PPC for UK law firms
We cut wasted ad spend and win more enquiries.
Most firms have tried Google Ads. Many came away with plenty of clicks, unclear reporting and few matters they would take. We point the budget at the searches your site cannot win yet, cut the spend on the ones it already does, and link every enquiry back to the spend that bought it.
See how much of your spend buys clicks you already rank for
Generate your Client Acquisition Map- Free map
- 90 seconds to start
- Reviewed by a senior strategist
Is PPC right for your firm?
This service is built for
- Law firms with clear target practice areas and an appetite to grow specific departments
- Partners who want transparency on what they are spending and what they are getting back
- Firms with a functioning intake process that can respond quickly to new enquiries
Probably not the right first step
- Firms that have never tracked enquiries, so there is no baseline to measure spend against
- Firms without the capacity to take on new work right now
- Firms that need to build a basic intake process first
Paid search matters to law firms for a simple reason: prospective clients search for a lawyer at the exact moment they are ready to speak. Google Ads and Local Services Ads often appear above the organic results and the directories, so your advert is the first thing that person sees. Competition for those searches is intense and gets more expensive every year. A poorly managed account quietly spends budget that could be winning high-value matters.
You are already paying for visibility, one way or another. Specialist legal PPC keeps that spend on the right matters, in the right locations, at the right times. We focus on the search terms, locations and intake process that produce profitable cases, then cut everything else. Your budget turns into measurable enquiries and signed files, not noise.
The map is the place to start, whether or not you work with us. Connect Google Ads read-only and it shows how much of your spend went to searches your site already ranks top three for. The figure is published as a range, not a point estimate. Those are clicks you are paying for that you already own. Cutting them costs nothing, and it frees budget for the searches your site cannot reach yet. It takes about 90 seconds to start and about 25 minutes to build, and you keep the report either way.
If you have never tracked enquiries, do not have capacity to take on new work, or need to build basic intake first, that foundation work may be a better starting point. If you are ready to turn paid search into a reliable channel for new instructions, this is for you.
How our PPC programme works
PPC and opportunity audit
We review your current Google Ads and Local Services Ads setup, or create one if you are starting fresh, and analyse what past spend bought. Then we map the search terms, locations and times that represent the best opportunities for your firm. The audit also marks the searches your site already ranks for, so budget is not spent buying clicks you would have won anyway. If you generated your map with Google Ads connected, the audit starts from what it found rather than from a blank page.
Campaign rebuild around high-value matters
We structure campaigns, ad groups and keywords around your core practice areas and locations, so a conveyancing search never lands on a family law advert. Each practice area gets its own budget, so a busy conveyancing campaign cannot quietly starve the employment one. Ad copy is written to the client's situation and inside the SRA Transparency Rules from the first draft. Negative keywords block the obvious time-wasters, such as job seekers and people looking for free advice, before they cost you a click.
Landing pages and intake alignment
We connect your adverts to focused landing pages that match the search, rather than sending everyone to the homepage. Where a page is weak, the map's conversion score tells us what to fix first. It checks five things: contact routes, calls to action, trust evidence, pricing and speed. We then make sure your phone, form and live chat can handle and track new enquiries properly, so good prospects do not slip through the net. Every enquiry is tagged with the campaign and search term that produced it, which is what makes the reporting in step five possible.
Ongoing optimisation and budget management
We monitor search terms, bids and enquiry quality, moving budget towards what is producing enquiries your firm would take and away from what is not. Spend on searches your site already ranks for is cut, so the budget goes to the clicks you cannot earn yet. New search terms are added or blocked as they appear, so the account gets tighter over time rather than drifting. Every change is written up with the reason for it, so you can see what moved and why.
Reporting that links spend to signed matters
We report on spend, enquiries and signed matters together, by practice area, so every budget decision is made on your firm's own numbers rather than on click counts. You see the cost of an enquiry and, where your intake data allows it, the cost of a signed matter. That is the figure a partner needs to decide whether to grow the budget, hold it or move it. The same report keeps tracking the spend that goes to searches you already rank for. The figure your map first flagged is watched month by month, not found once and forgotten.
Outcomes you can expect
Our goal is simple: more qualified matters from paid search. Each outcome is measured from your own account, against the baseline your map sets.
More enquiries from people actively searching for your specific services
The budget goes to the searches where someone is ready to speak to a solicitor, not to browsing traffic. Every enquiry is tagged with the campaign and search term that produced it. You can see which practice area each one belongs to.
