Happy to plan it. I'll write the plan only; nothing gets created or changed in your Google Ads account until you approve it. To pick the right call conversion actions and a minimum call length for a law firm, I need five things:
- Where calls come from: call assets or call only ads, a phone number on your website, tap to call on mobile, or a mix. Each maps to a different call conversion type, and a tap on a mobile site number counts only the click, not the call.
- Your site setup: who can edit the site, whether you use Google Tag Manager, and whether you already use third party call tracking or dynamic number insertion. That decides how the website snippet should be installed.
- Your country: website and ad call tracking use Google forwarding numbers, which are offered only in some countries, so I check this on Google's list before planning.
- A recent call log: each call's duration in seconds, its outcome, and its source if you know it. I use it to compare cuts of 30, 60, 90 and 120 seconds by how many good calls each keeps.
- What counts as a good call: for example a new client consultation booked, as opposed to existing clients, vendors or wrong numbers. Without this the call length choice is a guess.
Source: https://support.google.com/google-ads/answer/6100664
Once you send these, you'll get the conversion actions to create, the call length trade off in counts, and the setup steps and blockers, all held for your approval.