Google Ads, a website and a Google profile, run for your firm by one person.

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.

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.

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.

Ads ($2,000 a month plus $1,500 setup) is your Google Search ads and Local Services Ads with quality-based tracking, your Google profile with a post every week, review requests to every client and the Monday report. Full System ($3,500 a month plus $4,500 setup) is everything in Ads, plus a new website, local SEO, the AI receptionist with optional screening and optional consult deposits, and every booking sent to your calendar and client system. Growth ($7,500 a month plus $7,500 setup, by application, 2 firms at most) is everything in Full System, plus Meta ads that bring back site visitors who didn't book with an invite to a live Q&A with your attorney and fill free living-trust workshops or webinars, plus 8 short videos a month. You can add the AI receptionist to Ads for $500 a month plus $500 setup, or retargeting + live Q&A to Full System for $750 a month, setup included. Past-client plan reviews can be added to any plan for $750 per campaign. Full System and Growth also include instant follow-up for website forms and reminders before every booked consult, at no extra cost. The first 3 firms that sign by January 29, 2027 get Full System at $2,900 a month with no setup fee.

Growth is $7,500 a month plus $7,500 setup, by application, and I take only 2 Growth firms at a time, because I do all of it myself. It's everything in Full System, plus two things. First, Meta (Facebook and Instagram) ads that bring back people who visited your site but didn't book, with an invite to a live Q&A with your attorney, and that fill free living-trust workshops or webinars, so you reach families before they ever search. Second, 8 short videos a month, 2 a week: I write the scripts, your attorney films them in a few minutes, and I edit and post them. Your attorney approves every ad and video before it runs. Where a state requires attorney ads to be filed, like Nevada, your firm files them and I provide the approved copy. Meta may treat living-trust ads as financial-services ads, which limits targeting, so I don't promise targeting by age or ZIP code. The first term is $30,000 over three billed months including setup, plus your ad budgets, which go from your card straight to Google and Meta. There's no founding discount on Growth.

Most ad accounts tell Google to find more calls, and a lot of calls are people who were never going to hire you. On every plan, I set up your account so Google is told which clicks became qualified consults, and later, which became paid consults and signed clients. Over time, your budget shifts toward the people worth your firm's time. The honest limits: Google needs a few weeks of data before it learns from this, and a small firm starts by counting qualified bookings until there's enough data to go further. Only click IDs and the booking stage are shared with Google, never client names or contact details unless your firm agrees in writing. It changes what your ads aim for. It doesn't promise a number of consults or clients.

If you want them to, on Full System and Growth. Callers and website visitors can leave a consult deposit when they book, paid straight to your firm through its own payment system, like LawPay or Clio Payments, never to me or Willstone. Your firm sets the amount and the refund policy, and holds the money under its trust-account rules. The AI receptionist never takes card numbers itself; the deposit is paid through your firm's payment page. Your attorney approves the deposit wording before it runs. It's optional, alongside the optional screening questions.

It comes with the retargeting + live Q&A add-on on Full System ($750 a month, setup included) and with Growth's Meta ads. People who visited your site but didn't book see a Facebook or Instagram ad inviting them to a live Q&A your attorney hosts twice a month. Registrants answer your firm's screening questions, and the ones who fit are invited to book a consult. On the call, your attorney gives a short talk on a topic like trusts vs. wills, then answers general questions. There's no individual legal advice on the call, and people are asked not to share private details in the group. Anyone who wants advice on their own situation books a consult. It runs only after your website has a clear privacy notice and consent for advertising cookies, and I keep tracking off your intake, booking and screening pages. Meta may treat estate-planning ads as financial-services ads, which limits targeting, so I confirm that with your firm before launch. The ad account is in your firm's name, and ad spend goes from your firm's card straight to Meta.

Yes, on the Growth plan only: 8 short videos a month that I script, your attorney films, and I edit and post. On Ads or Full System, social media content is quoted separately. Full System can add retargeting ads on Facebook and Instagram with the live Q&A add-on.

On Full System, a fast, simple site on your firm's own domain, up to about 8 pages, with 2 rounds of edits. It's built so the right people click "book," and every page names the responsible attorney and office. Your attorney approves all of the copy in writing. It launches about 2 weeks after your ads and Google profile, because it needs that approval and access to your domain. Hosting is included in Full System at no extra cost. Extra pages are quoted separately.

No. On Full System, every booking goes to your calendar and into your client system. I plug into the one you use, like Clio Grow or Lawmatics. If you don't have one, I set one up in your firm's name.

Anything outside your plan, like social media content on Ads or Full System, or extra website pages, is quoted separately, and nothing extra starts unless you sign for it. Ad spend is separate too, and goes from your card straight to Google.

It's on Full System and Growth, or an add-on to Ads. It sounds natural, not like a phone menu, and its first sentence says it's an AI and that the call is recorded. It answers basic questions, collects only what's needed to book and run your conflict check, asks any screening questions you chose (on fit only: practice area, county, type of matter, urgency and willingness to pay for the consult), 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.

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.

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.

No. Nobody honest can promise leads, consults, clients or rankings. What I commit to in writing: ads and Google profile (and the AI receptionist on Full System) live within 14 days of your completed checklist or month 2 is free, the website about 2 weeks after that, a report every Monday, and every change in your Google Ads account made by me.

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.

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, plus reading and approving the website copy on Full System. 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.

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.

Your firm. Your ad accounts, Google profile, website and domain, client system, phone numbers, the AI receptionist and texting accounts, pages, recordings and data are all 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.

Yes, with the past-client plan reviews add-on, $750 per campaign, on any plan. I write an email inviting your firm's own past clients in for a plan review, because a marriage, a divorce, a move, a death or new assets can leave an estate plan stale. Your attorney approves every word, and it goes out from your firm's own email system, in your firm's name, to your firm's own list. Where your state's rules require it, it's labeled as an advertisement, and every unsubscribe is honored. It invites people to book a review. It doesn't promise how many will.

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 people who said yes.