What is PPC for law firms?

PPC for law firms is paid search advertising, mainly on Google Ads and Microsoft Ads, used to win new clients for legal services. Firms pay when someone clicks an ad shown for searches such as a practice area plus a location. Because legal searches are some of the most expensive in paid search, the work focuses on targeting the right case types, filtering out poor-fit enquiries and tracking which clicks become instructed clients.

Why are Google Ads so expensive for law firms?

Legal clicks are expensive because a single new client can be worth a lot of fee income, and many firms compete for the same searches in the same towns and cities. That pushes bids up, especially for urgent, high-value case types such as personal injury. The answer is not to avoid expensive terms, but to know what each case type is worth to your firm and bid in line with it.

Do you follow SRA rules for solicitor advertising?

Yes. For firms in England and Wales, the SRA Code of Conduct requires publicity to be accurate and not misleading, and the SRA’s guidance on marketing to the public covers claims about fees, prospects of success and no win, no fee arrangements. We write ads and landing pages with that in mind and agree a sign-off process with your compliance officer. Your firm remains responsible for compliance, so final approval always sits with you.

Do you work with US law firms?

Yes. We work with brands in the UK and the US, and the approach is the same in both: campaigns by case type and intent, tracking through to signed clients and bidding on the value of the work. Attorney advertising in the US is governed by state bar rules, which vary from state to state, so we agree what ads and landing pages can say with your firm before anything goes live.

How do you measure PPC for law firms?

On new clients and the value of the work, not clicks or raw enquiries. We track calls and forms from each campaign, connect them to your intake or case management records where possible, and report cost per enquiry, cost per instructed client and spend by practice area. You get weekly updates, a real-time dashboard, a shared Slack channel and a monthly review call with the specialist running your account.

PPC For Law Firms Measured On New Clients

Legal searches sit in some of the most expensive auctions in Google Ads, so every wasted click costs real money. We run PPC for law firms by case type and intent, track enquiries through to new clients and fee value, and keep every ad within the advertising rules your regulator sets, so paid search becomes a predictable source of new matters.

Let’s Work Together

Gareth Hoyle

Managing Director

We’ve Helped Dozens Of Great Brands Grow Their Digital Presence Via Search Marketing

Expensive clicks need valuable enquiries.

Legal paid search goes wrong in predictable ways. One campaign covers every practice area, so budget flows to the cheapest enquiries rather than the most valuable. Calls are not tracked, so nobody knows which searches produced instructed clients. And searches from people wanting free advice or a job cost as much as the ones that become cases.

We fix that by building campaigns around the matters your firm wants more of, tracking calls and forms through to your case management or CRM system, and bidding on the enquiries that turn into fee-earning work. Partners get a clear view of what each practice area costs to win and what it brings in.

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Why Choose Us

Senior Specialists. Case-Level Tracking. Compliance Built In.

Built Around Search. Measured on Revenue

Team member in glasses taking notes during strategy meeting

Campaigns Built Around Case Types

A conveyancing enquiry, a personal injury claim and a commercial dispute have different values, different search terms and different competitors. We give each practice area its own campaigns, budgets and targets, split by urgency and intent, so spend follows the work your firm wants and partners can see the return from each area separately.

Campaigns split by practice area and case type
Calls and forms tracked to new instructions
Budget weighted towards your most valuable work
Free advice and job searches filtered out
Ad copy checked against advertising rules
Reporting on cost per new client by practice area

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Google Ads For Law Firms Measured On New Matters

Featured Work

Legal Paid Search That Delivered

Pay Per Click
88% increase in conversions for Kenway Miller Solicitors

What Law Firm PPC Delivers For The Business

The goal is a steady flow of the matters your firm wants, at a cost per new client each practice area can sustain.

More Of The Right Matters

Budget weighted towards the case types and practice areas your firm most wants to grow, rather than the cheapest enquiries.

Lower Cost Per New Client

Clicks on free advice, jobs and work you do not take cut back, in auctions where every click is expensive.

Enquiries Tracked To Instructions

Calls and forms followed through to signed clients, so you can see which searches produce real fee-earning work.

Compliance Considered Throughout

Ads and landing pages written with your regulator’s advertising rules in mind, with final sign-off kept with your firm.

Clear Return By Practice Area

Separate budgets and reporting for each area, so partners can see what each one costs and what it brings in.

Reporting Partners Will Read

New clients, cost per instruction and spend by practice area, in a real-time dashboard and a monthly review call.

Let's Work Together

Gareth Hoyle

Managing Director

Don’t just take
our word for it

Jamie Evans

Head of E-commerce

“Marketing Signals is our kind of agency: they do what they say they are going to do. The team is responsive and has the ability to pivot onto different priorities throughout the yearly trading cycle. We are well on target to meet our own sales target on the back of their work every single time!”

Rob Hughes

Director, Global SEO

“I've worked with Marketing Signals on a few projects and always had great customer service, fast delivery and reliable quality. Definitely somebody who should be on your potential agency list for any future activity.”

Matthew Miller

Managing Director

“We have been working with Marketing Signals since 2015, after our previous agency had messed up. They helped reduce our average CPC and increase conversions, as well as helping us launch a separate site just for Drug Driving leads. We've never looked back and have referred them to many of our other business contacts.”

Sandra Carosi

Head of Marketing

“As a long-term client of Marketing Signals, I can confidently say their expertise in SEO and PPC is second to none. They deliver consistently good results from SEO and PPC and maintain excellent communication with us.”

David Weaver

Co-founder

“Gareth and the team immediately understood what we were looking for and the type of audience we wanted to attract. Through site changes, content improvements and lots of great PR pieces, we were able to significantly increase the number of leads we got from the organic channel.”

Katie Owen

Founder

“An excellent agency to work with and a perfect choice if you're looking to scale quickly.”

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