Willstone

For estate planning, trust, probate & elder-law firms

More estate planning consults from Google, booked for you.

I run your Google Search ads and Local Services Ads myself, overhaul your Google profile, and set up an AI receptionist that answers missed and after-hours calls and books the consult. You get your numbers every Monday. One flat monthly fee, and your firm owns every account.

Email me See pricing

Or just reply to my email. I answer within one business day.

Founder video from Andre Tolu, coming soon
Watch: 90 seconds from AndreVideo coming soon.
  • Live in 14 daysonce your onboarding checklist is complete, or month 2 is free.How the clock works
  • One flat feeNever per lead, consult or client, and never a share of your fees.
  • You own it allEvery account is opened in your firm's name.
  • You approve it allEvery ad, page and script, in writing, before it runs.

Now taking on firms in California, Arizona, Nevada, Colorado, Washington, Oregon and Utah.

Estate calls don't keep office hours. A family dealing with a hospital stay or a recent death calls when they can, and if that call goes to voicemail, the next firm on the map is one tap away. My job is to make sure your firm shows up, picks up, and books the consult.

§ 1 · The work

What I do for your firm

Six pieces, set up together and run by one person: me.

  1. Google Ads, run by me

    Search ads for living trust, will, probate, trust administration and elder-law searches in your area, plus your Local Services Ads (the "Google Screened" listings), all in accounts in your firm's name. Plenty of agencies hand your ads to an offshore team. I make every change myself, and you can reach me directly.

  2. Your Google profile, done right

    Services, categories, hours, photos and posts set up for each real, staffed office, plus review requests that go to every client. No review gating, no incentives, and replies never confirm that anyone was a client.

  3. An AI receptionist that books consults

    It picks up missed and after-hours calls, says up front that it's an AI and that the call is recorded, takes the caller's details and books the consult on your calendar. Urgent calls go to the number you choose. It never gives legal advice.

  4. A text confirmation, right away

    Callers who say yes get a text confirmation right away, so they don't move on to the next firm. Texting switches on once the carriers approve your registration, usually a few weeks after kickoff.

  5. A report every Monday

    Calls, the share answered, consults booked, ad spend, cost per booked consult, and what I changed and why, in your inbox every Monday morning.

  6. One flat fee, and you own it all

    Never per lead, per consult or per client, and never a share of legal fees. Your ad account, Google profile, phone number, pages and data stay in your firm's name.

§ 2 · After hours

What happens to a call at 7:40 PM

Your office closed at 5:30. Here is the same call, start to finish, with the AI receptionist in place.

SampleTimes, names and wording are illustrative. Your attorney approves the real script in writing before it takes a single call.

  1. A search

    Someone in your city searches "probate attorney near me." Your ad shows, with your firm's name on it, and they tap to call.

  2. The call is answered

    Your office is closed, so the call forwards to the AI receptionist, on a line in your firm's name.

    SampleTranscript, shortened

    1. AI receptionist"Thanks for calling [your firm]. I'm an AI assistant that answers calls for the firm through an outside phone service, and this call is recorded. How can I help you today?"
    2. Caller"My mom passed last month. Do we have to go through probate?"
    3. AI receptionist"I'm so sorry for your loss. That's a good question for the attorney. I can't give legal advice, but I can set up a time for you to ask them."

    If the caller would rather not be recorded, it ends the call so nothing more is recorded, and your office follows up during business hours.

  3. Only what's needed to book

    Name, number, the kind of matter, the county, the names of other people involved (for your conflict check), whether it's urgent, and a good time. It doesn't ask about assets, account numbers, medical details or what's in anyone's documents.

  4. The consult is booked

    It offers times from your calendar, following your list of matters and counties, reads the booking back and waits for a clear yes.

    1. AI receptionist"You're booked for Tuesday at 10 a.m. Just so you know, setting up a consult doesn't make you a client of the firm yet. The attorney will go over that with you."

    Urgent matters, like a hospital stay or a probate deadline, are flagged under your rules and sent to the number you choose.

  5. One text, only with a yes

    It asks whether the caller wants one text confirming the consult. Only a clear yes counts, and the yes is logged. Texting starts once the carriers approve your registration.

  6. Your office picks it up

    The booking, the recording and the transcript are waiting in accounts in your firm's name.

  7. Monday

    It's in the numbers

    The call and the booking show up in your Monday report, as totals only.

§ 3 · Reporting

One short email, every Monday

Every Monday morning you get the week on one page: calls, how many were answered, consults booked, ad spend, cost per booked consult, and what I changed and why.

It shows totals only. Caller names, recordings and transcripts stay in accounts in your firm's name. If your office tells me which consults signed, I'll add that line so you can see the real return.

For the first 90 days I also check in with you every two weeks. After that, a 30-minute call each month.

Sample

Willstone · Monday report

[Your firm], week 6

Sample figures for one week. Made-up numbers.
Calls from your ads and Google profile34
Answered by your office or the AI receptionist3397%
Answered after hours by the AI receptionist11
Consults booked9
Ad spend$1,920
Cost per booked consult$213

What I changed and why

  • Blocked "free will template" searches: 41 clicks, no calls.
  • Moved budget toward "trust administration attorney" searches, which drove the most calls.
  • Sent you a new probate ad. It won't run until you reply "Approved."

