---
title: Axley CallRail Integration & PPC Infrastructure
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-12-19-axley-marketing-meeting-110166473.md
tags:
- callrail
- ppc
- call-tracking
- manual-cpc
- axley
- infrastructure
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Axley CallRail Integration & PPC Infrastructure

## Overview

Mid-2025, Axley's PPC infrastructure was upgraded with two key changes: integration of CallRail for call tracking and a shift to manual CPC bidding on select campaigns. These changes were implemented to improve cost control and attribution visibility. By year-end 2025, the campaigns had generated approximately 900 conversions at a $132 cost per lead (CPL) and nearly 15,000 website clicks.

## CallRail Integration

CallRail was integrated into Axley's PPC campaigns during mid-2025. This addition enabled:

- **Call attribution** — connecting inbound phone leads back to specific campaigns and keywords
- **Conversion tracking accuracy** — supplementing form-fill conversions with call data for a more complete picture of campaign performance
- **Lead quality review** — giving the client (nmh) visibility into call content, which surfaced the irrelevant lead issue caused by Google's AI optimization feature (subsequently disabled)

See also: [[clients/axley/_index]] for broader campaign context.

## Manual CPC Bidding Shift

Several campaigns were moved from automated bidding strategies to **manual CPC** during 2025. The rationale:

- Automated bidding (including Google's AI optimization feature) was pulling in irrelevant search terms and inflating spend on low-quality traffic
- Manual CPC gave the team direct control over bid levels by campaign and keyword group
- Cost control improved noticeably after the switch, contributing to the $132 CPL result across ~900 conversions

The Google AI optimization feature was explicitly disabled after it began generating irrelevant leads — a known risk with Google and Meta's newer AI-driven campaign features that optimize beyond the configured keyword set.

## PPC Pause Protocol

As part of the 2025 year-end review, a formal pause protocol was established:

> **Before pausing any campaign, Sebastian must email nmh for approval.**

This applies primarily to the **Madison Family Law** campaign, identified as the only practice area realistically at risk of capacity constraints (e.g., during long trials). Other practice areas — Criminal Defense, Personal Injury, Academic Misconduct — were assessed as low-risk for capacity issues.

The protocol ensures:
1. ROI is prioritized — spend stops when intake capacity is saturated
2. The client retains visibility and control over campaign status changes
3. No unilateral pauses occur without documented approval

## 2026 Infrastructure Plans

- **Spending threshold review** — planned for January 2026 to formalize budget caps per campaign
- **LSA launch** — Local Service Ads identified as a new channel to layer on top of existing Google Ads
- **Waukesha PPC spend** — already reduced post in-person meeting; to be reassessed in January budget review

## Related

- [[clients/axley/_index]]
- [[knowledge/ppc/campaign-pause-protocol]]
- [[knowledge/ppc/google-ai-optimization-risks]]