See each case evaluation request as it lands, and what it became.
Built for a personal injury firm, whoever runs the marketing. TruLata reads your Google accounts, your Business Profile and the case evaluation requests from your own site's forms, runs the watching and the drafting on a schedule while you are in depositions, and leaves approvals and compliance review of what goes out with the firm.
Is this built for a personal injury firm?
Yes. It is built for a personal injury firm that takes auto, truck, premises and other injury matters in the jurisdictions where its attorneys practice, and a firm with several offices fits the same way. The marketing often falls to the founding partner or the intake manager, done between depositions, mediations and the files that are heading toward a demand, and a firm with a marketing director gets the same screen. Search, ads, content and the counting run on a schedule whether or not anyone had time this week, every case evaluation request is counted from your own site, and one screen shows what happened and what it cost.
An injured person chooses a firm at an unsettled moment. The other driver's adjuster has called, the medical bills have started to arrive, and they search on a phone for an accident lawyer near them, read the reviews on your Business Profile, open the practice area page for what happened to them, and either call or send the case evaluation form. Whoever answers first starts the conversation, so intake speed is part of the marketing. The form handler emails your intake team the moment a request lands, and the Leads view puts it at the top of the list.
A case lead bought from a legal marketplace is a shared lead, the same injured person sold to several firms at once, and your intake team is calling against every one of them. A request from your own site's form is yours alone, and it is the kind the Leads view counts. The comparison with bought leads is on mechanism, not on a marketplace price we would have to invent. For a contingency practice the number that counts is the signed matter, so the screen counts requests, consultations and signed matters next to what the marketing cost, and approvals and compliance review of what the firm publishes stay with the firm.
A case lead bought from a marketplace
- The same injured person sold to several firms at once
- Your intake team calls against every one of them
A request from your own site's form
- Yours alone, emailed to your intake team the moment it lands
- Counted on the Leads view, newest first
- Marked with what it became: a signed matter, or not
Whoever answers first starts the conversation.
What does the screen show a personal injury firm?
It leads with the case evaluation requests. When someone fills in the form on your site, the form handler appends the row to a lead sheet server-side and emails your intake team, whether or not a tracking tag fired. The Leads view reads that sheet newest first, and each row carries what your form recorded: the name, the contact details, the kind of matter, an auto accident, a truck accident, a fall on someone's property, a dog bite, a workplace injury, the town and the message. Keep the form to what intake needs to call back: the screen needs the request, not the facts of the matter. Set what each request became from the screen, contacted, quoted, won or lost, or not a lead with the reason, and it stays on the row; for a firm, won means a signed matter, nothing else. The leads page covers the ledger and the daily watch behind it.
Google Ads gives spend, conversions and cost per conversion by campaign, so the truck accident campaign and the car accident campaign are judged apart. Search Console gives the queries you appeared for, impressions, clicks and average position, two to three days behind; for an injury firm those queries are the kind of accident and the town, the injury lawyer near me search and your attorneys' names, and the positions are Search Console's own averages, not a rank tracker. GA4 gives sessions, sources, which practice area pages were read and the key events you count as a request, hours behind intraday. Google Business Profile gives your reviews, your rating and your listing performance through a manager invitation you can revoke; what the firm does with reviews, and whether and how it replies, stays with the firm.
Where intake runs on a CRM with an API, it connects during setup and the intake pipeline appears live, stage by stage, with a coming-soon card rather than a number until the data is trustworthy. Your case management system stays in your own systems today; a source with an API can be connected during setup. Card data is never read. Your inbox and calendar stay outside the screen today and connect during setup where your engagement calls for them, and a phone call counts as a lead where your CRM records it, with a call-tracking platform you already run connected during setup like any other source with an API.
What runs while I am in a deposition, and what waits for the firm?
Your Google Ads account is watched every morning. At 7:05 Eastern the ads change watch reads the account's change history and its user list, sets our own writes and routine churn aside, and raises a material change made by anyone else the same morning, including the recommendations Google applies on its own. Where we manage your search campaigns on all tiers, a budget or bid change is made within the limits set for your engagement and lands in the account's own change history, so each accident campaign keeps the budget you set for it. A new address given access to the account reaches your team the next morning.
