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Solicitor marketing that wins instructed cases

Google Ads and PPC for solicitors and law firms, plus local campaigns and paid social, built around instructed matters and designed to stay compliant.

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family solicitor near me
Sponsored AAshby & Lowe Solicitorsashbylowe.co.uk › family-law Family Law Solicitors | Free 30-Min Consultation

Divorce, separation and child arrangements handled with care. Fixed fees available.

Free consultationFixed feesOur team
Sponsored CCalder Legalcalderlegal.co.uk › family Experienced Family Solicitors | Speak to Us Today

Clear advice from accredited specialists. Offices across the North West.

Cost per instructed case£96▼ 22%
Qualified enquiries+41%

In short

Brightpace is a PPC agency for solicitors and law firms across the UK. We run Google Ads, local and Microsoft search and paid social for specific practice areas, built with SRA publicity rules in mind and judged on instructed matters, not enquiries.

Best for
High-street to multi-office firms growing a practice area
Channels
Google Ads, Local & Maps, Microsoft Advertising, Meta
Pricing
A monthly management fee agreed up front, scaled to your ad spend and scope. No setup fee, 30-day rolling.
Typical ad budget
From £1,500 a month
How we work
AI-native: AI speeds up research, creative testing and reporting, and a senior specialist makes every call.

Legal marketing is high-stakes: some of the most expensive clicks in search, long consideration, and a regulated environment where a careless claim can cost more than a lost lead. As a law firm marketing and PPC agency, we run Google Ads and PPC for solicitors, with practice-area campaigns built around the value of an instructed matter: capturing high-intent demand, tracking every call and enquiry, and keeping advertising in line with the rules solicitors work under.

Whether you'd like us to run your paid media or strengthen your in-house team, explore our media management and consultancy services, or see the other industries we work in.

From search to instructed matterExamplefamily solicitor near meSponsoredYour FirmFamily Law Solicitors | Speak toa Specialist TodayCall nowEnquire onlineEnquiries, tracked to outcomeCall · 6m 12sInstructedForm · DivorceQualifiedCall · 0m 40sNot a fitCall · 9m 03sInstructedForm · ChildrenQualifiedOptimised to instructed matters, not enquiry volume From search toinstructed matterExamplefamily solicitor near meSponsoredYour FirmFamily Law Solicitors | Speakto a Specialist TodayCall nowEnquire onlineEnquiries, tracked to outcomeCall · 6m 12sInstructedForm · DivorceQualifiedCall · 0m 40sNot a fitCall · 9m 03sInstructedOptimised to instructed matters,not enquiry volume
Illustration: tracked from search to instructed matter.

Where we run your ads

Google AdsSearch, calls & local
Microsoft AdvertisingBing search
MetaConsumer & family law
LinkedInCommercial & employment law
(01) Campaign structure

Campaigns built to win instructed cases.

Each channel has a different job. Search captures people who need a solicitor now, Performance Max extends your reach across Google and Maps, and social and LinkedIn reach people before the need becomes urgent. This is the structure we’d typically build for a firm.

Paid search

Google Ads & Microsoft Advertising
01

Practice-area campaigns

Separate campaigns for family, personal injury, conveyancing, employment and more, each with its own budget and landing page, so spend follows case value.

02

Call-led & urgent matters

Call-focused ads scheduled around when your intake team can answer, because many legal enquiries go to whichever firm picks up first.

03

Office catchments

Location targeting built around each office, so “solicitors near me” searches reach the right branch.

04

Brand protection

A low-cost campaign on your firm’s name, so directories and competitors don’t take clients who are already looking for you.

Performance Max

Search, Maps, YouTube & Display
01

Local reach

Linked to your Google Business Profile, it puts each office in front of nearby searchers on Maps and Search, driving calls and directions.

02

Practice-area asset groups

Separate asset groups for each practice area, with their own copy and audience signals, so a conveyancing client never sees family law messaging.

03

Optimised to instructed cases

Offline conversions from your case management system teach Google which enquiries became paying clients, not just form fills.

04

Brand exclusions

Your firm’s name excluded so Performance Max can’t take credit for searches you’d win cheaply in Search, keeping its results honest.

Paid social & LinkedIn

Facebook, Instagram & LinkedIn
01

Life-event awareness

Broad local campaigns with helpful guides for wills, conveyancing and family matters, reaching people before they start searching.

02

Qualified lead forms

Instant forms that ask the matter type and timing up front, so your team calls the enquiries most likely to instruct.

03

LinkedIn for commercial work

Employment and commercial services promoted to HR leaders and business owners by company, seniority and sector.

04

Considered-decision follow-up

Reassuring FAQ and fee-guide messaging for people who’ve shown interest, within each platform’s policies and the SRA’s rules.

The exact mix depends on your practice areas, offices and intake capacity. We agree it with you up front, then shift budget towards what wins the most instructed cases.

(02) What we solve

Built for solicitors’ challenges

01

Expensive, high-intent keywords

Legal terms carry some of the highest costs per click in search. Tight query control, negative keywords and practice-area budgets keep spend on the searches most likely to become instructed matters.

