Know which ads become signed cases

Track every lead from ad click to signed case — so you see your cost per signed case by campaign, not just cost per click. Built-in call tracking and intake automation. Run it yourself, or have our team run it for you. It replaces CallRail, Clio Grow, and AgencyAnalytics in one tool. Founded in 2015 by Abram Ninoyan, a performance marketer certified across the major ad and analytics platforms, with 15+ years in legal-vertical PPC, SEO, and conversion optimization.

Three problems quietly costing you cases

• Tool sprawl. Most firms run CallRail for tracking, Clio Grow for intake, AgencyAnalytics for reports, and a spreadsheet to glue it all together. Four logins, three subscriptions, zero attribution between them.
• No full-funnel attribution. You know which campaigns drive clicks. You don’t know which campaigns drive signed retainers. The data exists across your stack — nobody connects it.
• Slow speed-to-lead. Manual call-backs and email follow-ups take 30+ minutes. A sub-5-minute response makes a lead 21× more likely to qualify (Lead Response Management Study). Every minute of delay sends leads to the firm that automated their intake.

One lead, five handoffs

Attribution is only worth something if it survives every handoff — including the phone call. One lead, five links:

1. The click (10:41). Someone searches "truck accident lawyer" and clicks your ad. Captured: gclid, campaign and keyword, device and city. An intake CRM never sees this moment — its record starts at the form.
2. The call (10:43). She skips the form and calls the tracking number on the page. Captured: recording and transcript, the gclid still attached, ring time. Call tracking sees a call; it cannot see what the call became.
3. The intake (10:52). Your intake rep qualifies the matter and opens a case file. Captured: matter type, jurisdiction and conflict check, timestamped consent. This is where the thread usually breaks — a new system, a new record, no gclid.
4. The signature (day 9). The retainer is signed. Captured: stage set to signed, matter value, days to signature. A reporting dashboard can chart spend; it has no idea this happened.
5. The upload (day 9). The signed case is sent back to Google Ads as an offline conversion, so bidding learns which keyword produced a real case. Without the first four links there is nothing honest to send back.

Every link is held by one system, so the last one can happen at all: the gclid that arrived at 10:41 is still attached to the retainer signed on day nine. (Illustrative demonstration matter; timings illustrative.)

Three systems, one record

• Marketing dashboard. Real-time ROI by source and campaign. CPL, CPA, signed-case attribution. Daily Google Ads sync.
• Hosted intake form. Firm-branded, consent-first, with bot protection and conditional fields. Embed on any website.
• Lead pipeline. Triage aging, last-activity timestamps, SMS-consent visibility, duplicate detection, UTM attribution per row.
• Built-in call tracking. Per-campaign numbers via Twilio. Recording, transcripts, missed-call SMS, call-to-lead auto-matching. Replaces CallRail.
• Intake automation. Drag-and-drop SMS + email sequences with pre-built templates per practice area. Smart send-time optimization. TCPA STOP/HELP automatic.
• Modelled benchmarks. See exactly where your CPL, CPA, and intake conversion rates rank against modelled industry estimates for your practice area and market size.
• Case management. Light case records with marketing attribution preserved. Inline status changes, tasks panel, upcoming events. Pairs with Clio / MyCase / Litify for deep matter management.
• Unified inbox. Per-lead conversation timeline. Two-way SMS, email send + receive, voicemail. Matter-level communication, never scattered across tools.
• Calendar & tasks. Two-way Google Workspace sync on every tier. Consultation calendar with no-show tracking, deadline reminders, team assignment.
• Reviews & reputation. A Google review request goes out automatically when a case is signed, and never twice to the same client. Rating and review pace tracked daily. Replies come pre-drafted for the firm to approve and post, with the ethics rules built in: no case details, no confirming representation.

Three tools. One blind spot.

A typical 5-person law firm runs CallRail ($95/mo) + Clio Grow ($49 × 5 users = $245) + AgencyAnalytics ($215) + Mailchimp ($50) = $605/month. GavelGrow replaces that stack in one subscription — Track at $199/month for a single-channel firm, Optimize at $599/month for firms running several channels.

One signed case pays for the year

• Track — $199/month. 1 ad account, 2 tracking numbers, 5 seats, 1,000 client SMS, unlimited leads and cases, Smart Conversions preview.
• Optimize — $599/month (most firms). Unlimited ad accounts, 10 numbers, 15 seats, Smart Conversions sending, REST API + webhooks, full benchmarks, SSO and priority support.
• Managed — scoped on a strategy call. Every platform feature, 3 seats then $79 each, we build and run the campaigns, content studio included.

All plans include a 7-day free trial — no credit card required. Annual billing gives two months free.

Straight answers

How does the 7-day trial work?

Full platform setup access, no credit card. After 7 days, your data is safe — you just can’t create new leads, cases, or automations until you pick a plan. Upgrade any time from the billing page to keep going.

What does GavelGrow replace?

For most firms: CallRail (call tracking), Clio Grow (lead intake), and AgencyAnalytics (marketing reports) — consolidated into one tool with attribution that stretches all the way to signed retainers.

Can I import my existing data?

Yes. CSV imports cover leads and campaigns. For larger migrations from Clio Grow, Lawmatics, or MyCase, our team will help with a white-glove import — ask during onboarding.

Is the platform TCPA and bar-compliant?

Every SMS honors CTIA opt-out keywords (STOP, HELP) automatically. Consent is logged append-only for audit trails. Call recordings follow state two-party consent rules. AES-256 encryption at rest.

Do you support SAML SSO?

Yes — SAML 2.0 SSO is included on Optimize and Managed plans (Okta, Azure AD, Google Workspace tested). SCIM auto-provisioning is on the product roadmap.

Does GavelGrow sync with Google Calendar?

Yes — two-way sync on every tier. Consultations created in GavelGrow appear in your team’s Google Calendars; events updated in Google sync back. No-show tracking and reminder cadences fire automatically.

Can I integrate with Zapier, n8n, Salesforce, or my own backend?

Yes — Optimize and Managed plans include outbound webhooks. Lead-created, status-changed, and case-signed events fire to any HTTPS endpoint. Connect to Zapier, n8n, Salesforce, or a custom backend in minutes.

How much does GavelGrow cost?

Three plans: Track $199/mo, Optimize $599/mo (most firms), and Managed — we run the campaigns, scoped on a strategy call. Track and Optimize include a 7-day free trial with no credit card required, and annual billing gives two months free.

Coming from another tool? See migration guides for CallRail, Clio Grow, Lawmatics, and MyCase. Already on a trial? Practice-area setup playbooks walk you through the first 90 days.

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