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
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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 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. We maximise every expensive click.
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 account structure wastes budget on irrelevant traffic. We segment campaigns by practice area.
No Tracking From Enquiry to Signed Client?
Phone calls and form fills come in, but you can't attribute them to specific 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.
Competitors Dominating Your Local Market?
Larger law firms and national practices outspend you on Google Ads. 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.
PMax Generating Low-Quality Leads?
Performance Max in legal 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 cases.
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 is our speciality.
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 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.
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.
We implement full-funnel tracking from ad click through phone call or form fill to case instruction, giving you the only metric that determines whether your marketing is profitable.
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 ads run without regulatory risk.
High-CPC Efficiency
Legal CPCs are expensive — there's no way around that. But expensive clicks don't have to mean expensive cases.
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 and attributed.
"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
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Learn How We Did ItAvg. Map Rank
GBP Revenue/Month (from £4K)
Waiting List (from empty diary)
Rankings Across Service Area
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 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.
Family Law PPC
Divorce, child custody, prenuptial agreements, financial settlements. Sensitive topics requiring empathetic ad copy and landing pages that build trust while driving enquiries from people in difficult situations.
Conveyancing PPC
Property transaction campaigns targeting buyers, sellers, and remortgagors. Volume-driven practice area with lower case values but high transaction volume. Campaigns optimised for cost per completion.
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 services.
Immigration Law PPC
Visa applications, citizenship, asylum, and work permits. Multi-language considerations, policy compliance for sensitive topics, and geographic targeting for relevant jurisdictions.
Local Law Firm Campaigns
'Solicitor near me', '[practice area] + [city]' campaigns with radius targeting around your offices. Local extensions, Google Maps visibility, and area-specific landing pages.
Our Process
How We Manage Law Firm Google Ads
Legal Practice Audit
Full account review — practice area coverage, keyword strategy, SRA compliance, call tracking setup, geographic targeting, and landing page conversion rates. Every issue documented with priorities.
Call Tracking & CRM Integration
Dynamic call tracking per 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.
Practice Area Campaign Architecture
Dedicated campaigns 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 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, ad copy testing within SRA guidelines, landing page monitoring, and competitor tracking. Active management focused on case quality, 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.
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
PPC Results: Scaling Spend 3x While Doubling ROAS
Took over an account running at 3x ROAS with £3K/month spend. Within two months we hit 6.82x ROAS at £10.6K/month.
Learn How We Did ItClicks
Conversion Value
ROAS
Ad Spend (from £3K)
Why Us
Why Law Firms Choose Visionary Marketing
Legal PPC Specialists
Practice area campaign structure, SRA compliance, and high-CPC efficiency. We speak legal.
Cost Per Case Focus
Instructed clients, not clicks. The metric your managing partner wants to see.
Call Tracking Included
Phone calls are your primary enquiry source. Every call attributed to campaign and tracked to instruction.
SRA Compliant
Ad 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 strategy across both channels.
CRM Integration
Track from click to instructed client through your practice management system (Clio, Leap, etc.).
Direct Access
Senior specialist assigned to your account. No account manager layers. Direct communication.
FAQ
Frequently Asked Questions About Law Firm PPC
"Chris is a very knowledgeable PPC consultant. He made a meaningful difference to our ROAS and revenue where other agencies in the past had failed. I fully recommend him."
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Your Revenue. Our Obsession.
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