Law Firm PPC Agency
Law Firm PPC Agency Built for Case Acquisition
Specialist Google Ads management for law firms, solicitors, and legal practices. We drive qualified client enquiries for personal injury, family law, conveyancing, commercial litigation, and specialist legal services — with full call tracking and cost per case transparency. Senior specialists only. No contracts.
Companies we've worked with
Visionary Marketing is a UK Google Ads agency for law firms — practice-area-structured campaigns covering personal injury, family, conveyancing, wills and probate, commercial, and criminal defence. SRA-aware ad copy, COLP-integrated workflow, and case-attribution reporting tied to your case management system. Newcastle-based. Senior specialists only. Month-to-month, no long-term contracts.
The Spec
How Law Firm Google Ads Should Actually Be Structured
01
One campaign per practice area.
Personal injury, family, conveyancing, wills and probate, commercial, criminal — each gets a separate campaign. Different budgets, different bidding strategies, different ad copy, different landing pages. Lumping them together hides which practice area is profitable and which isn't.
02
Match-type discipline.
Phrase and exact match for high-intent terms; broad-modified-equivalent only for research-stage queries. Negative keyword libraries built per practice area to cut wasted spend (e.g. "free", "pro bono", "legal aid" for private-client practices).
03
Geo segmentation by court catchment.
PI ads target the catchment of relevant Crown / County Courts. Family ads target FCRC areas. Conveyancing targets Land Registry districts. Generic "UK" targeting wastes budget on out-of-area enquiries that don't sign.
04
Landing pages that match the ad.
One landing page per practice area, mirror-matching the ad copy. No one-size-fits-all contact form. Each landing page has practice-area-specific qualifying questions, SRA-compliant disclaimers, and a phone number tracked by source.
05
Call tracking by ad group.
Dynamic number insertion (CallRail or CallTrackingMetrics) routing calls to practice-area-specific intake numbers, recording call duration, mapping to ad groups, syncing to your CMS for closed-loop attribution.
06
Conversion goals beyond form-fill.
Phone calls longer than 2 minutes count as enquiries. Specific page visits (e.g. "fee structure" page) count as engaged. Pre-qualifying calculators count as qualified leads. Form-fill alone misses 60% of legal enquiries.
07
Bidding tied to case value.
Smart bidding strategies fed with offline conversion data (signed cases, not just enquiries) so Google's algorithm optimises for what actually pays the bills, not for cheap clicks.
08
Ad copy that passes SRA review.
No comparative claims that aren't substantiated, no "best [X] solicitor" superlatives, balanced language on outcomes (especially for PI). COLP-approved at brief stage, not draft stage.
Signature Interactive
Calculate Your True Cost Per Signed Case
Pick your practice area, drop in your conversion rates and average case fee, and see what each signed case actually costs you on Google Ads. Numbers are rough defaults from across our law firm book of business — overwrite them with yours.
Cost per enquiry
£240
Cost per signed case
£1333
Gross margin per case
£5167
To win 10 cases per month, you need: 1,111 clicks/month and approximately £13,333 in monthly Google Ads spend.
Break-even case fee: £1333. If your average case fee falls below this, the campaign is loss-making at the inputs above.
Want this filled with your actual data? Book a 30-minute auditPractice-Area Spine
Six Practice Areas, Six Different PPC Playbooks
A campaign that wins for conveyancing won't win for commercial. Below is what changes per practice area.
| Practice area | CPC range | Top tactic | Common waste |
|---|---|---|---|
| Personal Injury | £8–£18 | Catchment-based campaigns by injury type; aggressive negatives on "free claim" keywords | Targeting national keywords without injury-type segmentation |
| Family Law | £14–£24 | HNW-targeted ad copy; pre-qualifying landing-page questions on financial complexity | Bidding on "divorce" broad without filtering for serviceable assets |
| Conveyancing | £6–£14 | Postcode-radius targeting; FTB / leasehold / equity-release ad groups split | Generic "conveyancing solicitor" bids without remarketing flow |
| Wills, Probate & Trusts | £8–£14 | Trust-type-specific landing pages; STEP-membership trust signal in ad copy | Aggregating probate and will-writing into one ad group |
| Commercial / Corporate | £18–£28 | Sector-specific (commercial property, M&A, employment) campaign segmentation; lead-magnet content | Bidding on "business solicitor" broad — wastes budget on micro-businesses |
| Criminal Defence (private) | £10–£18 | Offence-type-specific ad groups; out-of-hours phone-call bidding | Mixing private and legal-aid traffic in one campaign |
Case Study
How a Multi-Site Personal Injury Firm Cut Its Cost Per Signed Case from £680 to £215 in 9 Months
Where they started
Three-office personal injury firm operating across the North West. Eight fee-earners, plus paralegals. Spending £18,500/month on Google Ads via a generalist marketing agency. Cost per signed case (when they could even calculate it — they couldn't reliably) was estimated at around £680. The previous agency reported impressions, clicks and conversions but had no integration with the firm's Proclaim case management system, so the partners genuinely didn't know which clicks were turning into clients.