Sample report. Made-up numbers to show the format. Not results from any firm, and not a forecast.

Want to know if this fits your firm?

Email me your firm and city. On a 20-minute call I'll go over your Google profile, your site and what trust and probate searches cost near you, and tell you straight whether it fits.

Email me

§ 4 · Process

How it works

  1. A 20-minute call

    I look at your Google profile, your site and what ads would cost for trust and probate searches in your city, and tell you straight whether it fits. If the numbers don't work, I'll tell you not to hire me.

  2. Live in 14 days

    Once your onboarding checklist is complete, your Search ads, AI receptionist and Google profile go live within 14 days, or your second month is free.

  3. Numbers every Monday

    You get the Monday report, a check-in every two weeks for the first 90 days, then a call each month. Email me any time and I reply within one business day.

How the 14-day clock works

  • "Live" means three things: Search ads running, the AI receptionist answering, and your Google profile updated.
  • Day 1 is the day after I email you that your onboarding checklist is complete.
  • Days spent waiting on your side pause the clock. So do Google verification, Google's Local Services screening and carrier text-message approval, which run on their own schedules.
  • You have up to 3 business days for each approval. The plan assumes about 1, and any extra days pause the clock.
  • If I miss the deadline, month 2 is free. It's a one-time credit and doesn't cover setup or ad spend.
  • If an item waits on your side for more than 10 business days, the 14-day promise ends. The work keeps going.

Full terms are in the agreement.

SampleGoogle takes a few days to verify your profile after day 8. The clock stops, then picks up again at day 9.

See the day-by-day launch plan
  1. Kickoff
    A 45-minute kickoff call

    I walk you through the onboarding checklist, you grant access live, and I open the AI receptionist and texting accounts in your firm's name. The texting registration and the Local Services application start here.

    You: your attorney, about 45 minutes.

  2. Days 1–4
    I build everything, paused

    An audit of your ads, Google profile and local competitors. Search campaigns built in your account and left paused. Ads written, each carrying your firm's name. The AI receptionist built on your firm's line and connected to your calendar.

    You: nothing.

  3. Day 5
    Approval packet to your attorney

    Ads, keyword themes, Google profile changes, the AI script (including after-death and urgent calls) and the text templates.

    You: approve or mark edits, within 3 business days.

  4. Days 6–7
    25 scripted test calls

    Legal-advice fishing, after hours, urgent calls, elderly callers, an adult child calling for a parent, out-of-scope matters and a caller who declines recording. I fix what fails.

    You: nothing.

  5. Days 8–10
    Edits, a real test booking, sign-off

    I apply your edits the same day, publish the approved profile changes, and have the AI book a test consult on your real calendar.

    You: a 15-minute test call, then a written "Approved to launch."

  6. Day 11
    The AI receptionist is answering

    A 15-minute session with your office manager turns on forwarding for missed and after-hours calls, then 6 live test calls from different phones.

    You: your office manager, 15 minutes.

  7. Day 12
    Search ads go live

    I check search terms at midday and end of day, then email you "You're live," confirming all three with dates.

    You: nothing.

  8. Days 13–14
    Spare days

    Built-in slack. I check search terms and calls both days.

  9. Day 15
    Your first Monday report

    Then a 30-minute launch review that week. Local Services listings and texting start when Google and the carriers finish their approvals, outside the 14 days.

Days are calendar days. If an approval takes longer than a day, the later days move back by the same amount.

§ 5 · Ethics

Built around lawyer-advertising rules

I'm not a lawyer. Your ethics counsel has the final word on anything that runs under your firm's name, and I'm glad to send the agreement straight to them.

  • A firm attorney approves every ad, page and script in writing before it goes live. I keep a dated log of every approval.
  • Every ad carries your firm's name, and every page it sends people to names the responsible attorney and office.
  • Flat fee only. I don't refer clients, I take no part of your fees, and I never send your callers to another firm.
  • The AI receptionist only takes details and books consults. Any legal question goes to your attorney, and it never places outbound calls.
  • Texts go only to callers who said yes.
  • For my founding firms, I won't run Google Ads for another estate planning firm within 10 miles.
  • I never ask for your passwords. Access comes through invites, and no contractor ever gets access to your Google Ads or Local Services accounts.

§ 6 · Pricing

Pricing, in full

One flat monthly fee, published here. Never per lead, consult or client, and never a share of your fees.

First 3 firms

Founding

$2,900/ month

No setup fee

Open to the first 3 firms that sign by January 29, 2027. Estate planning is a new focus for me, so my first three firms get founding terms.

First term: $8,700 over three billed months, plus your ad budget.

Ask about a founding place

Standard

$3,500/ month

$2,500 one-time setup

For every firm after the three founding places fill, or after January 29, 2027.

First term: $13,000 over three billed months including setup, plus your ad budget.

