Legal PPC That Generates Case Enquiries
Google Ads management built for law firms. We understand high CPCs, compliance requirements, and the importance of case value over lead volume.
You Are Paying £10+ Per Click and Most Leads Go Nowhere
Legal PPC is expensive. CPCs run £5 to £15+ for competitive practice areas, and half the calls you receive are tyre-kickers or wrong practice area enquiries. Without proper tracking, you cannot tell which campaigns generate signed cases — so you keep spending on keywords that waste money.
What Is Legal PPC?
Legal PPC is pay-per-click advertising for law firms and legal services. It covers Google Ads search campaigns, Local Service Ads, and display advertising targeted at people actively searching for legal help. Legal PPC requires specialist knowledge because of high click costs (£5-15+ per click), strict advertising regulations from the SRA and Google, and the need to track campaign performance all the way through to signed cases rather than just leads.
What We Do for Law Firms
Six capabilities that turn expensive legal clicks into profitable case enquiries.
Practice Area Campaigns
Dedicated campaigns for each practice area — personal injury, family law, criminal defence, corporate. Separate budgets, separate targeting, separate landing pages.
Local Service Ads for Lawyers
Google Local Service Ads that put your firm at the top of search results with the Google Guaranteed badge. Pay per lead, not per click.
Call Tracking & Attribution
Track every call, form submission, and live chat back to the keyword and ad that generated it. Know exactly which campaigns produce signed cases.
Competitor Bidding
Strategic competitor conquesting that captures prospects researching rival firms. Differentiated messaging that highlights your strengths.
Landing Pages for Legal
Conversion-optimised landing pages built for legal. Clear practice area focus, trust signals, and intake forms that pre-qualify leads before they reach your team.
Quality Score Optimisation
Legal CPCs run £5-15+ per click. Quality Score improvements of 1-2 points can save thousands per month. We optimise relevance, landing pages, and ad copy to reduce your costs.
Results We Deliver
Legal search campaign CVR vs 4.35% industry average
Average cost-per-acquisition reduction in first 90 days
Qualified leads that convert to signed cases
When Legal PPC Makes Sense
Legal PPC Pricing
Transparent monthly plans. See full pricing details
- Up to £3K ad spend
- Single practice area
- Monthly reporting
- Call tracking setup
- Up to £15K ad spend
- Multiple practice areas
- Local Service Ads
- Bi-weekly reporting
- Landing page optimisation
- £15K+ ad spend
- All practice areas
- CRM integration
- Competitor conquesting
- Weekly reporting + strategy
Legal PPC Questions
- Legal keywords are among the most expensive in Google Ads because each client can be worth thousands to tens of thousands of pounds. Personal injury, criminal defence, and employment law terms regularly exceed £10 per click. The key is not reducing CPC at any cost — it is ensuring your cost per signed case is profitable.
- We write ad copy that complies with SRA (Solicitors Regulation Authority) guidelines and Google advertising policies for legal services. This includes proper disclaimers, avoiding guaranteed outcome claims, and ensuring landing pages meet regulatory standards.
- We manage campaigns across all major practice areas: personal injury, family law, criminal defence, employment law, immigration, corporate law, conveyancing, and medical negligence. Each practice area gets a dedicated campaign structure and landing page strategy.
- We integrate with your case management system or CRM to track which ad clicks lead to signed cases and their value. Offline conversion imports feed this data back into Google Ads so the algorithm optimises for case value, not just form fills.
- For most law firms, yes. Local Service Ads appear at the very top of search results and charge per lead rather than per click. The Google Guaranteed badge builds trust. We recommend running LSAs alongside standard search campaigns for maximum coverage.
- Most law firms see improved lead quality within 2-4 weeks of campaign restructuring. Full optimisation including call tracking, CRM integration, and Quality Score improvements typically takes 60-90 days. ROI becomes clearly measurable once you have 30-60 days of case outcome data.
Ready to Grow Your Legal Business?
Get a free wasted spend analysis of your law firm's Google Ads. We will show you where budget is leaking and how to generate more signed cases.