Guide to Lawyer / Law Firm PPC Marketing

Setting Up a Successful PPC Campaign

Setting up a PPC campaign for your law firm isn’t just about selecting a few keywords and turning on some ads. It’s a strategic process that, when executed correctly, can yield a significant return on investment. Whether you’re a solicitor specialising in family law, a criminal defence barrister, or a full-service legal practice, every step must be carefully calibrated to target the right audience, in the right place, at the right time.

In this section, we’ll walk you through each phase of campaign setup—from goal setting to landing page design—ensuring your law firm has the strongest possible foundation for PPC success.

---

1. Define Clear Objectives

Before you even log in to Google Ads, it’s critical to establish a clear understanding of what you want your PPC campaign to achieve. Without a defined goal, you risk wasting budget and attracting the wrong type of client.

Your objectives should be specific, measurable, and aligned with your firm’s broader marketing strategy. Common PPC goals for law firms include:

• Lead Generation: Perhaps the most common goal—generating contact form submissions, phone calls, or live chat interactions from prospective clients.
• Brand Awareness: You may want to increase your firm’s visibility in a new geographical area or practice area.
• Promote High-Value Services: Some services, such as medical negligence or commercial litigation, carry higher case values. Directing ads toward these areas can maximise ROI.

Pro Tip: Break down larger goals into micro-conversions, such as newsletter signups or resource downloads. These are often earlier steps in the client acquisition journey and can be powerful indicators of future conversions.

---

2. Conduct In-Depth Keyword Research

Keyword research is the cornerstone of any PPC campaign. It dictates who sees your ads, when, and under what circumstances.

When targeting legal services, it’s important to understand the intent behind each keyword. Keywords like “family solicitor free consultation” indicate high intent, while broader terms like “legal advice” may result in less qualified leads.

Your keyword research should cover:

• Transactional Keywords: These include terms like “hire divorce lawyer”, “employment law solicitor near me”, and “conveyancing services London”.
• Long-Tail Keywords: Longer phrases that are highly specific, such as “no win no fee medical negligence solicitor Manchester”.
• Branded vs. Non-Branded: Decide whether you want to target your firm’s name (branded) or focus on general legal services (non-branded).
• Negative Keywords: Just as important as the keywords you target are those you exclude. This prevents wasted spend on irrelevant traffic.

Pro Tip: Create separate keyword lists for each practice area and geographic location to ensure maximum relevance and higher quality scores.

---

3. Develop a Cohesive Campaign Structure

Once your keywords are in place, the next step is organising them within a logical campaign and ad group structure. This affects everything from relevance to budget allocation and performance tracking.

For example:

• Campaign Level: Separate by service (e.g., Personal Injury, Family Law, Criminal Defence).
• Ad Group Level: Break down further by intent or location (e.g., “Divorce Solicitor Leeds”, “Child Custody Advice Sheffield”).

This approach ensures that your ads and landing pages can be tightly matched to user queries, which will improve your Quality Score—Google’s metric that affects both ad placement and cost-per-click.

Pro Tip: Avoid lumping unrelated keywords into the same ad group. This leads to poor ad relevance and increased costs.

---

4. Write High-Converting Ad Copy

Ad copy is your first impression. It must be persuasive, compliant with advertising regulations (especially in the legal sector), and highly relevant to the user’s search.

Key elements of effective PPC ad copy for law firms include:

• Headline: Address the searcher’s intent directly (e.g., “Experienced Divorce Solicitors in Manchester”).
• Description: Include differentiators such as “Free 30-Minute Consultation” or “Rated 5 Stars on Trustpilot”.
• Call-to-Action (CTA): Encourage the user to take immediate action—“Call Now”, “Get Legal Help Today”, “Request a Free Case Review”.

Consider A/B testing different versions of your ads to determine which performs best in terms of click-through rate (CTR) and conversions.

Pro Tip: Use emotional triggers where appropriate—“Don’t face court alone”, “Fight for your rights”, or “Get justice today”. Emotion often drives engagement in legal ads.

---

5. Use Ad Extensions Strategically

Ad extensions are add-ons to your main ad that provide more context and clickable options for users. For law firms, they’re not just optional—they’re essential.

Popular extensions for legal ads include:

• Sitelink Extensions: Drive traffic to specific pages like “Meet the Team”, “Practice Areas”, or “Client Reviews”.
• Call Extensions: Allow mobile users to call your office directly from the ad.
• Location Extensions: Show your firm’s address, which is particularly valuable for local searches.
• Structured Snippets: List services like “Family Law, Probate, Conveyancing”.

