Practice area campaigns
Separate budgets for conveyancing, family, probate and so on, so the work you want most gets the spend.
Google Ads for law firms
Pay for enquiries, not wasted clicks
Legal clicks are some of the most expensive on Google. We build campaigns that reach people ready to instruct a solicitor today, and cut out the searches that never become clients.
Google Partner agency, working with law firms across England and Wales
Why legal ad budgets leak
Most law firm accounts pay for the wrong searches
When we audit legal Google Ads accounts, the same problems come up again and again: broad match keywords with no negatives, so the firm pays for "solicitor jobs", "free legal advice" and "how to do probate yourself". Ads sent to the home page. No call tracking. Budgets spread across practice areas the firm doesn't want more of.
We rebuild around the work you want: one campaign per practice area, exact and phrase match keywords, long negative lists, ad copy that's accurate and within SRA rules, and a dedicated landing page for each service with a short form and a tap-to-call number.
What's included
What a well-run legal Google Ads account looks like
Built and checked by a Google Partner agency, managed every week, reported in plain English.
Negative keyword lists
Hundreds of exclusions for jobs, training, free advice, DIY and irrelevant areas of law, kept up to date.
Landing pages that convert
A focused page for each service, with prices where the Transparency Rules require them, reviews and a short form.
Call and form tracking
Every call and form recorded as a conversion, so the account optimises for enquiries, not clicks.
Ad scheduling
Ads shown when you can answer, with call-only hours matched to your reception cover.
Weekly management
Search terms, bids and budgets reviewed every week, with a clear monthly summary.
What you get
Your Google Ads plan includes
- Free audit of your current account
- Campaign structure by practice area
- Keyword research and negative lists
- SRA-conscious ad copy, approved by you
- Landing page recommendations or builds
- Conversion tracking for calls and forms
- Weekly optimisation
- Live dashboard and monthly summary
Examples
Searches we bid on, and searches we block
Bid on searches with clear intent to instruct. Block the rest. For example, we bid on:
- conveyancing quote [town]
- family solicitor [town]
- probate solicitor fixed fee
- employment solicitor for employers
- commercial property solicitor
- lasting power of attorney solicitor
- and block: solicitor jobs
- and block: free legal advice
Questions and answers
Google Ads for law firms: questions
Straight answers to what firms ask us before they start.
Anything else? Call 0121 573 0233 or send us a message.
It depends on your practice areas, location and the value of a typical matter. Some firms start at a few hundred pounds a month on one practice area and grow from there. We recommend a budget after the free audit. Management with us starts from £500 a month plus VAT, and ad spend is paid directly to Google.
Yes. The SRA Code of Conduct requires publicity to be accurate and not misleading, including anything about fees. We write ads that describe your services and prices accurately, avoid implying guaranteed outcomes and avoid claims you can't support. Google also has its own policies for legal services, such as restrictions on some claims-related advertising.
Often within the first week or two once campaigns go live, because ads appear straight away. The first month is usually spent tightening keywords and negatives, so cost per enquiry tends to fall over the first two to three months.
Yes. The Google Ads account is set up in your name, with your billing. We manage it through our agency account, and if you ever leave, you keep the account, its history and all the data.
Yes. We'll audit it first, keep what's working and fix what isn't. There's no need to start from scratch and lose the history.
Practice areas
Working in a particular practice area?
Conveyancing
Direct buyers and sellers, not just panel work.
Family law
Calm, clear pages for a hard moment.
Wills and probate
Local searches and trust for families.
Personal injury and claims
Compete with claims companies, within the rules.
Commercial and employment
Reach businesses and employees searching for advice.
Another practice area?
Immigration, crime, motoring or something else. Ask for a free audit and we'll look at it.
Free law firm audit
Find out why clients choose another firm
We'll look at your firm the way a prospective client does, then tell you what to fix first. Free, with no obligation.
- Where you rank against nearby firms
- Whether your practice area and price pages do their job
- Your SRA badge, reviews and enquiry path
- Three priority fixes, in plain English