What we did
First we rebuilt the campaign structure. Six campaigns instead of one — each targeting a specific injury type (RTA, accident at work, industrial deafness, medical negligence, military and asbestos, cosmetic surgery). Each with its own landing page, its own ad copy, its own qualifying questions, its own catchment-area geography. Negative keyword libraries cut about 28% of spend on "free claim" / "no win no fee free advice" / generic enquiry traffic that didn't convert to fee-paying cases.
Second we deployed CallRail with dynamic number insertion per landing page. Calls longer than 2 minutes counted as enquiries. We integrated CallRail's webhook into the firm's Proclaim instance so when a case was opened in Proclaim, the matching enquiry was attributed back to its originating ad group. The partners could finally see cost per signed case at the campaign level.
Third we fed offline conversion data into Google Ads. Smart bidding strategies (Maximise Conversion Value, with target ROAS) optimised against signed cases rather than form fills. The algorithm started biasing budget toward injury types that actually paid out — particularly industrial deafness and medical negligence — and away from heavily competed RTA traffic where the firm wasn't the price leader.
What changed
By month 6, cost per signed case had dropped from £680 to £315. By month 9, it was at £215. Total monthly spend was held roughly flat at around £19,000, but signed-case volume rose from 28 per month to 71 per month. Industrial deafness alone went from 2 cases per month to 14, with cost per case averaging £160. The firm reinvested some of the saving into hiring a paralegal to keep up with case volume.
What's next
The firm is rolling the same campaign-structure-by-injury-type model out to a fourth office opening in Manchester in late 2026. They've also asked us to integrate Microsoft Ads coverage, which historically over-indexes for the older PI demographic. Engagement renewed in month 10 with no long-term contract — month-to-month, 30 days' notice.
"The previous agency told us our cost per click. Visionary told us our cost per signed case. Once we could see that number per practice area, every other reporting metric became less interesting."
— Managing Partner, North West Personal Injury Firm
Your Specialist
The Person Who'll Be Running Your Law Firm PPC
Your account isn't run by "the team". It's run by one named senior specialist with verifiable credentials, real photo, and a LinkedIn-checkable career history.
| Name | Chris Coussons |
| Role | Founder, Visionary Marketing |
| Experience | 15+ years performance marketing |
| Specialism | Law firm Google Ads, practice-area campaign structure, case-attribution reporting |
| Education | BA (Hons) Business Management & Marketing, University of Sunderland |
| Certifications | Google Ads Search · Google Ads Editor |
| linkedin.com/in/chriscoussons |
Chris Coussons founded Visionary Marketing in October 2021. His 15+ years in performance marketing began with personal projects through the early 2010s before he moved into salaried roles in 2017, including running the digital function at Allies Group (where he managed and trained a team of five channel specialists) and Performance Digital Marketing Manager at LITELOK®. He has personally managed Google Ads budgets from £500 to £150,000 per month and works across SEO, Google Ads, Google Shopping and AI search visibility (GEO). He focuses on ROAS and revenue, not vanity metrics.
On the law firm Google Ads side specifically, Chris has worked with regulated professional services clients on practice-area campaign structure, SRA-aware ad copy, and call-tracking integration with case management systems including Proclaim, LEAP, and Quill. He is Google Ads Search certified and a regular Google Ads Editor user (the desktop tool, not the web UI — which makes a measurable difference on multi-campaign legal accounts).
Chris is the named specialist on every Visionary law firm PPC account. The person who scopes your account is the same person who writes the strategy, executes the work, and reports on it. Read his full bio.
Pricing
Law Firm PPC Pricing
Management fees only — your Google Ads spend is separate, paid directly to Google by your firm. We never markup ad spend.
| Tier | Suitable for | Monthly fee | Includes |
|---|---|---|---|
| Single-practice firm | One practice area, one or two locations, ad spend £2k–£8k/mo | £1,800–£2,400 | One campaign build, basic call tracking, monthly reporting, COLP brief loop |
| Multi-practice firm | 3–5 practice areas, multi-site, ad spend £8k–£25k/mo | £2,800–£4,200 | Practice-area campaign structure, full call tracking + DNI, CMS integration, weekly optimisation |
| Multi-site / national | 6+ practice areas, national footprint, ad spend £25k+/mo | £4,800–£8,500 | All of the above plus offline conversion bidding, Microsoft Ads coverage, dedicated optimisation rhythm |
No long-term contracts. Monthly rolling. 30 days' notice. Quarterly fee reviews against delivered cost-per-case outcomes.