These extensions increase your ad’s size on the results page, improving visibility and boosting CTR.

---

6. Create Landing Pages That Convert

All the traffic in the world won’t matter if your landing page doesn’t convert. The landing page should be laser-focused on the topic of the ad and provide a seamless user experience.

Key components of a high-converting landing page:

• Clear Headline: Reinforce what the user saw in the ad.
• Form Above the Fold: Don’t make users scroll to contact you.
• Social Proof: Include testimonials, client logos, or awards.
• Trust Signals: Show regulatory compliance, accreditations, and privacy assurances.
• Mobile Responsiveness: With a large percentage of legal searches coming from smartphones, mobile-friendly design is non-negotiable.

Avoid sending PPC traffic to your homepage. It’s too general and often lacks the specific focus needed to convert paid visitors.

Pro Tip: Use call tracking software to measure the effectiveness of phone call leads from your landing pages. These often convert at higher rates than form fills in legal marketing.

---

7. Budgeting and Bid Strategy

Budgeting is a critical part of campaign setup, especially in the legal space where cost-per-click can be high. For example, competitive areas like personal injury or employment law in major UK cities can see CPCs exceeding £10–£50 per click.

Your bid strategy will depend on your goals:

• Maximise Conversions: Useful if your account has sufficient conversion history.
• Target CPA (Cost-Per-Acquisition): Allows Google to automatically optimise bids to hit a target cost per lead.
• Manual CPC: Gives you more control over individual keyword bids, especially in the early learning stages.

Always factor in your client value. If a single new client is worth £2,000 in legal fees, spending £100–£200 to acquire that client via PPC is a justifiable and scalable investment.

Advanced PPC Strategies for Law Firms

Once your PPC campaign is set up and running, the next phase is refinement and scaling. While many law firms stop at basic keyword targeting and ad creation, those that outperform their competitors adopt more sophisticated techniques to increase conversion rates, lower costs, and outmanoeuvre others in a competitive legal market.

This section explores advanced strategies to elevate your firm’s PPC advertising and generate more qualified leads without unnecessarily inflating your advertising budget.

---

1. Geo-Targeting and Localised Campaigns

Legal services are inherently local. Most clients are looking for a solicitor or law firm in their vicinity, and Google’s local algorithms prioritise location relevance. Therefore, your PPC efforts must account for this by using geo-targeting effectively.

With geo-targeting, you can:

• Limit ad visibility to a specific city, county, or even radius around your office location.
• Create separate campaigns per geographic area, allowing for more tailored ad copy, bidding strategies, and landing pages.
• Avoid spending money showing ads to users outside of your serviceable area.

For example, if you operate in London, it may be prudent to split your campaign into boroughs—e.g., “Camden Family Solicitors”, “Hackney Criminal Defence”, etc.—to enhance relevance and boost Quality Score.

Pro Tip: Use location-specific ad copy to build trust and familiarity. Phrases like “Trusted in Southwark for 20+ Years” resonate more with local audiences.

---

2. Remarketing to Re-Engage Interested Visitors

Most people don’t convert the first time they land on your site. Legal services often involve significant consideration and research. Remarketing campaigns allow you to stay top-of-mind by showing your ads to people who have already visited your website but didn’t take action.

Types of remarketing to implement:

• Standard Remarketing: Ads displayed across the Google Display Network to past site visitors.
• Dynamic Remarketing: Serve customised ads based on the exact pages or services they viewed.
• RLSA (Remarketing Lists for Search Ads): Target past visitors when they return to Google with a relevant search query.

These campaigns are generally cheaper per click than standard search ads and work well in nurturing leads through the consideration stage.

Pro Tip: Tailor your remarketing ads to reflect urgency or offer something different—e.g., “Spoke to Us but Didn’t Book? Get a Free 20-Minute Consultation Today”.

---

3. Ad Scheduling (Dayparting)

Not all hours of the day or days of the week are equal when it comes to conversions. Law firms can benefit greatly from analysing when their ads are most effective and scheduling them accordingly.

Use ad scheduling to:

• Show ads only during office hours to increase the likelihood that someone can answer a call.
• Increase bids during high-performing times (e.g., weekdays between 9am–5pm).
• Reduce or pause spend overnight or on weekends if response times are slower or leads are low-quality.

