Industries / 03 Legal
Cases your fee earners actually want.
Legal PPC has some of the most expensive clicks in the UK, which is exactly why precision pays. We run search for firms from high-street practices to national operations: intent-tiered keywords, intake-aware tracking, and zero tolerance for spend that does not become instructions.
01 Sound familiar?
What managing partners tell us.
"The clicks cost a fortune and half the enquiries are junk."
At £30+ a click, a vague keyword is a write-off and a weak intake form is a sieve. We tier keywords by intent, qualify on the page, and track enquiries through to instruction so spend follows cases, not calls.
"We can't tell which matters came from the ads."
Call tracking plus form attribution, mapped to your intake categories. When the ad account and the case management system tell the same story, marketing stops being an act of faith.
"Big national firms outbid us on everything."
You do not beat bigger budgets head-on. You beat them on geography, practice-area focus and pages that convert better. Precision is the smaller firm's advantage; we weaponise it.
02 What we run
The playbook, itemised.
The same disciplined method on every account, shaped to your business on the audit. No two businesses are the same, so no two accounts run the same plan; this is the framework yours starts from.
- PB/01Intent-led search campaignsCore
Built around the searches your buyers actually make: the problem, the service, the comparison, the "near me".
- PB/02Message-matched landing pagesCore
The page continues the ad's promise, so clicks become enquiries rather than bounces.
- PB/03Conversion tracking to the poundCore
Calls, forms and sales recorded once each, against the campaign that produced them.
- PB/04Search-term and budget disciplineOngoing
Search terms read weekly, waste excluded, budget moved to what performs rather than what shouts.
- PB/05Local visibilityAdd-on
Google Business Profile and map-pack work wherever "near me" demand exists in your market.
- PB/06Daily checks by MagnusAlways on
Spend, conversions, pacing and disapprovals surfaced in hours by our in-house engine, reviewed by a senior.
03 How firm accounts are run
One national firm · 12 months to July 2026
contactable enquiries: 614 completed forms and 277 calls placed straight from the ads, on £58,210 of spend.
Spend that has to become instructions.
Broad keywords do quiet damage at national CPCs, so the account is built on intent tiers: ready-to-instruct searches are bid differently from research searches. Geography is tested against where instructions actually convert rather than a radius drawn on a map.
Intake tracking ties calls and forms back to the keyword and into your own intake categories. What partners see monthly is cost per instruction, not cost per click.
One caveat worth stating. The figures beside this come from a national firm we have run since 2019, and a national book behaves differently from a single high-street practice. The method transfers, the click prices and catchments do not. Our legal book is also smaller than our healthcare one, and you should hear that from us rather than find it out later. The audit shows you exactly what we would do with your account before you commit to anything.
See what this looks like for your account.
Book a discovery call ↗04 Fair questions
Fair questions
Our area of law has brutal click costs. Is PPC still viable? +
Usually, yes, because case values carry it. A £60 click is cheap if one instruction in twenty is worth £3,000+. The audit models your practice-area economics before we recommend a penny of spend.
Can you work alongside our compliance requirements? +
Yes. Ad copy and landing pages are written to be defensible: no outcome guarantees, no misleading claims, clear regulatory wording where required. You get final sign-off on anything public.
We tried PPC before and the leads were poor. Why would this differ? +
Poor legal leads are almost always a structure problem: broad keywords, no intent tiers, no junk filtering. The fix is methodical, and the monthly search-term review is where it shows. We will happily show you, on your own historic data, where the old account leaked.
Do you understand low-volume, precision accounts? +
Deeply. Some of our legal work is exactly that: modest daily budgets where every click is a decision. Low volume changes the playbook (fewer, surer moves), and we run it accordingly.
Find out what an instruction should cost you.
The free firm audit reviews your ads, tracking and intake path against legal-sector benchmarks. Findings walked through with you, live on a call or as a recorded video.
Free audit · live or recorded · no obligation