Google Ads for solicitors and law firms
Legal clicks are some of the most expensive in Google Ads, often £5 to £12 or more each. Every wasted click hurts. I build legal campaigns around qualified enquiries for divorce, family law and settlement agreements, and cut the searches that never become instructions.
Practice areas
- Divorce and separation
- Financial settlements on divorce
- Child arrangements
- Settlement agreements
- Employment law for employees
- Other professional services
Divorce and family law
Since no-fault divorce came into force in England and Wales in April 2022, the way people search has changed. Many now look for simple online or fixed-fee divorces, while others need advice on finances, property or children. The money is usually in those more complex matters, so I:
- Separate campaigns for divorce, financial settlements and child arrangements
- Exclude searches like "DIY divorce", "free divorce forms" and, where you don't offer it, "legal aid"
- Write ads that qualify people, for example by mentioning fixed-fee initial consultations, so the clicks you pay for are serious
- Use call assets and schedule ads around when your team can answer
Settlement agreements
Settlement agreement searches are high-intent and time-sensitive: people often have a deadline to get independent legal advice. Employers commonly contribute towards the employee's legal fees, so ads and landing pages that explain this clearly tend to convert well. I build fast pages that answer the cost question up front and make it easy to send the agreement over.
Price transparency
The SRA (Solicitors Regulation Authority) Transparency Rules require firms to publish price information for certain services, including some employment tribunal claims. Landing pages that show prices clearly also tend to attract better-qualified enquiries.
Professional services experience
At Itineris I managed paid media for legal and financial services clients, including Charles Stanley. A professional services campaign I led won Best Use of Digital in the Professional Services Sector at the Digital Impact Awards 2024. It doubled the conversion rate from 4.4% to 8.8% and delivered 1,965% ROI.
Don't forget Microsoft Ads
Many people research legal problems at work on desktop computers, where Bing is often the default. For law firms, Microsoft Ads can add enquiries at a lower cost per click than Google. More about Microsoft Ads.
Common questions
How much should a law firm spend on Google Ads?
Because legal clicks are expensive, I usually recommend at least £1,500 to £3,000 a month for one practice area in one region. Less than that rarely generates enough enquiries to learn from.
Can you track which ads lead to instructions?
Yes. With call tracking and your case management system or CRM, we can send 'instructed' or 'consultation booked' back to Google Ads, so it optimises for clients rather than enquiries.
Do you work with firms outside East London and Essex?
Yes. I work with firms anywhere in the UK, targeting the areas they serve.
Is there a contract or minimum term?
No lock-in. Management runs month to month and you can cancel with 14 days' notice, with no exit fees. Setup and build fees are paid up front because that work happens at the start.
Find out where your ad spend is leaking
Get a free, no-obligation audit of your Google, Microsoft or Meta Ads. You'll get a written report and a call to walk through it. Use it with me or without me.