Google Ads provides reporting on what times/days generate the most conversions. Use this data to adjust your ad schedule for efficiency.

Pro Tip: If your firm has 24/7 live chat or after-hours call handling, highlight this in your ad copy and maintain evening ad coverage for competitive advantage.

---

4. Utilising Responsive Search Ads (RSAs)

Responsive Search Ads allow you to input multiple headlines and descriptions. Google’s machine learning then tests various combinations to serve the best-performing versions to users. RSAs are now a key component of modern PPC and are especially useful for law firms testing different angles (e.g., emotional appeal vs. credentials-based copy).

To maximise RSA effectiveness:

• Include a range of headline types: service-based (“Family Law Solicitor”), outcome-based (“Win Custody of Your Child”), and trust-based (“Over 1,000 Clients Helped”).
• Ensure your messages remain consistent regardless of the combination served.
• Pin important headlines, such as the firm’s name or a CTA, to a specific position if needed for compliance or brand continuity.

Pro Tip: Combine RSAs with standard Expanded Text Ads to maintain control while giving Google room to test and optimise creatively.

---

5. Conversion Tracking and Offline Integration

Accurate conversion tracking is the backbone of campaign optimisation. While online form submissions are easy to track, many law firms overlook offline conversions—such as phone calls, in-person consultations, and email follow-ups.

To capture a full picture of ROI:

• Use call tracking numbers to assign PPC-generated calls to your campaigns.
• Set up form tracking with event triggers using tools like Google Tag Manager.
• Integrate CRM systems like Clio or HubSpot to connect campaign performance with actual retained clients.

When you can tie ad spend directly to client acquisition, it becomes far easier to justify and scale your PPC budget.

Pro Tip: Assign a value to each conversion type based on historical averages. This allows Google’s smart bidding algorithms to prioritise leads most likely to generate revenue.

---

6. Leverage Competitor Keyword Campaigns

Another advanced technique is to bid on your competitors’ brand names as keywords. For example, if a user searches for “Smith & Co Solicitors” in your area, you can show an ad for your firm as an alternative.

This strategy should be handled carefully:

• Avoid mentioning the competitor name in the ad, which would violate policy.
• Use ad copy that highlights your unique selling points: “Looking for Legal Help in Nottingham? Trusted by 5,000+ Clients”.
• Ensure your landing page is exceptional to capture attention from those curious about alternatives.

Pro Tip: Use phrase match or exact match rather than broad match for competitor names to ensure accuracy and avoid irrelevant impressions.

---

7. Device Targeting and Mobile Optimisation

With over 60% of legal service searches now coming from mobile devices, your PPC campaign must be fully optimised for mobile:

• Create mobile-preferred ad copy that speaks to immediacy (e.g., “Call Now for Same-Day Legal Advice”).
• Use click-to-call extensions to enable one-tap calling.
• Ensure landing pages are mobile-first in design—quick-loading, thumb-friendly, and form-short.

You can also adjust bids based on device performance. For instance, if mobile traffic converts better but desktop brings in more complex enquiries, bid accordingly.

Pro Tip: Test device-specific campaigns and compare conversion data. You may find certain services (e.g., urgent criminal defence) perform better on mobile.

---

8. Experiment With Display and YouTube Ads

While search ads are highly targeted and intent-driven, display and video campaigns allow for broader brand visibility and retargeting.

For Display Campaigns:

• Target legal-related websites or interest categories.
• Use eye-catching banners featuring your firm’s USP and contact details.

For YouTube Ads:

• Share informative content: “5 Things to Know Before Filing for Divorce”.
• Use short ads (under 30 seconds) and target locally by postcode or interests.

Though not suitable for every law firm, display and YouTube campaigns can boost brand recognition and support your search campaigns.

Measuring PPC Success

Setting up and running a well-structured PPC campaign is only half the battle for a law firm. The true value lies in being able to accurately measure its success and interpret what the data means in the context of your firm’s goals. Without proper tracking, you’re essentially flying blind—unable to determine whether your advertising spend is translating into meaningful client activity or just clicks with no consequence.

In this section, we’ll explore how to measure PPC success effectively, what key metrics to focus on, and how to draw actionable insights that can drive continuous campaign improvement.

Understanding Campaign Goals in Context

Before diving into metrics and performance reports, it’s crucial to revisit your original campaign goals. A firm running a campaign to boost brand visibility in a new city will measure success very differently from one aiming to generate phone consultations for high-stakes personal injury cases.

