Sample report. Made-up numbers for a fictional firm, to show the format. Not a forecast or a typical result.
Sample Monday report
What you get in your inbox every Monday
Every Monday I send you a short report on the week before: calls, how many were answered, consults booked, what the ads cost and what I changed. It shows totals only. Caller names and matter details never go in the email.
Below is a full sample for a fictional firm, laid out the way the real one is every week. The report is part of the flat monthly fee. I also check in with you every two weeks for the first 90 days, then monthly.
Example Estate Law: week of to
From Andre Tolu, Willstone, to Example Estate Law, Your City. Sent .
Sample report. Made-up numbers for a fictional firm, to show the format. Not a forecast or a typical result.
The short version
44 calls, 43 answered. The AI receptionist answered 11 of them, 5 after hours. 6 consults booked, 3 from the ads, at $342 each in ad spend.
Calls and consults
Calls
| Calls | This week | Last week | 4-week average |
|---|---|---|---|
| Calls to your office | 44 | 41 | 39 |
| Of those, from your ads and Google profile | 14 | 12 | 11 |
| Answered by your team | 32 | 30 | 28 |
| Answered by the AI receptionist | 11 | 9 | 8 |
| Of the AI's calls, after hours (these would have gone to voicemail) | 5 | 3 | 3 |
| Missed (caller hung up before anyone answered) | 1 | 2 | 3 |
| Answered | 98% | 95% | 92% |
This week's 14 calls from your ads and profile: Search ads 5, Local Services Ads 4, Google profile 5. Website form inquiries: 2 (last week 1). Your office follows up on those.
Where this week's consults came from
| Source | This week | Last week |
|---|---|---|
| Search ads | 2 | 2 |
| Local Services Ads | 1 | 1 |
| Google profile | 2 | 1 |
| Other: referrals, past clients, your website (not from an ad) | 1 | 1 |
| Booked consults, total | 6 | 5 |
| Booked by the AI receptionist after hours (already counted above) | 2 | 1 |
"From the ads" means Search ads plus Local Services Ads: 3 this week, 3 last week. Consults from your Google profile are counted separately.
How consults went
| Outcome | This week | Last week |
|---|---|---|
| Consults held | Your reply | 4 |
| No-shows | Your reply | 1 |
| Signed (if your office tells me) | Your reply | 1 |
Your office sends me these as counts, with no names. I fill in this week's column once you reply.
Cost and searches
Ad spend
- This week
- $1,026: Google Search $712 (47 clicks) and Local Services $314 (3 leads charged, 1 credited by Google). Paid from your card straight to Google.
- Cost per booked consult from the ads
- $342. That's $1,026 in ad spend ÷ 3 consults booked from the ads.
- This month so far
- $1,026 of your $4,400 monthly ad budget (23%), on pace for about $4,100. On Search, Google can spend up to twice the daily budget on a busy day, but it won't charge more than your monthly limit.
Searches that led to calls
| What people searched | Clicks | Cost | Calls |
|---|---|---|---|
| living trust attorney near me | 12 | $183 | 2 |
| estate planning attorney | 9 | $139 | 1 |
| probate lawyer | 7 | $118 | 1 |
| trust administration attorney | 3 | $58 | 1 |
| All other searches | 16 | $214 | 0 |
| Search ads, total | 47 | $712 | 5 |
Search ads only. "All other searches" includes the 4 I blocked below.
Searches I blocked this week
Your account started with a standing list of blocked searches: job seekers, do-it-yourself forms, court records and more. These 4 got past it this week. I added them to the list, so you don't pay for them again.
| Search | Clicks | Cost | Why I blocked it |
|---|---|---|---|
| blank last will and testament | 2 | $26 | Looking for a free form |
| probate court phone number | 2 | $29 | Looking for the court, not a lawyer |
| estate planning associate position | 1 | $14 | Looking for a job |
| living trust book | 1 | $10 | Looking for a book |
| Total | 6 | $79 | No calls |
Changes, requests and next week
What I changed and why
- Blocked the 4 searches above. Together they cost $79 and brought no calls.
- Moved $3 a day from your wills ads to your probate and trust administration ads. Over the last 4 weeks, wills-only searches cost the most per booked consult of any group. Your total budget didn't change.
- Set Presidents' Day hours on your Google profile, from the holiday list you approved at launch. Your office is closed Monday, February 15, and the AI receptionist won't offer consults that day.
What I'm watching
Cost per booked consult rose from $311 to $342. At 3 booked consults a week from the ads, one week can swing either way, so I make changes based on 4-week totals.
What I need from you
- Consults from February 1 to 7: held __, no-shows __, signed __. Just reply with the three numbers. A count is enough, no names.
- Approve new ad A-07, a trust administration ad I sent separately, by Thursday, February 11. Reply "Approved" or mark your edits. It doesn't run until you approve it.
- Saturday consults: 3 of this week's 5 after-hours calls came in on a Saturday. If an attorney can take Saturday consults, reply with the hours and who takes them. I'll add them to the times the AI receptionist offers.
Next week
- Launch ad A-07 once you approve it.
- See whether the budget move brings more probate and trust administration calls.
- Two-week check-in call with you on Thursday, February 11, at 10 AM your time.
Counts come from your Google Ads, Local Services Ads, AI receptionist and phone system. Calls under 60 seconds don't count as ad calls. If a number isn't available, I write "not available this week" instead of guessing. Recordings and transcripts belong to your firm and stay out of this email.
How to read this
Cost per booked consult is the number that matters
Clicks and calls can include wrong numbers, spam and existing clients. A booked consult is a prospective client on your calendar. So I divide ad spend by consults booked from the ads and judge it on 4-week totals. If your office tells me how many consults signed, I add that line so you can see the real return. My fee is flat, so no number in this report changes what you pay me.
After-hours answers are calls you'd otherwise miss
If your after-hours calls go to voicemail today, a caller can simply hang up and call the next firm. This line counts the after-hours calls the AI receptionist answered instead. In its first sentence it says it's an AI and that the call is recorded. Then it takes the caller's details and books the consult on your calendar. If a caller doesn't want to be recorded, it ends the call and your office follows up during business hours. It never gives legal advice and never places calls. Read a sample call.
Blocked searches save money
Some searches come from people who aren't looking to hire a lawyer: job seekers, people after a free form, people trying to reach the court. I read the actual searches every week and block the wasted ones, so your budget goes to searches like "probate lawyer."
Your consult data stays with your firm
Booked consults are counted in this report. They are not sent to Google unless you approve it in writing. The report shows totals only. Caller names and matter details never go in the email, and recordings and transcripts belong to your firm.
Want to see how this would work for your firm?
The next step is a 20-minute call. I look at your Google profile, your site and what trust and probate searches cost in your city, and tell you straight whether it fits. If it does, I follow up with a one-page plan for your firm showing the real searches and click costs.
Want to hear the AI receptionist first? Reply "demo" to my email and I'll set up a private demo line built for your firm. Only you get the number, and I shut it off after a week. Ask for a demo line
I don't promise leads, consults or rankings. The one promise is the launch: live within 14 days of your completed onboarding checklist, or your second month is free. Live means Search ads running, the AI receptionist answering and your Google profile updated. Days spent waiting on your side pause the clock. So do Google verification, Google's Local Services screening (license verification and anything else Google requires) and carrier text approval. How the clock works.