For law firms, every qualified call has the potential to become a new case, but too often, marketing teams can’t prove which efforts are actually driving them. Adsquire, a Philadelphia-based performance marketing agency focused exclusively on the legal industry, set out to fix that. Their mission: help clients understand which marketing investments actually lead to new cases. With about 35 firms under management, Adsquire focuses on proving where leads come from and using those insights to reallocate budget and strengthen intake.
The agency uses CallRail as the foundation for that clarity. By tracking every call and form, qualifying leads, and surfacing insights from paid and organic campaigns, Adsquire transforms data into actionable strategy. The result is more informed marketing decisions, more effective spending, and stronger relationships with clients.
Attribution gaps let qualified leads go to waste
Calls still account for a large share of new client relationships for law firms, yet many marketers struggle to prove which ads or keywords actually drive the calls that result in new clients. Adsquire discovered that most law firms lacked visibility into which campaigns performed best and were missing critical insights that could improve their results.
Two distinct patterns kept appearing in their clients’ data:
- Attribution blind spots: Tools like Google Ads or Local Services Ads (LSA) provided basic call counts, but couldn’t connect them to case outcomes. Firms were optimizing for clicks instead of qualified leads.
- Inconsistent adoption: Despite the availability of tools, most firms lacked the time or expertise to use them fully. Only about 30% of Adsquire’s clients were using call tracking reports to guide decisions.
Without a clear understanding of what was working, budget dollars were wasted, and conversion suffered. Marketing spend was often allocated to high-cost channels that looked good on paper but didn’t actually deliver the qualified leads the firms depend upon.
A unified setup shows the paths people take before they call
Adsquire needed evidence that went beyond clicks. The team adopted CallRail’s Call Tracking to unify call data across all campaigns, revealing which ads and landing pages actually generated new case inquiries.
Now, as part of their onboarding process, every new client receives a CallRail account, capturing inbound calls from Google Ads, LSA, and organic channels. The platform tracks each caller’s journey before and after the call, giving Adsquire full visibility into what happens between the first click and a signed client.
But implementation alone wasn’t enough; outcomes depended on client engagement. Power users moved quickly on the insights, while less engaged firms needed additional guidance beyond setup. Adsquire built an internal process with a dedicated team that ensures data is turned into insight for all clients.
Their three-step process works as follows:
- Dynamic call tracking assigns a unique phone number to each visitor or ad source, creating a one-to-one link between the marketing touchpoint and the inbound lead.
- Human qualification ensures accuracy. An internal team member listens to calls and marks legitimate leads, filtering out spam or irrelevant inquiries.
- Collaborative reporting provides clients with a shared dashboard and regular updates that highlight top-performing channels and clear next steps.
This hybrid approach — part technology, part expertise — bridges the gap between marketing activities and real client outcomes. Even less engaged clients benefit from clean, reliable reporting, while power users dig deeper into attribution trends and campaign ROI.
“I’m a big believer in using CallRail across paid and organic because it reveals the full path, including the pages someone visited before they called.”
– Anthony Hilgman, CEO of Adsquire
Turning call intelligence into action
Beyond tracking calls, Adsquire combines call recordings, AI-powered auto-qualification rules, and human review to understand what happens on calls and act quickly when something needs attention.
- A dedicated team member reviews recordings to flag issues such as mishandled inquiries, intake gaps, or frequent sends to voicemail, then notifies clients.
- Rules-based auto-qualification lets the team classify leads without re-listening to every call.
Through this process, Adsquire discovered a spike in abandoned calls for one of their long-time clients. Test calls showed many were going to voicemail or failing to connect with a “call cannot be connected” message. They escalated the issue to CallRail support, who helped confirm and resolve it, restoring call flow and capturing lost opportunities.
By pairing call insights with hands-on oversight and timely client communication, Adsquire connects attribution to day-to-day operations, helping firms capture more qualified leads.
Clear attribution turned uncertainty into nearly fourfold case growth
With CallRail attribution in place, Adsquire and its clients can base decisions on evidence, turning an uncertain process into a predictable, data-backed one.
One standout example captures the impact perfectly. A law firm advertising on both LSAs and Google Ads struggled to understand which platform was truly generating cases. CallRail’s Call Tracking revealed that LSAs generated expensive calls without many qualified leads, while Google Ads consistently produced qualified leads. With that clarity, Adsquire shifted the firm’s entire LSA budget to Google Ads. This shift nearly quadrupled case acquisition, without increasing total spend.
For one Adsquire client, cases grew nearly fourfold without raising the budget.
“Once Adsquire implemented CallRail, we finally had a clear picture of where our leads were coming from. It confirmed what we suspected — some channels just weren’t pulling their weight. With that insight, we shifted spend to what was actually working, and the difference in case volume was immediate. The transparency has been a game-changer.”
– Veronica, Marketing Manager at D’Amore Injury Law
Adsquire’s approach delivered practical improvements that their clients could see in daily reporting and decisions:
- Budget clarity: Firms now see exactly which sources generate qualified calls and can move spend with confidence.
- Smarter content decisions: By studying pre-call page paths, Adsquire identified which organic pages drive calls and optimized them for engagement.
- Improved ROI: Every client benefits from improved efficiency and transparency. With consistent attribution, Adsquire clients make faster, smarter choices about their marketing.
“It’s extremely beneficial for us and what we do for our clients to be able to track leads that we’re generating through paid advertising.”
– Anthony Hilgman, CEO of Adsquire
CallRail supports measurable results for Adsquire’s clients
CallRail’s data gives Adsquire clear attribution and turns call activity into insights teams can use. For law firms, this means seeing which efforts drive the leads that matter most.
- Qualified calls by source are the primary KPI Adsquire relies on when making budget allocation decisions.
- Clients compare channels using qualified call volume and return on spend.
- Path analysis highlights which pages appear before qualified calls, guiding content and campaign adjustments
- Pre-call behavior tracking uncovers which website experiences drive engagement and trust.
Armed with these insights, Adsquire acts as a strategic advisor. Clients know where to invest, how to improve follow-up, and which marketing efforts to expand.
“We want to track as much as we can, and CallRail really helps us to accomplish that.”
– Anthony Hilgman, CEO of Adsquire
Data-driven clarity for long-term growth
By combining CallRail’s tracking technology with human qualification and thoughtful reporting, Adsquire created a scalable model that turns marketing data into measurable growth. Their clients now understand which campaigns deliver results and how to adjust strategy in real time.
The agency’s focus on transparency and performance proof has built trust and keeps clients for the long term. CallRail gives Adsquire and its law firm partners the clarity they need to compete in a crowded and data-heavy market.
Find out what’s working for your law firm, and what’s not
See how CallRail identifies which campaigns drive cases.
