We took over an Adwords account for a legal services company on 10.1.16. Client previously had no GA goal tracking set up, so first up--we set up three goals: 1.) Form fill, 2.) Phone call, 3.) Interact with live chat. Side note: Client was not using live chat before we signed them up, but we really drive hard that our PPC clients get into it. We always get good lead volume from chat. They also weren't using any call tracking and we fixed that right away as well!