Establishing performance benchmarks early on—such as an acceptable cost per lead or a monthly target for new enquiries—gives you a realistic yardstick to measure progress. These should align not just with your ad platform’s data, but also with internal business objectives. If your team can’t follow up fast enough on leads, or if most enquiries are low quality, then even a technically “successful” PPC campaign may be failing in practical terms.

Analysing Key Performance Metrics

There are several core metrics in PPC that provide insight into whether your campaigns are working effectively. While it’s easy to get lost in a sea of numbers, focusing on a few meaningful indicators can simplify decision-making.

Click-through rate (CTR) is a good place to start. A high CTR often signals that your ad copy is relevant to your keywords and appealing to users. It also contributes to Google’s Quality Score system, which can reduce your cost per click. However, CTR alone is not enough. You might be attracting a lot of clicks without seeing a corresponding rise in conversions, in which case your targeting or landing page experience may be off.

Conversion rate is arguably the most important metric for law firms. This refers to the percentage of users who take a desired action—typically completing a contact form, initiating a live chat, or making a phone call. A low conversion rate may indicate poor messaging, slow page load times, or a lack of trust signals on the landing page. It’s also worth noting that different legal services convert at different rates. Emergency legal assistance like criminal defence may yield faster decisions compared to more considered areas like estate planning.

Cost per acquisition (CPA) is another vital metric. It shows how much it costs you to acquire a new client or lead. If your average case value is £1,500 and your CPA is £150, that may be acceptable. But if you’re paying £400 to attract leads for low-value services like notarisation, then your campaign needs rethinking. Keeping your CPA under control requires continuous monitoring of keyword performance, audience targeting, and ad relevance.

Impression share and average position provide context to how often your ads are shown in relation to competitors. If you’re only appearing in 30% of auctions for a target keyword, you may be losing visibility due to budget constraints or low Quality Scores. Understanding this allows you to make informed decisions about whether to increase budget or refine your targeting.

Pro Tip: Don’t just look at cost metrics. Evaluate lead quality by following the customer journey beyond the click—who converted, who became a client, and what the case was worth.

Phone Call Tracking and Lead Attribution

Legal leads often prefer to call rather than fill out a form. This makes phone call tracking an essential part of measuring success in PPC for law firms. Using unique tracking numbers for each campaign or ad group allows you to attribute phone leads directly to specific keywords and ads.

Advanced call tracking software can even record calls or use AI to determine whether a call was a legitimate lead or not. This provides an invaluable level of insight into campaign quality. Without this information, you may continue spending on keywords that drive calls that never convert into paying clients.

Additionally, attribution modelling plays a major role in understanding how PPC interacts with your broader marketing efforts. Clients often visit your site multiple times, through various channels, before making a decision. First-click, last-click, and multi-touch attribution models all provide different perspectives. For example, PPC may be introducing prospects who later convert through organic search or direct visits. Dismissing PPC’s role because it didn’t lead to the final click would be a mistake.

Pro Tip: If you’re running PPC in tandem with SEO or social campaigns, consider using a CRM with multi-channel attribution reporting to truly understand your marketing ROI.

Interpreting Data for Continual Optimisation

Data without context can lead to poor decisions. For example, pausing a keyword with a high CPA might seem logical—until you realise that it generated your highest-value client last quarter. Always combine quantitative metrics with qualitative insight. What was the actual legal issue? How long did the client engage with the firm? Was it a quick consult or a full-service case?

Regularly reviewing your search term reports allows you to refine your keyword strategy by identifying irrelevant phrases triggering your ads. Adding these as negative keywords will reduce wasteful spend. You should also monitor ad copy performance and conduct A/B testing to find the most persuasive messaging.

Another area often overlooked is bounce rate and average time on site for PPC visitors. If users click your ad but leave quickly, your landing page might not be meeting expectations. That could be due to vague content, poor design, or even technical issues like slow loading or mobile unfriendliness.

Consistency in your reporting schedule also matters. Weekly performance snapshots help you catch issues quickly, while monthly and quarterly reviews give you a broader view for trend analysis. During these reviews, don’t just look at the numbers—ask critical questions. Are your most expensive clicks turning into clients? Is your CPA improving over time? Are certain geographic regions underperforming?