Email me

Both include

  • Google Search ads and Local Services Ads, run by me
  • Your Google profile overhauled
  • The AI receptionist for missed and after-hours calls
  • Text confirmations for callers who say yes
  • The Monday report
  • Check-ins every two weeks for 90 days, then monthly
  • Live in 14 days, or month 2 is free
  • Replies within one business day

Paid directly, never marked up

Ad spend goes from your card straight to Google, with no markup. You set the budget and can lower it any time. Local Services Ads charge per lead, but that's Google's ad pricing, paid by you to Google, like a click. I get none of it, and my fee doesn't change. The AI receptionist, phone and texting accounts are in your firm's name, so each provider bills your firm directly.

Terms in plain words

Billing starts at go-live or 30 days after kickoff, whichever comes first, monthly in advance by ACH. The first term is three billed months. Give 30 days' notice during your second billed month and you're done when the third ends. After that it's month to month on 30 days' notice. Leave during the first term and the rest of it is still due, except under the two exits below.

Two ways out early

If I can't personally run your account for more than 10 business days, you can leave right away, with no notice period. The agreement also lets you end it if your professional obligations require it. Either way, every account is already in your firm's name.

§ 7 · The founder

Who you'd work with

I'm Andre Tolu, the founder of Willstone. I've run my own businesses for about six years, and I've run Google Ads for local service businesses, including my own. I built Willstone around the part that's easiest to lose: the call that comes in after the office closes.

Willstone is just me, on purpose. A lot of agencies sell you on a senior strategist, then a junior or outsourced team runs the account day to day. I build your ads, I make every change in your account, I watch it every week, and I answer your emails myself.

I take on a small number of firms so each one gets my full attention. If it's not a fit, I'll tell you on the first call.

Andre Tolu Founder, Willstone · San Diego

§ 8 · Questions

Questions worth asking

Which firms do you work with?

Estate planning, trust, probate and elder-law firms in California (outside San Diego), Arizona, Nevada, Colorado, Washington, Oregon and Utah. I keep the number of firms small on purpose. My founding firms also get a 10-mile radius: I won't run Google Ads for another estate planning firm within 10 miles of theirs.

Does this fit my state's lawyer-advertising rules?

I built it around the rules on referral fees, fee-sharing and lawyer advertising: one flat monthly fee, never per lead or a share of fees, only your firm promoted, under your name, and nothing live without a firm attorney's written approval. I'm not a lawyer, so your ethics counsel should confirm it for your state. I'm glad to send them the agreement.

Local Services Ads charge per lead. Isn't that what you avoid?

That's Google's ad pricing, paid by you directly to Google, like a click. I get none of it, and my fee doesn't change.

What will the AI receptionist say, and what won't it do?

Its first sentence says it's an AI and that the call is recorded. It collects only what's needed to book and run your conflict check, screens by your list of matters and counties, and gives out-of-scope callers wording you've approved. It never gives legal advice, never says a booking makes someone a client, and never places outbound calls. Before launch it goes through 25 scripted test calls, and you can review every transcript.

Will it replace my front desk?

No. In the usual setup, calls ring at your office first, the same as now. Only calls that go unanswered after about four rings, hit a busy line or come in after hours go to the AI line. Your main number never changes.

What if an adult child calls about a parent?

It notes who is calling and for whom, books in the prospective client's name and flags it for your office. Your rule decides whether the parent needs to be on the consult.

Can you promise a number of consults?

No. Nobody honest can promise leads, consults, clients or rankings. What I commit to in writing: live within 14 days of your completed checklist or month 2 is free, a report every Monday, and every change in your Google Ads account made by me.

How much should my firm spend on ads?

It depends on your city and the work you want more of. On the 20-minute call I look at what trust and probate searches cost near you and recommend a starting budget. Ad spend goes from your card straight to Google, and you can lower it any time.

How much time does this take from my firm?

Your attorney: about 45 minutes at kickoff, 30 minutes on the first approval packet, a 15-minute test call and a few minutes for final sign-off. Your office manager: an hour or two gathering the checklist items, plus 15 minutes to switch on call forwarding. After launch, a few minutes per new ad.

You're one person. What if you're unavailable?

Everything is in your firm's name, so nothing is lost. And it's in the agreement: if I can't personally run your account for more than 10 business days, you can leave right away, with no notice period. It's also why I take on a small number of firms.

Who owns everything if my firm leaves?

Your firm. Your ad accounts, Google profile, phone numbers, the AI receptionist and texting accounts, pages, recordings and data are all opened in your firm's name, and access is never withheld, even in a billing dispute. I never ask for your passwords; access comes through invites.

When do the text confirmations start?

Once the phone carriers approve your firm's texting registration, usually a few weeks after kickoff. That approval is outside the 14 days. Texts only go to callers who said yes.

Contact

Talk to me directly

Email is the fastest way to reach me. Tell me your firm and city, and I'll reply within one business day.

andre@willstone.net

Or just reply to my email.

Prefer to start small? Ask for the 3 changes I'd make to your Google profile.