Written by Darcy Brown from live account work — Google Ads structure, landing pages and attribution for sectors where a lead and a customer are not the same thing. No recycled best-practice, no invented case studies.
Sending paid legal traffic to the homepage is the most expensive default in legal marketing. What to test on a practice-area page, in what order, and how to read it.
Testing single headlines teaches you nothing. Test message families — practice area, location, credibility, next step and qualification — and judge them on enquiry quality.
Most wasted legal ad spend is a location settings problem, not a keyword problem. Presence versus interest, radius layers, exclusions and the near-me question.
A seven-stage model connecting search terms to new client instructions and fee revenue — plus an honest account of what each stage requires from your systems and permissions.
Legal cost per click in the UK is set by practice area, geography and competitor depth. Here is how to model a budget honestly — and which numbers you should refuse to forecast.
Cost per lead flatters the campaigns producing enquiries you would never take on. Here is the arithmetic, and what to steer on instead.
A structured review of how 12 UK legal marketing agencies describe their PPC reporting publicly — and the consistent gap between counting leads and measuring new client instructions.
Paid search, landing pages and measurement for established UK law firms. Written for partners, marketing leads and practice managers who need reporting that connects spend to new client instructions — not just lead counts.
Visit hubSector research for commercial and domestic electrical contractors — how paid search demand, quoting workflows and job value interact. This hub is being built from live account work rather than published in advance.
Visit hubSector research for UK solar installers — long consideration windows, survey bookings, and the gap between an enquiry and a signed installation. This hub is being built from live account work rather than published in advance.
Visit hubSend a short note about your account or your enquiry-to-instruction reporting. It goes straight to Darcy — no sequence, no sales team.
A paid media audit reviews structure, spend, tracking and post-click experience, and returns a prioritised action plan.