Benchmarking Against Industry Standards

It can also be useful to compare your results against industry benchmarks—but always with a pinch of salt. Legal PPC is one of the most expensive advertising categories, with some practice areas like personal injury commanding eye-watering CPCs. A 3–6% conversion rate may be standard for most law firms, but this can vary wildly based on location, service type, and website experience.

Instead of aiming for generic targets, aim for continuous improvement. If your conversion rate was 2.5% last month and you’ve raised it to 3.2% through better landing pages and more relevant ad copy, that’s meaningful progress.

Common PPC Mistakes to Avoid

Pay-per-click advertising can deliver outstanding results for law firms—but only when executed with precision. Despite the best intentions, many solicitors and marketing teams fall into common traps that drain budgets, reduce lead quality, and ultimately weaken campaign performance. Recognising these pitfalls is the first step towards avoiding them.

Below, we outline the most frequent mistakes law firms make in PPC marketing, along with practical advice on how to steer clear of them.

---

1. Ignoring Negative Keywords

One of the most overlooked tools in PPC is the use of negative keywords. These are words or phrases that you explicitly tell Google not to associate with your ads. Failing to use them can result in your ads being shown for irrelevant or low-intent searches—ultimately wasting budget and generating unqualified traffic.

For example, if you’re a high-end family solicitor, you probably don’t want to pay for clicks from people searching for “free legal aid for divorce”. Similarly, if you don’t handle criminal law, searches including “criminal defence” should be excluded entirely.

Regular review of your search term reports can help you identify and add negative keywords that block irrelevant impressions before they burn through your ad spend.

Pro Tip: Start every campaign with a foundation list of generic negative keywords such as “jobs”, “training”, “free”, “course”, and build on it as real data rolls in.

---

2. Sending Traffic to the Wrong Page

Many law firms still make the critical error of sending PPC traffic to their homepage or a generic contact page. These pages are often too broad, offer little context, and fail to address the user’s specific search intent. When someone searches for a “conveyancing solicitor in Reading”, they expect to land on a page about conveyancing services—not a general overview of the firm.

An effective PPC campaign should always direct users to bespoke landing pages tailored to the service and location they were searching for. These pages should reinforce the message in the ad, answer key questions, and guide users towards a clear next step—typically a contact form or phone call.

Poor landing page alignment results in high bounce rates, low conversion rates, and poor Quality Scores, which drive up your cost per click over time.

---

3. Neglecting Mobile Users

With a growing number of legal service searches conducted on mobile devices, mobile optimisation is no longer optional. If your site isn’t fully responsive, fast to load, and easy to navigate on a smartphone, you could be losing more than half your potential leads.

It’s not just about visuals—mobile users behave differently. They often prefer to call rather than fill out lengthy forms. Therefore, it’s essential to implement click-to-call functionality, reduce unnecessary fields in mobile forms, and ensure CTAs are visible without scrolling.

Google also rewards mobile-optimised sites with better ad placement and lower CPCs, thanks to higher user engagement metrics.

---

4. Using One Generic Ad Copy for Everything

Running a one-size-fits-all ad is a classic mistake, particularly among firms trying to manage their PPC in-house. Users searching for different services—like “employment tribunal help” versus “buy-to-let conveyancing”—require distinct messages and incentives.

If all users are shown the same ad, engagement and relevance drop. This not only hurts CTR but also lowers your Quality Score, meaning you’ll pay more to appear lower in the search results.

Instead, customise ad copy based on the specific service and location. Mentioning your experience, accreditations, or even recent case outcomes relevant to the ad group can significantly improve performance.

Pro Tip: Use dynamic keyword insertion sparingly to make ads more relevant, but always ensure the final text makes grammatical sense.

---

5. Failing to Track Conversions Properly

Too often, firms launch a PPC campaign without any tracking beyond click data. This provides an incomplete—and potentially misleading—picture of success. Without knowing which keywords, ads, and landing pages actually generate leads, you can’t optimise meaningfully.

Proper tracking includes setting up goals in Google Analytics, configuring conversion events for contact forms, integrating phone tracking, and, ideally, linking ad performance to your CRM. If you’re not tracking these actions, you’re essentially guessing what’s working.

Even worse, some firms judge performance based on volume of leads alone, without assessing quality. Ten low-value leads aren’t necessarily better than one highly qualified one that turns into a retained client.