FAQ
Common Questions From UK Law Firm Partners
How does Google Ads work for a UK law firm?+
Practice-area campaigns target high-intent commercial keywords ("personal injury solicitor [town]", "family law firm [town]") and route enquiries through call tracking and form attribution into your case management system. We segment campaigns by practice area, geography and intent stage so you can see cost-per-signed-case at the campaign level rather than guessing at the account level.
What's a realistic cost per signed case?+
Practice-area dependent. Family law typically sits at £180–£450, conveyancing at £45–£120, personal injury at £85–£260, commercial at £750–£3,500 per matter. The calculator above gives you a per-practice-area model. The first audit conversation gives you firm numbers based on your actual conversion rates, fees, and competitive landscape.
Do you understand SRA marketing rules?+
Yes. SRA Standards & Regulations (Principle 6 on public confidence, plus the SRA Code of Conduct rules on legal services advertising) apply to ad copy and landing-page content. We work with your COLP at scoping rather than at draft, so claims are signed off before they go live. Most agencies skip this. We don't.
Can you set up call tracking by practice area?+
Yes. We deploy CallRail or CallTrackingMetrics with dynamic number insertion per landing page, route calls to practice-area-specific intake numbers, and integrate the call data into your CMS (Proclaim, LEAP, Quill, Clio Manage). Reporting then shows cost per signed case by practice area, by campaign, by ad group.
How does this work alongside our SEO?+
Paid and organic should target different intents within the same practice area. Paid takes the highest-intent transactional queries while you build organic on the more research-led ones. Both feed the same case-attribution dashboard.
Will you guarantee a cost per case?+
We don't guarantee an absolute number, but we do model it transparently — the calculator above is the exact methodology. We commit to a target range agreed at scoping, monthly reporting against that range, and a kill-switch at month 6 if we're missing it materially.
What happens at month 6 if we're not happy?+
Honest answer — we tell you so before you have to ask. Engagements run month-to-month with 30 days' notice. We don't lock you in. Most clients past month six stay through year two; some don't, and that's fine — the model only works if both sides are getting value.
We've been burned by PPC agencies before — what's different?+
Senior-only delivery (no junior account managers), case-attribution reporting from day one (not impressions), monthly-rolling contracts (no lock-in), and practice-area-led account structure. If those are the same things your previous agency claimed, ask us to show you specific named-client examples — we will.
Get a Practice-Area Google Ads Audit
A free 30-minute audit of your existing Google Ads account, covering practice-area attribution gaps, wasted spend, missing call tracking, and what your real cost per signed case is likely to be after a rebuild.
Book a 30-minute law firm PPC auditSound Familiar?
Legal PPC Problems We Fix Every Week
These are the most common issues we see with law firm Google Ads accounts.
Paying £50+ Per Click With No Cases to Show?
Legal advertising keywords are among the most expensive on Google — personal injury, solicitor, and conveyancing terms regularly hit £20-60+ per click. Without precise targeting and high-converting landing pages, you're burning thousands on clicks that never become clients. Our expert ppc marketing strategies maximise every expensive click and boost conversions.
Attracting Wrong Practice Area Enquiries?
Your ads generate enquiries for practice areas you don't handle — criminal defence queries hitting your family law campaigns, or employment law clicks landing on your commercial property page. Poor ppc campaign structure wastes budget on irrelevant traffic. We segment campaigns by practice area to enhance results and boost your online presence.
No Tracking From Enquiry to Signed Client?
Phone calls and form fills come in, but you can't attribute them to specific advertising campaigns. Worse, you can't track which enquiries become instructed clients. We implement call tracking, form attribution, and CRM integration to show your real cost per signed case. Expert tracking delivers measurable results.
Competitors Dominating Your Local Market?
Larger law firms and national practices outspend you on Google Ads advertising. You can't compete on budget, but you can compete on relevance. We build hyper-local campaigns that dominate your geographic area with location-specific ad copy and radius bidding to boost your online presence.
PMax Generating Low-Quality Leads?
