Kenway Miller Legal PPC Case Study: 88% More Conversions

Kenway Miller came to us in 2015 with rising click costs, poor conversions and no organic search to fall back on. Their Google Ads account needed rebuilding from the structure up.

Kenway Miller Solicitors are a team of highly experienced solicitors dedicated to the defence of the motorist throughout England and Wales.

Industry

Legal

Services

Pay Per Click

The Challenge

Paid search carrying the whole lead pipeline

Legal services is one of the most expensive verticals in Google Ads, and Kenway Miller were losing on both sides of the equation: click costs climbing, conversions falling short. Leads were arriving at a cost the business couldn’t sustain.

They also had no fallback. A previous search engine penalty meant organic wasn’t contributing, so paid search was carrying the entire lead pipeline on its own. Getting the account under control was the commercial priority.

Created New Campaigns
Compiled New Ad Copy
Expanded Negative Keywords
Expanded Ad Extensions
Event Tracking
Reduced Form Fields

%

increase in conversions

%

decrease in CPA

%

increase in conversion rate

Our Approach

Rebuilding the account from the structure up

Our audit found an account that had never been broken down properly. We restructured it, then worked through ad copy, targeting, tracking and the form itself.

Created New Campaigns

The account we inherited hadn’t been split thematically into enough campaigns. Rebuilding the structure gave us far better control over budget and performance.

Compiled New Ad Copy

New ad copy focused on the urgency of the decision, balanced with reassurance. Giving users both a reason to act and a reason to feel hopeful increased conversions immediately.

Expanded Negative Keywords

An all-time search query report uncovered dozens of new negatives. Adding them lifted CTR and improved individual quality scores.

Expanded Ad Extensions

We expanded extension usage, including call extensions, which proved popular with users who wanted to find out urgently whether they had a viable case.

Event Tracking

We added tracked events on phone number and email clicks, giving us visibility of which keywords were driving conversions and which were assisting them.

Reduced Form Fields

We cut the contact form back to the three fields needed to qualify a lead: name, email and phone number.

Let's Work Together

Gareth Hoyle

Managing Director

The Results

Costs under control within a month

Click costs came down within the first month. Continued optimisation then lifted click-through rates and average quality scores across the account, so the cost reduction compounded rather than trading one metric against another.

The commercial effect was that the business could scale. With paid search producing leads at a sustainable cost, Kenway Miller had the room to reinvest into other channels, including a separate site built specifically for drug-driving enquiries.