Campaign Management
PPC for Law Firms
PPC for law firms pays when each practice area gets its own campaign, its own budget and its own page. A conveyancing click costs about twenty-four pounds in the UK and a personal injury click about eighty-four, so one campaign that mixes them spends the money on whichever work Google finds easiest to fill.
Free 20 minute call with Richard, who runs the campaigns. No lock-in contracts.
- Your account, your card
- You pay Google or Meta directly and keep full access to the ad account. If you leave, it stays yours.
- Tracking before spend
- Nothing goes live until calls and form enquiries are counted, so every report is in enquiries, not clicks.
- One published fee
- The management fee is on the Campaign Management page, worked out from your monthly ad spend.
Where the money usually goes
- One campaign covers every practice area, so the budget drifts to the matter type with the cheapest clicks instead of the work you want.
- Searches for free legal advice, legal aid and solicitor jobs are paid for because nobody excluded them.
- Ads send people to the home page, where someone with a family matter has to find their own way past the conveyancing quote form.
- Calls are not tracked, so the account is judged on clicks and nobody can say which matters it brought in.
- Ads run through the evening and the weekend, when nobody answers, and the enquiry goes to the next firm on the page.
- Landing pages leave out the price and service information the SRA transparency rules require for that area of work.
What we run instead
- A campaign per practice area with its own budget, so conveyancing cannot spend the family law money.
- Exclusion lists built for legal searches from day one: free advice, legal aid, pro bono, jobs, training contracts and courses.
- Ad schedules that match the hours someone can take the call, with call-only ads where the phone is the better route.
- Call and form tracking on every campaign, reported by practice area so you can match spend to instructed matters.
- A landing page per practice area, with the transparency information where the rules expect it.
- Local Services Ads beside Search if your firm is in Greater London, the only part of the UK where Google offers the lawyer categories.
What PPC for law firms costs per click
Google's own Keyword Planner estimates for UK searches, pulled in October 2026: personal injury solicitor about eighty-four pounds a click, divorce solicitor about thirty-four, family law solicitors about twenty-six, conveyancing solicitors about twenty-four, employment solicitor about nineteen, immigration solicitor about sixteen, and wills and probate about twelve. Those are national averages. Central London runs higher, and late evenings often run lower.
The number that matters is the cost of an instructed matter. As an example, if one conveyancing visitor in fifteen gets in touch and one enquiry in three instructs, each instruction costs around forty-five clicks. Whether that pays depends on your fee and your conversion, and that is the sum we work through with you before any money is spent.
Personal injury PPC and the referral fee ban
Since April 2013, section 56 of the Legal Aid, Sentencing and Punishment of Offenders Act has banned paying or receiving referral fees for personal injury claims. Firms that used to buy claims from referrers now have to win them directly, and many turned to Google. That is a large part of why personal injury is the most expensive search in the list above.
A smaller firm rarely wins the broad personal injury searches. The campaigns that work target a narrow case type in an area the firm can serve, and the ad says plainly what the firm does.
Google Ads for solicitors in London: Local Services Ads
Local Services Ads put a firm above the normal ads with a Google Verified badge, and charge for a call or message rather than a click. Google's UK help pages list the lawyer categories as available in Greater London only: family, employment, immigration, property, probate, personal injury, criminal, contract, corporate and several more. Outside London, Search campaigns are the route.
These ads rank largely on reviews and on how quickly the firm responds, so a firm that misses calls loses its place. We set them up, dispute charged calls that were not genuine enquiries, and report them next to Search so you can see which brings cheaper instructions.
Law firm PPC and the SRA transparency rules
If an ad links to a page about residential conveyancing, uncontested probate, employment tribunal claims for unfair or wrongful dismissal, or another service the SRA transparency rules cover, that page needs the price and service information the rules require. We build landing pages with that section in place and leave the figures for a fee earner to sign off.
Ad text has to be accurate and not misleading under the SRA Code of Conduct and the CAP Code. We do not put 'no win no fee' or 'fixed fee' in an ad unless the page behind it explains the terms.
Already running ads? We will look at the account before the call and tell you what we find.
Book a free callQuestions law firms ask us
- Does PPC work for small law firms?
- It works when the firm picks one or two practice areas it wants more of and an area it can serve. A sole practitioner doing wills in one county can run a useful campaign on a modest budget. Covering every service across England on the same budget is where small firms lose money.
- Which practice areas do best on Google Ads?
- Work where someone searches with a problem and needs help soon: family, employment, immigration, conveyancing and probate. Commercial work chosen by a board over months tends to come from referrals and reputation more than from paid clicks.
- Should we bid on other firms' names?
- Google allows bidding on a competitor's name, but if they have registered their trade mark with Google you cannot use it in the ad text. It rarely brings good instructions either: people searching for a named firm usually want that firm.
- How soon will we see enquiries?
- Campaigns usually go live within five to ten working days, once tracking is in place, and calls can start in the first week. Give it six to eight weeks before judging the cost per instructed matter, because legal enquiries take time to instruct.
- Who owns the ad account?
- You do. The account sits in your name, you pay Google from your own card, and we work inside it with manager access. If you stop working with us, the account, its history and its tracking stay with you.
Running ads for your firm, or about to?
Book a free call. Tell us what you spend now and we will tell you what we would change first.