Performance Max in legal advertising without proper configuration generates enquiries from people seeking free legal advice, wrong jurisdictions, and practice areas you don't cover. We configure PMax with legal-specific audience signals and exclusions to drive actual case conversions for lawyers and solicitors.
Agency Doesn't Understand Legal?
Generic agencies don't understand SRA advertising rules, the difference between claimant and defendant work, or why conveyancing leads have different values to clinical negligence cases. We do. Legal ppc marketing is our speciality. Law firms can be confident that our law firms agency delivers results from day one.
Our Approach
We Don't Just Run Legal Ads. We Build Your Caseload.
What separates generic PPC from legal-specialist PPC management.
Practice Area Campaign Architecture
Every practice area has different keywords, client intent, case values, and conversion rates. A personal injury case worth £10,000+ in fees deserves a completely different ppc campaign from a £500 will.
We build dedicated campaigns per practice area — separate keywords, ad copy, landing pages, and budgets — with spend weighted by case value and profitability. This is a successful marketing strategy that delivers results for all our clients.
Cost Per Instructed Client
Clicks and form fills are meaningless metrics for law firms. What matters is cost per instructed client — the amount you spend to acquire a client who actually signs a retainer. PPC (pay-per-click) marketing makes this measurable.
We implement full-funnel tracking from advertising click through phone call or form fill to case instruction, giving you the only metric that determines whether your marketing strategies are profitable. Conversions tracked end-to-end.
SRA Compliance
The Solicitors Regulation Authority has specific rules on legal advertising — no misleading claims, proper firm identification, and restrictions on certain types of content.
We write ad copy that's compelling and compliant. Your advertising runs without regulatory risk. Expert compliance built into every ppc campaign.
High-CPC Efficiency
Legal CPCs are expensive — there's no way around that. But expensive clicks don't have to mean expensive cases. Smart advertising and marketing strategies enhance your return.
We maximise every click through precise keyword matching (eliminating 'free', 'pro bono', 'DIY' queries), high-converting landing pages, and call tracking that ensures every genuine enquiry is captured. Results that boost your bottom line.
"Our cost per instructed client dropped by 42% in the first three months. Visionary understood our practice areas from day one — no ramp-up period, no wasted budget while they 'learn the sector'. They already knew legal PPC inside out."
James Thornton
Managing Partner, Thornton & Associates
"The call tracking and CRM integration changed everything. We can now see exactly which campaigns generate signed clients, not just form fills. The reporting is crystal clear and our fee earners trust the data."
Rachel Davies
Marketing Director, Regional Law Firm
Rocketseed: All-Time Google Ads Lead Record in 3 Months
Rocketseed's previous freelancer had drifted the account into a spam-optimisation loop — the bid algorithm was learning from form fills the sales team wouldn't action. We reset conversion tracking upstream with offline conversion uploads from the CRM, then rebuilt campaign architecture and audience layering around qualified-lead value.
Learn How We Did ItRebuild window
All-time lead volume
Quality reset
Sector
Practice Areas
Google Ads for Every Practice Area
Dedicated campaigns built around each practice area's unique requirements.
Personal Injury PPC
High-value, high-competition advertising campaigns targeting claimants. Road traffic accidents, workplace injuries, medical negligence, slip and trip claims. CPCs are high, but case values justify aggressive bidding with proper qualification. Expert marketing strategies enhance conversions for lawyers handling PI cases.
Family Law PPC
Divorce, child custody, prenuptial agreements, financial settlements. Sensitive topics requiring empathetic advertising copy and landing pages that build trust while driving enquiries from people in difficult situations. Results-focused campaigns that boost enquiry quality.
Conveyancing PPC
Property transaction advertising campaigns targeting buyers, sellers, and remortgagors. Volume-driven practice area with lower case values but high transaction volume. Campaigns optimised for cost per completion and conversions.
Commercial Law PPC
B2B targeting for commercial contracts, disputes, corporate law, and employment law. Longer sales cycles, higher case values, and different keyword strategies from consumer-facing legal advertising services for lawyers.
Immigration Law PPC
Visa applications, citizenship, asylum, and work permits. Multi-language considerations, advertising policy compliance for sensitive topics, and geographic targeting for relevant jurisdictions.
Local Law Firm Campaigns
'Solicitor near me', '[practice area] + [city]' advertising campaigns with radius targeting around your offices. Local extensions, Google Maps visibility, and area-specific landing pages that enhance your online presence and boost local results.
Our Process
How We Manage Law Firm Google Ads
Legal Practice Audit
Full account review — practice area coverage, keyword strategy, SRA advertising compliance, call tracking setup, geographic targeting, and landing page conversion rates. Every issue documented with priorities for expert resolution.
