How do I audit the work my current marketing company is doing? Audit six things: the pages that exist and when they changed, your rankings, the Google Business Profile, the ad account's change history, the link profile, and the tracking setup. Four of the six need nothing from the agency.
This is a forensic exercise, not a performance review. You are establishing what exists, not what was reported.
- Published pricing — $2,500, $3,500 and $4,500 a month, on the site.
- Month to month. No contract is holding you anywhere.
- A former attorney of 17 years who filed 5,000+ cases works your account.
- You see your rankings move for 14 days before you are billed a dollar.
- Law firms only — no other industries, ever.
| Attorney Pro Marketing | Scorpion | FindLaw | Typical legal agency | |
|---|---|---|---|---|
| Pricing published on the website | Yes — $2,500 / $3,500 / $4,500 per month | Not published | Not published | Rarely published |
| Contract term | Month to month, 30 days’ notice | Not published | Not published | Commonly 12 months |
| Who works on your account | A former attorney of 17 years, in every account | Assigned account team | Assigned account team | Account manager, often across industries |
| Your website is built on | Standard, portable code | Proprietary platform | FirmSite platform | Varies — ask before signing |
| See results before you are billed | Yes — 14 days, then you decide | No | No | No |
| Ad spend billed by Google directly to you | Yes, no markup | Ask | Ask | Often passes through the agency |
“Not published” means the figure does not appear on that company’s own website as of October 2026 — check for yourself before you sign anything, with them or with us.
1. Audit the Site Itself
The most decisive check, and it needs nothing from anyone. A page either exists or it does not.
Crawl your own site. Free crawlers will list every URL in a few minutes. Count the pages and compare against what the scope promised — if the agreement said four pages a month and six months have produced eleven, you have a specific, documented finding.
Read four of the newest pages. Are they about your practice area, written for someone with the problem, and specific to your market? Or could your city be swapped out for another firm's? Templated content is usually obvious within two paragraphs.
Check the page source on your main pages for a unique title and meta description. Duplicate or missing titles across pages is basic work left undone.
Test the site on a phone. Is the phone number visible without scrolling? Does it tap to dial? A substantial share of legal searches happen on mobile, and this is the most common conversion failure.
2. Check Rankings Independently
Open a private or incognito window and search your three most important terms plus two longer queries. You will not see exactly what a stranger sees — location and history still influence results — but you will see whether you are on page one and whether you are in the Map Pack, which is most of what matters.
Then compare against whatever baseline exists. If no baseline was ever recorded, note that as the audit's most significant finding: nothing can be assessed in either direction, now or later.
3. Inspect the Google Business Profile
- Posts. Any this month? Any in the last three?
- Reviews. Responded to, and how recently? Response is visible to everyone reading them.
- Services and categories. Complete and accurate, with the right primary category?
- Hours. Matching your website exactly. Inconsistency here weakens the entity signal that holds your listings together.
- Photographs. Real images of your office and attorneys, added recently, or stock from the original setup?
- Who owns it. Your Google account as primary owner, or theirs?
4. Read the Ad Account Change History
If the Google Ads account is in your firm's name, the change history is the single best record of work performed anywhere in this audit: every adjustment, with a timestamp and the account that made it.
What to look for: negative keywords added over time, bid and budget adjustments, ad copy tests, and search-term review. An account with no changes in three months is an account nobody is managing, whatever the invoice says. If you cannot see your own ad account at all, that is the finding.
5. Review the Link Profile
Free backlink tools will show what links to your site. Two things to look for.
Growth. Any new quality links over the engagement, or is the profile unchanged since before it started?
Spam. This is the one that matters. Sudden volumes of links from unrelated foreign-language sites, directory networks or obviously automated blogs suggest someone has bought links on your behalf. That is a risk to your site rather than a benefit, and you should know about it whether or not you stay.
6. Verify the Tracking
- Is analytics installed and recording? Open your property and check that yesterday has data.
- Are conversions defined? Form submissions and calls, set up as goals. If not, nobody has been measuring outcomes at all.
- Is call tracking live, per channel? Separate numbers for the profile, organic and paid. One number for everything means no channel can be credited.
- Submit a test form and place a test call. Then check that both appear. This catches broken tracking, which is more common than it sounds and makes every report wrong.
- Check Search Console is verified and that you have owner access to it.
Write the findings down in one page as you go, with dates. That document is what makes the follow-up conversation specific rather than a complaint — and if you do move, it is the brief for whoever comes next.
Our engagements are structured so most of this audit is permanently available to you rather than an investigation. The Google Ads account, Google Business Profile, Analytics and Search Console are in your firm's name, so the change history, profile activity and data are yours to read at any time. Rankings are recorded on day 0 against up to 30 keywords of your own choosing, with monthly Map Pack heatmap and ranking reporting on every tier, and call tracking with recordings from the Growth tier. Published pricing at $2,500, $3,500 and $4,500 a month, month to month with 30 days' notice.
See it before you pay for it.
We snapshot your rankings on day 0, build and launch your site within three days, and show you the movement on day 14. If it has not moved enough to be worth continuing, you owe nothing for that period and you keep the Google Business Profile work.
Related Questions
Six checks, four needing nothing from them: crawl your own site and compare page count and dates against the scope, check rankings in a private browser window, inspect the Google Business Profile for posts and review responses, read the ad account change history, review the backlink profile for spam, and verify tracking is installed and firing.
It is the best record of work performed anywhere in an audit: every adjustment with a timestamp and the account that made it. Look for negative keywords added over time, bid and budget changes, ad copy tests and search-term review. An account with no changes in three months is not being managed.
Check your backlink profile with a free tool and look for sudden volumes of links from unrelated foreign-language sites, directory networks or obviously automated blogs. That pattern suggests purchased links, which is a risk to your site rather than a benefit, and worth knowing whether or not you stay.
Confirm analytics is recording by checking that yesterday has data, verify conversions are defined for form submissions and calls, check that call tracking uses separate numbers per channel, then submit a test form and place a test call and confirm both appear. Broken tracking is common and makes every report wrong.