CPL is not instructions
A low cost per lead looks efficient in the platform, but says nothing about whether the enquiry was ever a matter the firm would take on.
Legal PPC / UK Law Firms
Google Ads for law firms, optimised for matters worth taking — not just leads.
Mavari helps established UK law firms turn high-intent searches into qualified consultations and new client instructions through specialist Google Ads, practice-area landing pages and closed-loop attribution.
Google Ads/Practice-Area Landing Pages/CRO/Call Tracking/CRM Attribution/Offline Conversions
Search-to-matter diagnostic
exampleSearch intent
Match types · negatives
Aligning
Practice-area match
Ad ↔ landing page
Focused
Enquiry quality
Intake feedback
Improving
Consultation tracking
Forms · calls · CRM
Connected
New instruction
Offline conversions
Visible
Revenue visibility
Fee value by campaign
Building
Illustrative preview — not live client data
01
8+ yrs
senior performance experience
02
£500k+
monthly media budgets managed
03
20+
international markets
04
Founder-led
delivery on every engagement
Mavari-wide experience across sectors and markets — not legal-client results.
The reporting gap
Your dashboard counts leads. Which became new instructions?
Clicks, calls and form fills are only the beginning. The useful question is which enquiries became qualified consultations, new client instructions and fee revenue — and which searches created them.
Broad, low-intent search
Budget drifts into research queries, free-advice seekers and out-of-area searches that intake teams then have to filter manually.
Generic homepage or landing page
A specific legal problem lands on a general firm page, so the visitor has to work out whether the firm handles their situation.
Calls and CRM attribution gap
Phone enquiries and CRM records sit outside the ads data, so the highest-value contacts are often the least measured.
Every conversion treated equally
A newsletter sign-up, a nuisance form and a serious commercial enquiry all count as one conversion — and bidding optimises accordingly.
Intake outcomes disappear
What intake learns about quality, qualification and new client instructions rarely makes it back into campaign decisions.
Search-to-matter
A clearer route to more matters worth taking.
The commercial goal is a measurable route from a high-intent search to a new instruction and the fee revenue attached to it — built as far as the firm's systems, data and permissions allow, and honest about where the chain currently breaks.
- 01Search Term
- 02Ad
- 03Practice-Area Landing Page
- 04Enquiry
- 05Qualified Consultation
- 06New Client Instruction
- 07Fee Revenue
A new instruction is counted when the firm accepts the work and opens the matter in its case-management system.
01
Search
Capture the searches that indicate a real legal problem in the practice areas the firm wants to grow — with match-type discipline, negatives and geography that reflect where the firm can act.
02
Convert
Send that click to a practice-area page that matches the legal problem, proves credibility and offers a low-friction route to a call or consultation.
03
Track
Connect forms, calls, CRM records and consultation outcomes so the account can see beyond the form fill, where systems and permissions allow.
04
Optimise to matters
Feed qualification and new-instruction outcomes back into bidding, budgets, keywords and creative so spend moves toward the work worth taking on.
Practice-area opportunity
Start with one to three practice areas, chosen on the numbers.
A first campaign usually performs better when it concentrates budget behind a small number of practice areas rather than covering the full service list. Not every practice area is viable on paid search at every budget or in every location.
How areas get chosen
- Search demand in the target locations
- CPC and competitive pressure
- Typical matter value
- Geography and where the firm can realistically act
- Intake capacity to answer and qualify enquiries
- The firm's own commercial priority
Examples only
Employment and settlement agreementsDivorce and familyContentious probate and inheritance disputesCommercial litigation and disputesImmigrationProperty disputesProfessional negligence
These are illustrative starting points, not a promise that each one will work for your firm. Viability depends on demand, cost, matter economics and capacity.
Legal PPC calculator
Estimate what your legal PPC budget could generate.
A quick directional model using representative UK Google Keyword Planner benchmarks — not a promised blended account CPC. It estimates clicks and website form enquiries only, and deliberately does not estimate consultations, new instructions or matters opened.
The percentage of paid-search clicks expected to submit your website form.
Form submissions only
Representative UK monthly searches
50,000
Representative average CPC used
£3.54
Top-of-page bid range
£1.53 – £5.54
Estimated clicks / month
1,414
Estimated website form enquiries per month
42
Estimated cost per website form enquiry
£118
This estimate excludes phone calls and does not predict consultations, new instructions or matters opened.
Illustrative estimate using representative UK Google Keyword Planner benchmarks for Aug 2025–Jul 2026 — these are keyword-level benchmarks, not a promised blended account CPC. Actual CPCs, demand and conversion rates vary by location, competition, match type, Quality Score, device, seasonality and landing-page quality. This is not a guarantee of leads, instructions or matters.
Landing pages & CRO
The click is the easy part. The page has to earn the enquiry.
Practice-area pages are built around one legal problem, one audience and one clear next step — because a general firm page asks the visitor to do the qualifying work.
Exact legal-problem message match
The page answers the specific situation searched for, in the words the visitor used, above the fold.
Solicitor and team credibility
Named fee earners, relevant specialism and seniority — not an anonymous brand promise.
Reviews and independent proof
Third-party reviews and recognisable signals placed where hesitation actually happens.