---

6. Over-Reliance on Broad Match Keywords

Broad match keywords can reach a wide audience, but that’s often a double-edged sword. They frequently trigger your ads for unrelated queries, leading to wasted spend. For example, bidding on “lawyer” might cause your ad to appear for “lawyer jokes” or “how to become a lawyer”.

While broad match can play a role in exploration or brand awareness campaigns, they should be used carefully and monitored closely. Phrase match and exact match keywords offer greater control and more reliable intent.

Regularly review your keyword match types and pivot towards those that consistently deliver relevant traffic and leads.

---

7. Letting the Campaign Run on Autopilot

Even the most well-structured PPC campaigns require regular attention. Google Ads is not a “set it and forget it” platform. Performance can vary significantly over time due to seasonality, competition changes, or shifts in user behaviour.

Common signs your campaign needs attention include fluctuating click-through rates, rising cost per conversion, or sudden drops in impression share. Without frequent audits and optimisations, minor issues can snowball into serious problems.

Make it a habit to check your account weekly, update ad copy monthly, and conduct full performance reviews quarterly.

---

8. Ignoring Local Context and Language

Legal terminology and client expectations can vary significantly by region. A campaign that performs well in London might not resonate with users in Newcastle or Cardiff. Using overly generic copy or failing to localise ads and landing pages can reduce engagement and trust.

Incorporate local references, use regional spellings, and where possible, reference location-specific case experience. Showing users that you understand their environment can be a key trust-building factor.

Pro Tip: Try including a local phone number or mentioning local courts or law societies in your ads to reinforce your presence in the area.

---

9. Underestimating the Impact of Quality Score

Google assigns a Quality Score to every keyword based on expected click-through rate, ad relevance, and landing page experience. This score significantly impacts your ad’s position and cost per click. Many law firms don’t realise that paying more isn’t always the key to higher visibility—Google rewards relevance and user satisfaction.

If your Quality Scores are low, you’ll pay more to compete for the same space as another firm with better scores. Focus on creating high-quality ads with relevant keywords and delivering a strong user experience on the landing page.

Maximising PPC Success for Law Firms in 2025 and Beyond

Pay-per-click advertising is no longer just an optional marketing tactic for law firms—it is a strategic necessity in an increasingly digital and competitive legal landscape. From criminal defence practices in city centres to family law specialists in suburban offices, firms across all areas of law are recognising the power of PPC to deliver timely, targeted, and measurable results.

Throughout this guide, we’ve explored every major component of running a successful PPC campaign tailored to legal services—from setting clear objectives and conducting precise keyword research, to leveraging advanced targeting tools and analysing data for continual improvement.

Perhaps the most important takeaway is that PPC is not a one-off project—it is a dynamic, evolving system that requires regular attention, testing, and optimisation. Firms that treat PPC as an ongoing investment, rather than a quick fix, are the ones that see consistent lead flow, stronger brand positioning, and long-term profitability.

Success in PPC marketing doesn’t come solely from knowing what to do, but from executing it consistently and strategically. That means writing highly relevant ad copy, building targeted landing pages that convert, and constantly refining your campaign based on data. It means avoiding common pitfalls such as under-optimised mobile experiences, wasted spend on irrelevant keywords, or failing to track meaningful conversions.

Equally, it requires an understanding of your own firm’s economics—how much a client is worth, what your average case duration looks like, and how different practice areas yield different returns. These insights allow you to set realistic budgets, measure true return on investment, and scale what’s working without hesitation.

If there’s one rule that separates high-performing PPC campaigns from underwhelming ones, it’s this: always put the user first. Understand what they are searching for, what problems they are trying to solve, and what fears they may have. Then, craft your PPC presence—from keywords to ad messaging to landing page content—to reassure, guide, and convert them.

Pro Tip: The best PPC campaigns are built on empathy and intent. Serve the right message to the right person at the right moment, and your marketing will never feel like an interruption—it will feel like help.

For law firms that are serious about growing their client base, PPC offers a unique opportunity: immediate visibility, measurable outcomes, and scalable growth. Whether you’re managing your campaigns in-house or working with a specialist agency, the principles laid out in this guide provide a roadmap to making PPC work for you.

As we look to the future, the firms that win with PPC won’t necessarily be the ones with the largest budgets—but those with the sharpest strategies, the clearest positioning, and the deepest understanding of their clients’ needs.

If your firm is ready to take PPC seriously and dominate in your local legal market, now is the time to act. Build your strategy with intention, measure with precision, and optimise with consistency—and your next client could be just one click away.