A firm can buy the most expensive clicks in search and lose most of them in the twenty minutes after the phone rings. Intake is not an admin function — it's the last mile of your media buy.
When a single click costs more than most businesses spend in a day, the usual optimisation habits stop applying. Here's what changes when every wasted query is real money.
Legal keywords are among the most expensive in search, and two enquiries from the same keyword can differ in value by an order of magnitude. Cost per lead cannot survive that spread.