Call Tracking & CRM Integration
Dynamic call tracking per advertising campaign, form submission tracking, and CRM integration (Clio, Leap, PracticePanther, Osprey) to track from ad click to instructed client. Your cost per case becomes visible immediately — results you can measure.
Practice Area Campaign Architecture
Dedicated ppc campaign structure per practice area. Personal injury, family, conveyancing, commercial — each with its own keywords, ad copy, landing pages, budget, and bid strategy calibrated to case value and profitability.
Bid Strategy by Case Value
High-value practice areas (personal injury, clinical negligence, commercial disputes) get aggressive advertising bids because the return per case justifies it. Lower-value, higher-volume areas get efficient coverage and pacing.
Continuous Optimisation
Weekly — search term refinement, 'free advice' and DIY query exclusions, advertising copy testing within SRA guidelines, landing page monitoring, and competitor tracking. Active management focused on case quality and conversions, not just volume.
Scale & Expand
New practice areas, expanded geographic targeting, additional office locations, increased budgets for proven areas. Tested systematically with clear ROI thresholds to boost results across all campaigns.
What's Included
What's Included in Law Firm PPC Management
Campaign Management
- Practice area-specific campaign setup
- Search, Performance Max & remarketing campaigns
- Bid strategy by case value & practice area
- Budget management & pacing
- Weekly search term analysis & negative keywords
- Ad copy writing (SRA compliant)
- Competitor monitoring & positioning
- Landing page recommendations & testing
Legal-Specific Tools
- Dynamic call tracking with full campaign attribution
- Form submission tracking & lead qualification
- CRM integration (Clio, Leap, PracticePanther, Osprey)
- SRA advertising compliance review
- Ad disapproval resolution & policy appeals
- Geographic targeting per office location
- Monthly reporting with cost per case metrics
- Direct access to your legal PPC specialist
Average Return Per £1 Ad Spend Across Law Firm Clients
Typical Cost Per Case Reduction in First 90 Days
Case Value Generated Via Google Ads Annually
Long-Term Contracts
"We'd been burned by two agencies before who didn't understand legal. Visionary got our SRA compliance right from the start, built proper practice area campaigns, and within 90 days we had more instructed clients than ever before."
David Chen
Senior Partner, Chen Legal
"The transparency is what sold us. We see exactly what each case costs to acquire, broken down by practice area. Our managing partner finally trusts the marketing spend because the numbers are undeniable."
Sophie Williams
Head of Business Development, Williams & Partners
"Transitioning from our old agency was seamless. No disruption, no lost data, and immediate improvements. Visionary preserved what was working and fixed everything that wasn't."
Michael Roberts
Practice Manager, Roberts Solicitors
How a B2B Company Built £1.6M Pipeline Through Google Ads
A £65K-£650K industrial equipment manufacturer was burning ad spend on unqualified leads. We rebuilt Google Ads with CRM integration, offline conversion tracking, and decision-maker targeting — creating a predictable, qualified pipeline the board now funds quarterly.
Learn How We Did ItPipeline Influenced
Cost per SQL
Qualified Opportunities (from 2)
Directly Attributed Revenue
Why Us
Why Law Firms Choose Visionary Marketing
Legal PPC Specialists
Practice area advertising campaign structure, SRA compliance, and high-CPC efficiency. We speak legal. Expert ppc marketing for lawyers.
Cost Per Case Focus
Instructed clients, not clicks. The metric your managing partner wants to see. Results that matter.
Call Tracking Included
Phone calls are your primary enquiry source. Every call attributed to advertising campaign and tracked to instruction.
SRA Compliant
Advertising copy that converts without regulatory risk. No compliance issues, no disapprovals.
No Contracts
Month-to-month management. Leave anytime. We earn your trust through results, not lock-in.
Google Ads + SEO
Dominate paid and organic for your practice areas. Integrated marketing strategies across both channels to enhance your online presence.
CRM Integration
Track from click to instructed client through your practice management system (Clio, Leap, etc.). Full conversions visibility.
Direct Access
Senior expert specialist assigned to your account. No account manager layers. Direct communication.
FAQ
Frequently Asked Questions About Law Firm PPC
"Chris is a real master of SEO and PPC. I'll never forget the time he discovered what could have been catastrophic SEO issue, prior to a new big website launch that would have cost the business £100,000s (that every other so-called SEO expert we'd engaged had missed)."
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Tell us about your business and we'll show you exactly where the opportunities are — no obligation, no sales pitch.
■ Senior specialists only
■ No long-term contracts
■ Free audit included