On Launch, Growth and Command, the content engine researches and drafts on your cadence the articles an injured person reads before calling: what to do after a car accident, how a contingency fee agreement works, what to say when the other driver's adjuster calls, and what a demand letter is. Each topic passes a demand gate on real search volume and what already occupies the result page, the research cites current sources, the dedupe reads the titles already published on your site, and each piece is filed as a Google Doc in your Drive with a featured image. Auto-publish is a per-client setting and approval is optional. Approvals and compliance review stay with the firm: with auto-publish off, each piece waits as a draft until the firm approves it.
On Command, the outbound engine sources prospects weekly to the target profile set with you, which for an injury firm can be the professionals who meet injured people first or refer matters out: chiropractors, physical therapy clinics, and attorneys in other practice areas. It finds a deliverable address or routes the prospect to a contact-form path and drafts into a review-first queue; a person releases them, or the queue releases on the schedule set for the engagement, and every send is logged with the draft, the mailbox and the time. Replies are classified, and not-interested and bounced addresses are suppressed.
Every day at 7:20 Eastern, on an instance whose forms feed the sheet, the lead watch runs five checks across the sheet, GA4 and Ads, so a dead tag, a blind ad account or a case evaluation form that stopped submitting is flagged the next day rather than at the end of the quarter. Every night at 12:01 Central a fallback snapshot is baked, and a failed pull leaves the previous page up. What stays with a person is the judgement: the limits on spend, and anything that answers an injured person or a referring professional. From the screen you can set a lead outcome, request a website change, and request a content, keyword, category or targeting change; each request goes to the team as a logged ticket, and the engine's writes to your ad accounts and your site go through their APIs and land in each account's own change history, so the firm has a record of every change to review.
While you are in a deposition
- Ads change watchReads the change history and the user list, raises material changes the same morning
- Lead watchFive checks across your form sheet, GA4 and Ads, so a case evaluation form that stopped is flagged the next day
- Content draftsAfter-accident and contingency fee articles, waiting for the firm where auto-publish is off, on Launch, Growth and Command
- Prospect sourcingChiropractors, physical therapy clinics and attorneys in other practice areas, on Command
- Fallback snapshotBaked nightly, so a failed pull leaves the previous page up
What stays with a person is the judgement: the limits on spend, and anything that answers an injured person or a referring professional.
Can I see it before I talk to anyone?
Yes, with your name and email in front of it. The demo is the same engine code every client runs, pointed at a fictional company called Meridian so it can be public. Every number is invented, and the screen says so. Open the Leads view, the Google Ads view and the search view and you are looking at the screen a personal injury firm gets, with your sources in place of Meridian's.
Then put your own firm in the seat. Your intake team answers the phone and the form, your attorneys are in depositions and mediations, and whoever runs the marketing does it between files. That is the firm this page, the setup and the tiers are written for, and what changes is the evening work: the scheduled work runs whether anyone had time, every case evaluation request is counted from your own forms, and one screen shows what happened and what it cost. Part of it runs on your own numbers during setup: the first pull, the answer-engine baseline and the ads watch run on your accounts in the first two weeks, before most of the engines are switched on. The broader view for every practice area is on the law firms page.
One thing about the search view is worth knowing before you open it. Ranking is not earning, so the view puts the requests your own forms took beside the queries and positions that earned them. A position there is Search Console's average for that query, not a rank tracker's guess. A page that climbed for a truck accident search and a page that brought in a signed matter are told apart on the same screen.
Which tier fits a personal injury firm?
Starter includes the TruLata dashboard, full analytics, leads, search visibility, the AI visibility program, managed Google Ads search, the assistant and briefings and support tickets. The content engine is on Launch, Growth and Command. Meta ads are on Growth and Command. The outbound engine, for a firm that wants referral relationships with clinics and other attorneys beside the search traffic, is on Command. Command adds the outbound engine, ad creatives and your full marketing team, always on.
Seats are three on Starter, three on Launch, ten on Growth and unlimited on Command, so the intake team and each attorney can sign in with a seat of their own, and a seat you remove is revoked within 30 seconds. Starter is $400 a month, Launch $650, Growth $1,200, and Command is scoped per engagement. Every tier is month to month with nothing metered, and committing annually takes twenty to twenty-five percent off the monthly. The pricing page carries the same figures as every other page.
