EZLeeds Automation

Overview

Two automated businesses, running side by side.

EZLeeds runs a two-sided model: consumers who need legal representation come in through paid ads and need to be qualified and routed to a case evaluation, while law firms sign up as partners to receive those leads and need their own onboarding, nurture, and billing flow — plus partner-specific campaigns layered on top, like a dedicated ebook funnel for partner firm Victory Advocates. Without automation, ad leads went uncontacted, there was no consistent way to tell a hot lead from a cold one, and law firm partners were invoiced by hand once they picked a plan.

The Problem

Speed-to-lead is everything in legal marketing, but appointment confirmations relied on manual follow-up, hot and cold leads weren't distinguished, and the consumer and partner funnels needed to stay cleanly separated while sharing the same underlying logic.

The Approach

Built three coordinated automation systems in GoHighLevel — a Consumer Automation suite, a Partner Automation suite, and a Victory Advocates-specific ebook campaign layered on top of the consumer side — all routing through AI voice qualification and a single centralized tagging workflow.

The Result

A live system processing hundreds of leads through AI-run qualification and filtering on both sides of the marketplace, with partner billing running from plan selection to invoice with zero manual steps.

Core Capabilities

7 connected capability areas

Click any card to expand the full detail.

1. Ad Lead Capture → AI Voice Follow-Up

The moment someone submits a landing page form from an ad, the opportunity is created/updated, the lead is pushed through the Facebook Conversion API for accurate ad attribution, tagged, and assigned to a caller.
Slack and internal notifications fire immediately so the team knows a hot lead just came in.
A timed nurture sequence takes over: Email 1 → 2-minute wait → SMS 1 → 15-minute wait → an AI voice call attempt → if unanswered, a 1-day wait and a second email, continuing over 15 days.
The same structure runs for both consumer leads and law-firm partner leads, branded separately.

2. AI-Contacted Lead Filtering

Once the AI call attempt happens, leads split by outcome — Answered leads get their opportunity created/updated and handed straight to the team.
Not Answered leads wait an hour, get a second AI call attempt, then a follow-up day, with a condition/timeout branch handling whatever happens next.
This filtering logic is what keeps a missed first call from meaning a lost lead.

3. Free Consultation / Case Evaluation Booking

Booking triggers an opportunity update and a second Conversion API event, so the ad platform gets booking-level attribution, not just lead-level.
The contact is tagged and pulled out of the outbound nurture sequence so they stop getting "book a call" messages after they've already booked.
Confirmation goes out on three channels at once — Slack, SMS, and email — with a pre-appointment reminder two days out if the appointment isn't today.
At the scheduled time, an AI places the call and runs the case evaluation directly with the lead, booking qualified leads straight onto the attorney's calendar.

4. Centralized Lead Tagging & Opportunity Routing

One workflow acts as the system's routing brain — it watches for six intent tags: DNC, Purchased, For Follow-Up, Not Interested, Negative Intent, Positive Intent.
Automatically updates the opportunity stage and notifies the right internal team based on which tag fires.
DNC leads get Do-Not-Disturb enabled automatically, so an opted-out lead is never contacted again without anyone having to remember to flip that switch.

5. Partner Payment & Invoicing

When a partner's Service Package or Payment Preference changes, the workflow branches across five paths — Pilot Program, Most Popular, Advanced Growth, Custom Package, Wire Payment.
Each path automatically sends the correct invoice, an SMS and Slack confirmation, and an internal notification to the account owner, with a tag added once the invoice goes out.
Turns a law firm's plan selection into revenue without manual work.

6. Victory Advocates Ebook Campaign

A partner-specific lead magnet funnel built on top of the core consumer system: ebook download → AI-contacted leads → case evaluation booking → opportunity status updates.
Demonstrates that the underlying automation isn't one-size-fits-all — individual partners can run their own branded lead magnets on the same infrastructure.

7. Key Technical Highlights

Facebook Conversion API integrated at two funnel points — lead capture and booking — for accurate, deduplicated ad attribution.
AI-run case evaluation calls gate attorney bookings, so only qualified leads reach the attorney's calendar.
Workflow removal logic (e.g. pulling booked leads out of the outbound nurture) prevents overlapping automations from messaging the same contact twice.
Partner-specific campaigns layered on shared infrastructure, proven out with the Victory Advocates ebook funnel.