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.
Monthly field notes on Google Ads, paid social, CRO and attribution — from live account work.
The commercial result depends on the whole route: search, advert, service page, enquiry, qualification, survey, proposal, follow-up and signed installation.
One on measurement, one on landing pages and conversion, one on targeting and campaign structure.
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.
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.
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.
Bid on the deepest reliable outcome, observe the diagnostic actions and exclude the noise: a practical conversion model for UK law firm Google Ads accounts.
A UK law-firm framework for reading the search-terms report properly: classify every meaningful query as Take, Test or Exclude, and apply the narrowest safe control.
Google Ads is only the entry point. Here is the full chain from an electrical search to a booked job — and the points where good enquiries are commonly lost.
The build steps for connecting Google Ads to your CRM — click identifiers, intake stages, offline conversion imports, and the limits worth stating out loud.
Testing single headlines teaches you nothing. Test message families — practice area, location, credibility, next step and qualification — and judge them on enquiry quality.
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.
A cheap legal lead is not valuable unless it becomes suitable work. How to measure Google Ads through consultations, new client instructions and fee revenue.
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 hubPaid search and lead-system research for established UK electrical contractors — how search demand, service-specific pages, call and form tracking and follow-up decide whether an enquiry becomes a booked job. One pillar article is published so far, with more added from live account work rather than written in advance.
Visit hubPaid search and measurement research for UK solar installers — long consideration windows, survey bookings, and the gap between an enquiry and a signed installation. One pillar article is published so far, with more added from live account work rather than written in advance.
Visit hubA practical breakdown of Google Ads, paid social, CRO or attribution — drawn from real account work.
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Send 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.