By tier
- Content engineLaunch, Growth and Command
- Meta adsGrowth and Command
- Outbound engine, for referral relationships with clinics and other attorneysCommand
- Seats, for the intake team and each attorneythree on Starter, three on Launch, ten on Growth and unlimited on Command
Want it run for you?
You have two doors. Managed TruLata is our team running the program on your accounts, and every change we make lands in your account's own change history, which the same 7:05 Eastern watch reads and sorts as ours. Approvals and compliance review stay with the firm on that door too: a content piece with auto-publish off waits as a draft until the firm approves it. Local services marketing is TruLata's agency work for the same buyer, search and paid search with a daily account watch among it.
What an injury firm's screen reads, and how fresh it is.
| What | Where it comes from | How fresh |
|---|---|---|
| Case evaluation requests | Your site's forms, appended to a lead sheet server-side and emailed to your intake team; the Leads view reads it newest first | Live, the moment the form is submitted |
| Spend, conversions, cost per conversion | Google Ads, by campaign | Intraday lags hours; change history read daily at 7:05am ET |
| Sessions, sources, pages, key events | Google Analytics 4 | Hours behind intraday |
| Queries, impressions, clicks, average position | Search Console; its own average positions, not a rank tracker | 2 to 3 days behind |
| Reviews, rating, listing performance | Google Business Profile, with our Google account as a manager you can revoke | Refreshed on its own schedule, separate from the Ads and GA4 lag |
| Intake pipeline | Your CRM, where intake runs on one with an API | Live; a coming-soon card until the data is trustworthy |
| The page itself | Snapshot on open, live pull behind it when older than 5 minutes, nightly bake at 12:01am CT | Header stamp says when the data was pulled |
At Monday's intake meeting, the weekend's case evaluation requests from your forms are live on the screen, the Google Ads numbers still run hours behind, and Search Console runs two to three days behind. The header stamp says when each pull ran, the Refresh button forces a new one and never shows an error, and a failed pull leaves the previous page up rather than a blank one.
Questions, answered.
What does the screen count for an injury firm?
People and marketing spend: case evaluation requests, consultations, signed matters and what each request became, and Google Ads spend and cost per conversion by campaign. The sources it reads are your site's forms, your Google accounts, your Business Profile and your CRM where intake runs on one. Your case management system stays in your own systems today; a source with an API can be connected during setup.
Who approves what goes out under the firm's name?
The firm does. Approvals and compliance review stay with the firm. Auto-publish is a per-client setting and approval is optional; with auto-publish off, each content piece waits as a draft, filed as a Google Doc in your Drive, until someone at the firm approves it. On Command, prospect emails leave from a review-first queue; a person releases them, or the queue releases on the schedule set for the engagement, and every send is logged with the draft, the mailbox and the time.
Do phone calls count as case leads?
A phone call counts when your CRM records it as a lead, and a call-tracking platform you already run connects during setup like any other source with an API. The requests the screen counts are submissions from your own site's forms, written to a sheet server-side as they land and read newest first.
Does it replace the case leads we buy?
It counts a different kind of lead. A marketplace case lead is a shared lead, the same injured person sold to several firms at once. The leads on the screen are submissions from your own forms, and a bought lead shows in the intake pipeline where your CRM records it. Whether you keep buying is the firm's call, and the buying leads page compares the two on mechanism.
Will anyone change our ad budget without us knowing?
A budget or bid change is made within the limits set for your engagement, and every change in the account lands in Google's own change history, which the watch reads at 7:05 Eastern every morning and sorts by who made it. Recommendations Google applies on its own are raised the same morning. Who has access to the account is read directly every day, because change events do not log it.
What does it cost for a personal injury firm?
Starter is $400 a month, Launch $650, Growth $1,200, and Command is scoped per engagement. Seats are three on Starter, three on Launch, ten on Growth and unlimited on Command. Every tier is month to month with nothing metered, and a managed strategy retainer sits on top of any tier, scoped with you rather than priced on this site; <a href="/product/managed">the managed page</a> says what our team takes on.
See it running
before you decide.
The demo is the real product on a fictional company, with your name and email in front of it. Pricing is three published tiers.
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- Refreshed when you open itLive data on page load, never a monthly PDF
- Counted from your own formsLeads recorded server-side, compared daily with Ads and GA4
- Seen in AI answersHow often ChatGPT, Gemini, Claude and Grok name you, measured
- Every send loggedProspect emails leave from a review-first queue, and every send is logged.