Free tools for firm owners

Tools you can use before you talk to anyone

Calculators, templates and guides for firm owners. Start with the two below: one for intake, one for paid ads.

Intake leak calculator Paid ads profit calculator

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Calculator 01

Intake leak calculator

See where potential clients fall out between the first call and a signed retainer. The starting numbers are examples, so replace them with yours.

intake-leak.calc

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Where clients fall out

Leads

Reached

−36

Booked

−42

Showed

−11

Signed

−17

Signed clients per month: 14

106 of 120 leads do not become clients. Reaching 10 more of every 100 leads, with nothing else changing, would add about 2.0 signed clients and $10,125 in fees a month.

Fees per month

+10 reached per 100

Calculator 02

Paid ads profit calculator

Enter last month's numbers for each ad channel. See your cost per lead, cost per signed case, and whether each channel made or lost money.

paid-ads-profit.calc

Live

Your channels

3 channels

ChannelAd spend ($) for Google AdsLeads for Google AdsConsults for Google AdsSigned for Google Ads
ChannelAd spend ($) for Local Services AdsLeads for Local Services AdsConsults for Local Services AdsSigned for Local Services Ads
ChannelAd spend ($) for Meta AdsLeads for Meta AdsConsults for Meta AdsSigned for Meta Ads

Average fee collected per signed case ($)What you actually collect, not the case value estimate

Agency or management fees this month ($)Optional. Leave at 0 if none

The starting numbers are examples. Replace them with yours.

Profit from ads this month

$49,500 collected against $13,000 spent including fees.

Return on ad spend: 4.30x
ROI after all costs: 281%
Signed cases to break even: 3
Signed this month: 11

Cost per lead: $62
Cost per consult: $280
Cost per signed case: $1,182
Lead to signed: 5.9%

Channel	Spend	Cost per lead	Cost per signed	Lead to signed	Collected	Profit or loss	Status
Google Ads	$6,000	$75	$1,000	7.5%	$27,000	$21,000	Profitable
Local Services Ads	$3,000	$67	$600	11.1%	$22,500	$19,500	Profitable
Meta Ads	$2,500	$42	n/a	0.0%	$0	-$2,500	No signed cases

Channel profit is before agency fees. The bottom line above includes them.

What this means

Local Services Ads signs clients cheapest at $600 each. Google Ads costs $1,000 per signed case.
Meta Ads spent $2,500 and produced 60 leads but no signed cases. Check lead quality and how fast intake responds before cutting it.
To break even, every signed case can cost at most $4,500 in ad spend, or $4,364 once fees are spread across this month's signed cases.
Only 22.2% of leads became consults. That points to intake or lead quality, not the ad budget.

Coming next

In production

These are being written now. [CONTENT NEEDED]

Guides

Intake, SEO and AI search, paid media, hiring.

In production

Templates

Role scorecards, intake scripts, meeting agendas.

In production

Checklists

Website launch, CRM cleanup, new-location readiness.

In production

Calculators

Hiring affordability, owner pay and more.

In production

Benchmarks

Only once we have data we can stand behind.

In production

Webinars

Working sessions for owners and practice managers.

In production