A key strength of our process is gaining a deep understanding of your target audience – their needs, preferred communication channels, and any sensitivities requiring consideration. Our focus is not defined in terms of demographic, but on the individuality of the end client, with a strong focus on addressing the problem and solving it with precision, trust, and confidence.
Conveyancing – clients are typically homeowners or buyers under time pressure, more so, if they’re involved in a property chain transaction. Their searches are urgent and they compare prices quickly and convert fast. By making it super easy for customers to get in touch with greater clarity around calls to action – with buttons for direct chat with humans, enquiry forms, and phone options – we saw a 20% year-on-year increase in conveyancing enquiries, with a 15% uplift in qualified digital enquiries that converted into new business for the firm. The ad copy, landing page, and CTA needed to reflect that speed and clarity.
Probate – clients are often in an emotionally sensitive state. They need reassurance, clear information, and a firm that feels trustworthy – not salesy. The messaging for this service was deliberately softer, leading with expertise and empathy before any call-to-action.
Corporate law – clients are often business owners seeking commercial contracts, employment advice, or dispute resolution. These clients tend to be more deliberate decision makers and work in a fast paced and high stress environment. They are actively comparing the expertise of firms and expect information to be delivered quickly and in direct manner. The landing pages we built spoke directly to their priorities, which were to protect the business, making the right legal decision, obtaining expert advice so they were able to access expert advice efficiently and without delay.
By profiling each end client separately and designing an entirely bespoke marketing approach (by creating ad copy, keywords, landing page, and offer), we were able to achieve a far higher conversion rates, as compared to what a one-size-fits-all approach would have delivered.
Understanding your client is only part of the equation, the rest lies in ensuring every pound of your budget delivers maximum impact. Three areas are critical to getting this right: targeting the right geography, cutting wasted clicks, and knowing when – and how – to scale. Taking each one in turn:
For most law firms, the majority of clients come from a defined geographical area. A firm based in Manchester is not likely to close a conveyancing instruction from someone buying a house in Bristol. Yet, without deliberate geo-targeting, Google Ads will happily spend your budget on exactly those searches.
We start every campaign with a detailed locality analysis – mapping where the firm’s existing clients are located, identifying the most valuable postcodes and commuter zones, and building that into the campaign structure. This means setting precise radius targeting or location bid adjustments so that your ads appear most prominently to people searching within a realistic catchment area.
For corporate law clients, the geography can be wider – a business owner in one city may well instruct a firm in another if the expertise is right, so we adjust the targeting logic accordingly. The point is that every campaign has a deliberate, considered geographic strategy rather than a default “all of UK” setting that wastes budget on clicks that may never convert.
One of the single biggest reasons Google Ads campaigns underperform is wasted spend on irrelevant searches. Broad match keywords, which left unchecked, will trigger your ads for searches that have no relation to what you offer. For a law firm, this can mean paying for clicks from people searching for legal TV dramas, free legal advice, or “how to represent yourself in court” – none of whom have any intention to instruct a solicitor.
Our approach starts with tight match types and comprehensive negative keyword lists built from day one. We review the actual search terms report every week, identifying the irrelevant queries triggering spend and adding them as negatives. This is an ongoing activity, not a one-time setup task.
For this firm, that discipline was a major driver of the cost-per-lead reduction from £65 down to £22. It wasn’t that we found “magic keywords”, rather, it was that we systematically removed the budget drain from searches that were never going to convert, allowing more of the spend to focus on the high-intent queries that produce enquiries.
One of the most common mistakes that a law firm makes is either leaving Google Ads running on autopilot (spend stays flat, performance drifts) or increasing budget too soon, before the campaign has proven it can deliver at a cost that makes commercial sense.
We set a clear target return on ad spend (ROAS) for every client before we spend a single pound. For this firm, we knew that a conveyancing instruction was worth a certain average fee, a probate matter more, and a corporate retainer considerably more again. That gave us a maximum cost-per-lead for each practice area – a number we could manage to and optimise against.
Once the campaign consistently hit or beat that target – which materialised by month two – we had the data to make a confident case for scaling. Increasing budget on a campaign that is already delivering at the right ROAS is simply buying more of what is already working. By contrast, scaling a campaign that hasn’t proven its efficiency yet is just spending more money on an unknown outcome.
By month three, this firm’s campaigns were generating over 100 qualified enquiries every month at a ROAS of 4.2x – giving the partners the confidence to treat Google Ads as a core, scalable part of their growth strategy rather than an experimental cost.
We mapped out exactly what potential clients were searching: “conveyancing solicitor near me”, “probate solicitor UK”, “corporate solicitor for small business” and built campaigns around high-intent terms with the strongest cost-per-click ratios. Corporate law searches, in particular, come from business owners with high lifetime value, so even a modest number of enquiries can translate into significant revenue.
Rather than sending traffic to the homepage, we created conversion-focused landing pages for each practice area. Each page matched the ad copy exactly and included a clear call-to-action for a free consultation.
We launched separate campaigns for conveyancing, probate, and corporate law. Each practice area has its own intent signals – someone searching “conveyancing quote online” is further down the funnel than someone searching “do I need a corporate solicitor” – so we built tight ad groups with messaging that matched where that prospect was in their decision journey. Responsive search ads and extensive negative keyword lists ensured budget was focused only on qualified searchers.
We set up detailed call tracking and form submission tracking. Every lead was tagged so the team could see which services were driving the most valuable enquiries – not just the most clicks.
Weekly bid adjustments, A/B testing of ad copy, and landing page tweaks drove cost-per-lead down from over £65 in week one to under £22 by the end of month three – a 66% reduction, all on a budget of £800–£1,000/month. By month three, the campaigns were generating over 100 qualified enquiries every single month!
On a Google Ads budget of just £1,000 per month, within 90 days:
The firm now runs Google Ads as the core of their new client acquisition strategy. A predictable pipeline, built on a sensible budget, no longer relying solely on referrals.
“We were sceptical about Google Ads — we’d tried it before with no results. EclickPro completely changed that. Within three months we had over 100 enquiries a month coming through consistently, at a cost we could justify many times over.”
— Managing Partner, UK Law Firm
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Published with full client permission. Results may vary. All figures are based on actual campaign data verified by the client.
