How do you measure a seminar?

As stages in the Monday report: sign-ups, attendance, consultations booked and plans signed, each with its cost. A seminar that fills the room but signs few plans shows up plainly.

Which searches do you block?

Free will templates, will forms, do-it-yourself guides, obituaries, probate records lookups and jobs. Two people review each block, and a term that led to a signed plan is never blocked.

Do ChatGPT ads make sense for estate planning?

Possibly. Planners ask long, careful questions, which may suit a conversational ad. If you want to try, we run a capped 90-day pilot with a holdout readout and keep it only if it signs plans at a fair cost.

Estate planning · Ads, search and social

Estate planning ads: search, Local Services and seminars, measured to signed plans

Search, Local Services and seminar ads for estate-planning firms, with seminar stages tracked to signed plans and no audiences built from client lists.

Last reviewed October 24, 2026 by the Probative editorial team

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Flat, published fees; you pay the ad platforms directly.
Every account in your name; leave any month after 90 days.
Your attorney approves every ad, and we check your state’s rules during setup.

Estate-planning ads help people who have been meaning to plan finally take the first step. We run search ads, Local Services Ads and seminar promotion for estate-planning firms, track each step from sign-up to signed plan, and never build audiences from client lists.

The channels

Channel	Role	How we judge it
Google and Microsoft search	People searching for a will, a trust or probate help near them	Cost per signed plan by service and language
Local Services Ads	The estate category (Google)	Leads rated, missed calls caught, signed plans
Meta and YouTube	Seminar promotion and brand awareness near your offices	Seminar stages, and fair tests by area
Ads in ChatGPT	An optional 90-day pilot	A holdout readout

Facebook and YouTube are used by a majority of every age group (Pew Research Center), so seminar promotion can reach planners where they already are.

Seminars as stages

Sign-up: a short form or a call, tracked to the ad that brought it.
Attendance: recorded by your team.
Consultation booked.
Plan signed.

Each stage has its own count and cost in the Monday report. Invitations are lawyer advertising, approved by your attorney and filed where your state requires; Florida, for example, requires many ads to be filed (Florida Bar). Follow-up goes only to people who asked.

Targeting without client-list audiences

We never upload client lists and never use lookalikes, in any practice. Remarketing runs only where the platform’s policy allows it, and never by health or finances (Google). Seminar ads may use broad age ranges and areas near the venue, which the platforms allow. Copy describes your services, never the viewer’s health, age or finances (Meta).

Search terms to block

Junk group	Examples of what people typed
Do-it-yourself	free will template, will forms, how to write a will yourself
Records	probate records lookup, obituaries
Jobs	estate planning paralegal jobs
Out of scope	services or counties your firm doesn’t take

Values and timing

Values come from your fees by package and matter, in a few bands. Estate clients often take weeks to sign, so qualified leads and booked consultations carry a share of their band’s value, and bidding learns from them while the plans follow. Bidding moves to value once the data is clean, usually between day 31 and day 60.

How we measure it

The Monday report shows each paid channel and each seminar by service and language, with cost per signed plan once a line has at least 5. The organic side is on estate planning SEO and AI search; the overview is on estate planning.

Our two pillars for estate planning

01 · SEO and AI search Estate planning SEO and AI search Local search, your Business Profile, pages in English and Spanish, and being named in AI answers.

Questions firms ask

How do you measure a seminar?: As stages in the Monday report: sign-ups, attendance, consultations booked and plans signed, each with its cost. A seminar that fills the room but signs few plans shows up plainly.
Which searches do you block?: Free will templates, will forms, do-it-yourself guides, obituaries, probate records lookups and jobs. Two people review each block, and a term that led to a signed plan is never blocked.
Do ChatGPT ads make sense for estate planning?: Possibly. Planners ask long, careful questions, which may suit a conversational ad. If you want to try, we run a capped 90-day pilot with a holdout readout and keep it only if it signs plans at a fair cost.

Sources

Google Local Services Ads Help: Getting started in the US (the estate category) · Accessed October 24, 2026
Pew Research Center: Americans' social media use 2025 · Accessed October 24, 2026
Meta advertising standards: privacy violations and personal attributes · Accessed October 23, 2026
Google Ads policy: personalized advertising and sensitive categories · Accessed October 24, 2026
The Florida Bar: Handbook on Lawyer Advertising (many ads must be filed) · Accessed October 23, 2026

Start with your own numbers.