Better alignment between the search term, the advert and the landing page, so more clicks become enquiries
Someone searching for a conveyancing quote lands on a conveyancing page with a clear way to get in touch. That page carries the price information the rules ask for, so the visit does not end at a missing number.
Less wasted spend on irrelevant or low-value searches, locations and times of day
That includes the searches your site already ranks for, where a paid click buys a visit you would have had anyway. Negative keywords and tighter match types keep the account away from job seekers and free-advice searches. Those people were never going to instruct.
A clear line of sight between ad spend, enquiries and signed matters, so you can make confident budget decisions
When a partner asks what paid search is bringing in, the answer is a number from your own account, not a click count. The same numbers show which practice areas deserve more budget and which are costing more per enquiry than the matters are worth.
Results, from the firm's own numbers
Crescat have transformed how we show up online, for example our Q2 reports show our new users grew by 26%, and leads more than doubled, with conversion rates improving by over 50%
Alvin Holder Digital Marketing Manager, Russell Cooke
- 2×leads
Note: There is no paid-specific client number yet. Alvin Holder's 2× leads is Russell Cooke's overall figure from their Q2 reports, not a paid-search result.
Written inside the SRA Transparency Rules from the first draft.
Packages from £2,800 a month, with a 50% lead-growth target and a service-credit guarantee from Tier 2.
See packagesQuestions firms ask about PPC
Do we have to connect Google Ads to get the map?
No. The map has a public-data door, so you can start from your domain alone. It takes about 90 seconds to start and about 25 minutes to build.
Connecting Google Ads, read-only, lets the map score your paid efficiency from your own account. It shows which searches your spend went to, and how many of them your site already ranks for. Access is through a verified Google app, and it is revoked as soon as your data is read.
The map reads four sources: Search Console, Google Ads, Google Analytics and a site crawl of up to 1,000 pages. Google Ads is the one this page is about, and it is optional.
If you do not connect it, the paid pillar is shown as not connected rather than scored at zero. You can connect it later if the rest of the map makes the case.
What does the map show for paid search?
How much of your spend went to searches your site already ranks in the top three for, shown as a range rather than a point estimate. That is the wasted spend this page's headline is about: clicks you are paying for that you already own.
It sits alongside a paid efficiency score, one of the six pillars in your Client Acquisition Score. So you see paid search next to demand, conversion, AI answers, authority and technical health, not on its own.
Each channel unlocks one worked example in full, so you can see what a paid-search fix looks like before deciding whether to act on it. A senior strategist reviews the map before it reaches you, and you keep it either way.
One report per firm, built from more than 600 automated checks across fourteen stages you can watch live. Prospect data is deleted after 90 days.
We already have an agency running our ads. Is this still useful?
Yes, and it is the most common case. The map measures what is happening in your own account and on your own site, not who did the work. Most marketing leads use it to check that what they are being told matches what their own data says.
Paid search is where that check matters most. Click counts and cost per click say nothing about whether the clicks became matters your firm would take. The map asks two different questions. How much of the spend went to searches you already rank for? And can the pages those clicks land on turn a visit into an enquiry?
If the map shows waste, you can hand the findings to your current agency, or ask us to do the work. Either way, you have a baseline from your own account to judge the next 90 days against.
How quickly does paid search produce enquiries?
Sooner than organic search, because the adverts show as soon as the campaign is live. There is no waiting for pages to be indexed or for rankings to move.
How many of those clicks become enquiries depends on three things: the search terms, the landing page and how quickly your intake team responds. The map scores the first two from your own account and your own site, and sets the baseline the work is judged against. The third is yours, which is why a working intake process is in the fit list above.
Early on, the work is cutting waste and finding the terms that produce enquiries you would take. As the search-term data builds, the budget moves towards those terms, and the reporting shows what each one is costing per enquiry.
Will the adverts be compliant?
Yes. Ad copy and landing pages are written inside the SRA Transparency Rules from the first draft, so nothing has to be pulled and rewritten after launch.
Negative keywords keep your budget away from searches you would not want your firm's name beside. The account structure keeps each practice area's adverts on that practice area's searches.
Where the rules ask for price information to be published for a service, such as residential conveyancing, the landing page carries it before the advert goes live.
Pricing is also one of the five things the map's conversion pillar checks on every commercial page. The other four are contact routes, calls to action, trust evidence and speed. A landing page that is missing it shows up in your map before an advert is written.
