Legal PPC is one of the most competitive and expensive verticals in paid advertising. Keywords like "personal injury solicitor" and "family law advice" can cost £10–£40 per click. You need an approach that controls costs, converts intent, and respects the compliance requirements of legal advertising.
Legal is one of the highest-CPC verticals in Google Ads. A single click on "no win no fee personal injury solicitor" can cost more than an entire day's budget for a business in another industry. Without deep knowledge of how to structure legal campaigns, that budget evaporates fast — on clicks from the wrong areas, the wrong searches, and the wrong audiences.
There are also compliance considerations that a generic agency might overlook. Legal advertising is governed by SRA regulations and advertising standards — you can't make misleading claims, imply guaranteed outcomes, or misrepresent your fee structures. Copy needs to be accurate and compliant, not just punchy.
Different practice areas require completely different campaigns. Personal injury, family law, conveyancing, employment, and commercial law each have their own keyword intent, their own competitive landscape, and their own conversion behaviour. Bundling them into one campaign is a reliable way to waste money.
Ad copy that meets SRA and ASA requirements — no misleading claims, no implied guaranteed outcomes, no fee ambiguity.
Legal clients call rather than fill forms. Call tracking and recording integration tells you exactly which ads and keywords drive real enquiries.
Separate campaigns per area of law with tailored keywords, landing pages, and bid strategies for each practice area.
Remarketing and audience nurturing for clients who take days or weeks to shortlist and contact a solicitor.
Legal clients search with high intent and high anxiety. Being visible in the right place, at the right moment, with the right message determines whether they call you or the firm above you in the results.
The primary channel for legal enquiries. People searching for "conveyancing solicitor Edinburgh" or "employment law advice Scotland" have immediate, high-intent need. We build campaigns around the specific keywords that matter for each of your practice areas, backed by rigorous negative keyword management to filter out the searches that waste budget — students researching law, people looking for free advice templates, and queries from outside your service area. Ad copy is built to establish trust and authority without crossing compliance lines.
Bing is consistently overlooked by legal firms and their agencies — which means less competition and lower CPCs. The demographic skews older, which is directly relevant to legal services: people dealing with probate, property transactions, employment disputes, and personal injury claims. CPCs on Bing are typically 30–40% cheaper than equivalent Google terms, with comparable conversion intent. For firms managing tight budgets in competitive markets, Bing is a genuinely undervalued opportunity.
For solicitors with physical offices, Local Services Ads appear above standard search results and standard Google Ads — prime position on the page. They include a "Google Screened" badge which is a powerful trust signal for prospective legal clients who are already cautious about who they instruct. You pay per lead, not per click, which changes the economics significantly for high-CPC legal terms. We handle LSA setup, verification, and ongoing optimisation to maximise lead volume at the best cost per enquiry.
Legal decisions take time. Someone searching for a solicitor today might not instruct one for another two or three weeks — during which they'll visit five or six firm websites and compare options. Remarketing campaigns on Google Display and Meta keep your firm visible during that decision window, so when they're ready to pick up the phone, your name is the one they remember. We build audience segments based on the pages visited, practice areas browsed, and time since last visit to keep messaging relevant.
Each practice area has its own search behaviour, competitive dynamics, and conversion characteristics. Whether you're a full-service firm or a specialist practice, campaigns are built around the work you actually do.
The results have been phenomenal. Our Google Ads and Meta campaigns are now working harder than they ever have, and we're seeing strong returns across every channel. Jamie doesn't just manage the ads — he understands the business behind them.
Yes, PPC advertising is permitted for law firms, but the ad copy must comply with SRA regulations and ASA advertising standards. This means no misleading claims, no implied guarantees of outcomes, and transparent fee representation. We write all ad copy with compliance in mind — so your ads are effective without putting your firm at regulatory risk.
It depends on the practice area. Common high-intent terms include conveyancing solicitor, employment law advice, personal injury claim, family law solicitor, and wills and probate — often combined with a location. Legal keywords can cost £10 to £40 per click, which is why tight negative keyword management and precise match types are essential to control spend.
Legal PPC is one of the most expensive verticals in Google Ads. A realistic starting budget for a law firm is £2,000 to £5,000 per month in ad spend, depending on practice areas and geographic reach. Management fees are charged separately, typically £750 to £1,500 per month. The key is ensuring the cost per enquiry makes sense relative to the value of a new client.
Yes, and for many law firms it is the primary source of new enquiries. Google Search captures people actively looking for legal help right now — a far more qualified audience than display or social advertising. Lead quality depends on how well campaigns are structured, the landing page experience, and how clearly ads filter out irrelevant searches.
A good cost per lead varies significantly by practice area. Conveyancing can achieve a CPL of £50 to £150 in many markets. Personal injury and medical negligence typically run higher given keyword costs, but the value of a single successful case justifies it. The right benchmark is what a new client is worth to your firm, not an arbitrary CPL figure.
We have experience running paid media campaigns across a range of practice areas including personal injury, family law, conveyancing, employment law, wills and probate, and commercial law. Each area has its own keyword landscape and competitive dynamics — campaigns are always structured separately by practice area rather than bundled into a single account.