Google Ads for
law firms that convert.
Legal PPC is expensive. The wrong agency will burn through your budget on broad keywords and irrelevant clicks. We build tightly targeted Google Ads campaigns that put your firm at the top of search results for the exact legal services you want to be found for.
Average return on ad spend
Ad positions for target legal terms
Average reduction in cost per enquiry
Conversion tracking on every campaign
Why law firms need specialist PPC
Legal search advertising is one of the most competitive and expensive verticals in Google Ads. A generalist agency that also manages campaigns for plumbers and dentists will not understand the nuances that separate a profitable legal PPC account from a money pit.
High CPCs
Legal keywords regularly cost 15 to 50 pounds per click. At those prices, every wasted click hurts. You need an agency that knows how to build tight keyword lists and aggressive negative keyword strategies to protect your budget.
Competitive Keywords
Every law firm in your area is bidding on the same terms. Winning at legal PPC requires smart bid strategies, superior ad copy, and landing pages that convert at a higher rate than your competitors.
Compliance
Google has strict advertising policies for legal services, and SRA rules add another layer. Ads that make the wrong claims get disapproved or, worse, put your firm at regulatory risk. We know what you can and cannot say.
Conversion Quality
Clicks are easy to get. Qualified enquiries are not. We focus on conversion quality, not just volume. Every campaign is structured to attract people with genuine legal needs who are ready to instruct a solicitor.
Every angle of paid search, covered
We manage every type of Google advertising that works for law firms, from standard search ads to local services and remarketing.
Google Search Ads
Appear at the top of Google when someone searches for your legal services. Tightly targeted campaigns built around specific practice areas and locations, with ad copy written to convert legal searchers into enquiries.
Local Services Ads
Google's pay-per-lead format designed for local service providers. Your firm appears at the very top of search with a Google Guarantee badge, building instant trust. You only pay when someone contacts you directly.
Remarketing
Most website visitors leave without converting. Remarketing ads follow them across Google's display network, keeping your firm visible until they are ready to make contact. Essential for high-consideration legal services.
Call Tracking
Many legal enquiries come by phone. We implement call tracking across every campaign so you know exactly which ads, keywords, and landing pages are generating phone calls, not just form submissions.
How we work
A structured process built around accountability, transparency, and continuous improvement.
Audit
We audit your existing Google Ads account (or your competitors if you are starting fresh). We identify wasted spend, missed opportunities, and the keywords that will deliver the highest-value enquiries for your practice areas.
Build
We build your campaigns from the ground up. Keyword research, ad groups, ad copy, extensions, negative keyword lists, conversion tracking, and dedicated landing pages for each practice area you want to target.
Launch
Campaigns go live with controlled daily budgets. We monitor search terms, bids, and quality scores daily, making adjustments to improve performance and eliminate wasted spend from day one.
Optimise
Ongoing optimisation based on real conversion data. We refine keywords, test new ad copy, improve landing pages, and adjust bid strategies monthly to continuously lower your cost per enquiry and increase volume.
What our legal PPC campaigns deliver
Average performance across our legal Google Ads accounts over the past 12 months.
Average return on ad spend
Reduction in cost per enquiry
Top 3 impression share on target terms
Average click-through rate
Full-service Google Ads management
Everything required to run profitable Google Ads campaigns for your law firm, managed end-to-end by our specialist team.
Keyword Research
In-depth keyword research focused on high-intent legal search terms. We identify the exact phrases prospective clients use when they need a solicitor, not just generic legal terms that attract students and researchers.
Ad Copy
Compelling, compliant ad copy written specifically for legal services. We test multiple headline and description variations to find the messaging that drives the highest click-through and conversion rates.
Landing Pages
Dedicated landing pages for each practice area, designed for conversion. Clear calls to action, trust signals, testimonials, and fast load times that turn paid clicks into phone calls and form submissions.
Conversion Tracking
Full conversion tracking across forms, phone calls, and live chat. We track every enquiry back to the exact keyword, ad, and campaign that generated it so you know precisely where your money is going.
Bid Management
Smart bid strategies that balance cost and position. We adjust bids by device, time of day, location, and audience to ensure your budget is spent on the clicks most likely to convert into paying clients.
Monthly Reporting
Detailed monthly reports covering spend, clicks, enquiries, cost per enquiry, and return on investment. No jargon, no vanity metrics. Just the numbers that show whether your Google Ads are making you money.
From click to client, fully tracked
All leads from paid campaigns flow directly into CaseReady, our bespoke lead management platform built for law firms. Every enquiry is tracked from the initial Google search through to instruction, giving you complete visibility over your return on ad spend and the true cost of acquiring each new client.
Learn About CaseReady“Our previous agency was spending our Google Ads budget on broad match keywords that attracted people looking for free legal advice. Dynamics rebuilt our campaigns from scratch, focusing on high-intent terms for the practice areas we actually wanted to grow. Our cost per enquiry dropped by over a third, and the quality of leads improved dramatically.”
Anita Jackson, Head of Marketing
Let's drive more cases
Tell us about your firm and the types of cases you want more of. We'll show you what paid search can deliver.
Ready to stop wasting ad spend?
Book a free PPC audit and we will show you exactly where your current campaigns are losing money and how we can turn Google Ads into a reliable source of qualified legal enquiries.