Accreditations
Regulatory and professional accreditations shown clearly and accurately.
Appropriate case or outcome proof
Anonymised, compliant examples of the type of matter handled, where the firm is able to share them.
Pricing or funding information
Fee structures, fixed fees or funding options where they are required or reduce friction.
Low-friction call or form
A short form and a prominent call route, with no unnecessary fields between intent and contact.
Useful qualification
A small number of qualifying questions that help intake without deterring good enquiries.
Strong mobile UX and one next step
Fast pages, large touch targets and a single obvious action per screen.
Attribution
Connect the enquiry to what it actually became.
Where systems and permissions allow, the chain from click to matter can be joined up so bidding and budget decisions reflect outcomes rather than form counts. Mavari works with your existing CRM or case-management system where practical — there is no requirement to replace it.
- GCLID, GBRAID and WBRAID capture
- Campaign, ad group, keyword and landing page
- Form submissions and tracked calls
- Consultations booked and consultations attended
- New client instructions and matters opened
- Matter value and fee revenue, where practical and appropriate
Positioning
Google Ads first. Wider paid-media growth when it earns its place.
Your Google Ads account shouldn't be one service on a list of twelve.
Specialist centre of gravity
- Google Ads is the first channel to get structurally sound, converting and measured through to new client instructions.
- That gives a firm specialist depth and senior attention a broad full-service retainer rarely provides.
- Deliberately narrow scope, delivered directly by the founder.
Then wider paid media
- Once Search performs and is measured properly, paid social, retargeting, creative strategy and landing-page testing can be layered in.
- Additional touchpoints support longer-term, full-funnel growth.
- Wider channel support must complement Google Ads, never dilute the paid-search specialism.
- 01
Capture existing demand with Google Ads
Structure, search terms, negatives and geography built around the practice areas the firm actually wants.
- 02
Improve conversion and measurement
Practice-area landing pages, CRO and tracking through to consultations and new client instructions.
- 03
Expand with paid social and additional touchpoints
Retargeting, creative strategy and landing-page testing layered in once Search is performing and measured.
The audit
The Search-to-Matter Audit.
A senior review of where paid search spend is going, what it is producing and where the route to new client instructions is breaking down.
Search-term and wasted-spend review
Where budget is going into queries that will never become a matter you would take on.
Structure, budget and bidding review
Whether the account shape, budgets and bid strategies match the practice-area priorities.
Practice-area opportunity check
Demand, cost and competitive pressure across the areas you want to grow.
Landing-page and CRO review
Message match, credibility, friction and mobile experience on the pages taking paid traffic.
Tracking and attribution review
We trace calls and forms through consultation and new instruction, identify broken CRM links and uncover missing or double-counted conversions.
Prioritised 90-day action plan
A sequenced list of fixes and tests, ordered by likely commercial impact.
Good fit
Built for firms that want better matters, not more noise.
Good fit
- Established UK firm, roughly 5–50 fee earners
- Real capacity to take on new matters
- One to three practice areas targeted for growth
- Meaningful matter economics behind those areas
- A serious four-figure monthly ad budget
- Willing to track outcomes and share lead-quality feedback from intake
Not ideal if
- Only wants the cheapest possible leads
- Has no intake capacity to answer and qualify enquiries
- Will not share quality feedback
- Expects guaranteed instructions
- Wants an outsourced full-service marketing department
Founder-led
You work directly with the person doing the work.
Mavari Digital is led by Darcy Brown, with senior paid search, lead generation and professional-services experience — including previous experience running legal Search campaigns. Strategy, build, tracking and optimisation are delivered directly, not passed down to a junior account team.
No invented legal case studies and no guaranteed outcomes — just senior delivery and honest reporting on what the data can and cannot show.
- Direct senior delivery on strategy, build and optimisation
- One point of contact from audit through to ongoing management
- Clear reporting on what is working, what is not and why
- Comfortable working alongside in-house marketing or an existing agency
FAQ
Questions law firms usually ask.
Yes. Taking over an existing account is common. The starting point is usually an audit of search terms, structure, tracking and landing pages, followed by a prioritised plan — restructuring where it is justified rather than rebuilding for the sake of it. You keep ownership of the account throughout.
Legal PPC insights
The thinking behind the system.
Law Firms10 MIN
How Law Firms Can Track Google Ads Through Their CRM to New Instructions
The build steps for connecting Google Ads to your CRM — click identifiers, intake stages, offline conversion imports, and the limits worth stating out loud.
5 September 2026Read
Law Firms10 MIN
Landing-Page Testing for Law Firms: From Click to Consultation
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.
4 September 2026Read
Law Firms9 MIN
Responsive Search Ads for Law Firms: What Should You Actually Test?
Testing single headlines teaches you nothing. Test message families — practice area, location, credibility, next step and qualification — and judge them on enquiry quality.
3 September 2026Read
Search-to-matter audit
Request your Search-to-Matter Audit.
Tell me a little about the firm and where paid search sits today. Please do not include confidential client or case details.
- Senior review, not a templated report
- Prioritised 90-day action plan
- Straight answer on whether paid search is worth it for your firm
Next step
Find the gap between search spend and new client instructions.
A senior review of your paid search, practice-area pages and tracking — with a prioritised plan for the next 90 days.