law firms. Here is what they found, what they did not, and why we still hold firms to five minutes.
- Free
Why your reports can’t tell you which ad signed the case
The ads are usually tagged fine. The trail goes cold between the click and the intake record. Here are the three usual breaks, and a ten-minute test to find yours.
- Free
A 0% drop rate isn’t a good goal
A drop rate near zero usually means your team is turning away good cases on the first call. Here is how to read the number instead.
Try the other topic, or see every topic for this type.
AUDITS
See how your firm shows up.
Free audits from public data, and paid Deep audits of your channels, run by real people in your accounts.
Free audits
-
Reviews paceAre you earning Google reviews faster or slower than last year? Free -
Google Maps gridWhere do you show up on Google Maps around each office, and where do you disappear? Soon -
AI answersWhen someone asks an AI assistant for a lawyer in your city, does it name you? Soon
From public data, saved to your free account.
See the free auditsPaid audits
- Local Services AdsLSA Deep AuditYour Local Services Ads, checked lead by lead against what signed.$1,9505 to 10 days
- Meta adsMeta Deep AuditWhether your Meta spend signs cases, or only fills the form.$3,0005 to 10 days
- Google AdsPPC Deep AuditWhich campaigns sign cases, and which only buy clicks.$6,0005 to 10 days
- The whole firmStrategy Deep AuditEvery channel, every dollar, and where the next one should go.$9,5002 to 4 weeks
Or bundle them: Paid-media trio $9,500 Parts bought one at a time: $10,950 · Full diagnostic $16,000 Parts bought one at a time: $20,450
TOOLS
Tools that do the math.
Model your channel mix, tag every campaign and check how fast you call back. Free with an account, and your work saves.
- Free
Channel Mix Calculator
Compare channel allocations against a signed-case goal. See the assumptions behind the numbers and save scenarios.
- Free
UTM Builder
Build consistent campaign links, keep a naming library, and give your team a shared way to track where traffic comes from.
- Free
Speed-to-Lead Audit
Add your phone log and see how many calls a person picked up and how long missed callers waited for a call back, each next to the standard.
GUIDES
Guides you can read today.
Step-by-step guides for your marketing and your intake team, with sources you can check.
- Free
The LSA Migration Guide
Google is moving Local Services Ads into Google Ads, and your performance history does not come with it. What to save before the 14-day notice, what to decide, and how to judge LSA on signed cases after. Sourced, printable, and made to send to your agency.
- Free
The Intake Metrics Guide
Speed to answer, speed to lead and first-call sign, then the rest of the contact-center numbers a law firm should track. What each one means, what good looks like, and exactly where to pull it in CallRail, Clio, Lead Docket, Litify and more.
COURSES
Learn it lesson by lesson.
Short courses you work through at your own pace. Free with an account.
- Free
The Quarterly Budget Course
A ten-lesson course on planning your marketing budget: find where your cases came from, price a signed case, model the plan in the Channel Mix Calculator, set your rules, and check your numbers each month.
- Free
The UTM Tracking Mini-Course
Eleven short lessons on UTMs from scratch: what they are, how to name them, how to set them up in Google Ads and paid social, and how to get them into your intake system. Then build your first links in the UTM Builder.
REPORTS
The state of legal marketing.
Deep, sourced field reports on how law firms compete for attention, one practice area at a time. Free to read.
- Free
The State of Personal Injury
A 25,000-word field report on the PI marketing landscape in 2026: channel economics, firm benchmarks, competitive dynamics, and the forces reshaping how firms win attention.
- Immigration lawPlanned
- Mass tortPlanned
- Family lawPlanned
- Employment lawPlanned
ARTICLES
Better marketing. Better intake.
Articles from the Firmatics team. Each one teaches the idea first, then shows you where to find your own numbers.
- Free
Where the five-minute callback rule comes from
The famous speed-to-lead numbers come from two studies of sales leads, not law firms. Here is what they found, what they did not, and why we still hold firms to five minutes.
- Free
Why your reports can’t tell you which ad signed the case
The ads are usually tagged fine. The trail goes cold between the click and the intake record. Here are the three usual breaks, and a ten-minute test to find yours.
- Free
A 0% drop rate isn’t a good goal
A drop rate near zero usually means your team is turning away good cases on the first call. Here is how to read the number instead.
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