02

Speed to response

People contact several firms, and legal enquiries go cold fast. We align ad scheduling with your intake hours and flag where slow response is leaking value.

03

Local competition

Most clients choose a firm near them. Location-led campaigns and ads in Google Maps win your catchment without paying for searches you can’t serve.

(03) Practice areas

Campaigns built by practice area

  • Family & divorce

    Sensitive, high-intent searches that need reassuring, empathetic messaging, with fixed-fee or free-consultation offers where you provide them, and real care around personal-circumstance targeting.

  • Personal injury & clinical negligence

    Competitive, high-value work where referral fees are banned for personal injury, so owning your own lead generation matters. Search-led campaigns with rigorous call and claim qualification.

  • Conveyancing & property

    Price-sensitive, comparison-driven demand. Ads that lead with clear, published pricing and send searchers to your quote pages, turning them into instructions.

  • Employment law

    Two audiences, employees and employers, needing different keywords, messages and pages on your site, with LinkedIn for HR leads and business owners.

  • Immigration

    Urgent, high-stakes demand, often from multilingual audiences. Clear eligibility messaging and fast consultation booking.

  • Wills, probate & private client

    Older, considered audiences who research carefully. Search and Microsoft Advertising campaigns with trust-first messaging.

(04) How it works

From first click to instructed matter

  1. 01

    Map practice-area economics

    We start with what an instructed matter is worth in each practice area and how many enquiries become clients, so bids are set from your numbers instead of generic benchmarks.

  2. 02

    Launch call-led practice-area campaigns

    Separate campaigns per practice area and location, each with its own keywords, compliant messaging, destination page on your site and budget, built to drive calls and consultation requests.

  3. 03

    Track to instruction, then scale

    Calls and enquiries are tracked and, where your case management system allows, instructed matters are fed back to the platforms. Then budget moves to what wins clients.

How we measure it · Search → Enquiry → Qualified → Instructed

  1. Stage 1

    Search

    They look for a solicitor

    Google Ads on the searches that lead to instructions

  2. Stage 2

    Enquiry

    They call or fill in a form

    Calls and forms tracked, spam removed

  3. Stage 3

    Qualified

    It’s the right kind of case

    Lead quality fed back from your team

  4. Stage 4

    Instructed

    They become a client

    Campaigns judged on instructed matters

Most agencies stop at the enquiry. We follow it through to the work that pays, using call tracking and offline conversion tracking. Enquiries are also sent server-side with enhanced conversions, so fewer go missing.

Hand signing a legal document with a pen
(05) Compliance

Advertising that respects the rules

Solicitors advertise under the SRA Code of Conduct, which requires publicity to be accurate and not misleading, and prohibits unsolicited approaches to members of the public to advertise legal services. We build campaigns with that in mind, and in line with the CAP Code enforced by the ASA, so claims about outcomes, fees and “no win, no fee” arrangements are clear and substantiated.

The SRA Transparency Rules require firms to publish price and service information for certain services, including residential conveyancing, uncontested probate, employment tribunal claims and immigration. So we point ads at pages where that information is easy to find, and advise on what those pages need, which also tends to help them convert. And in personal injury, where referral fees are banned, owning your lead generation is a genuine advantage. Your firm stays responsible for its own publicity, and we make reviewing it straightforward.

Law library with shelves of leather-bound books and busts
(06) London & the UK

Marketing for solicitors in London & across the UK

Most people choose a solicitor near home or work, so campaigns are built around each office’s catchment, with separate budgets where practice areas compete for the same searches. In London, where competition for family, employment and conveyancing searches is heaviest, we narrow by borough and practice area rather than bidding across the whole capital.

People increasingly ask AI assistants to recommend a solicitor, so we advise on keeping consistent, credible information about your firm, which matters for AI answers as well as search.

Legal clicks are among the most expensive in UK search. Our guide to Google Ads for solicitors covers typical prices by practice area, how to budget from instructed matters, and the SRA and Google rules that shape legal ads.

In London? See how we approach the capital as a PPC agency for London businesses.

(07) Insights

Reading for law firms.

All articles →
14 Oct 20267 min read

Google Ads for solicitors: costs, SRA rules and what works (2026)
9 Oct 20269 min read

Google Ads call tracking: set-up, uses and offline conversions
3 Nov 20268 min read

Free ad credits in the UK: what each platform offers (2026)
(08) FAQ

Law questions.

01What does a PPC agency for law firms do?

A PPC agency for law firms, or marketing agency for solicitors, runs Google Ads (including local and Maps campaigns) and often Microsoft Ads and paid social, built around practice areas and the value of an instructed matter. Because legal clicks are among the most expensive in search, the job is mostly control: tight keywords and negatives, call and enquiry tracking, and ads that stay within the SRA’s rules on publicity.

02Is Google Ads worth it for solicitors?

Often, because legal search is high-intent, though clicks are expensive. It works when the value of an instructed matter supports the cost per click, and when calls and enquiries are tracked through to instruction so spend can be focused on what wins clients.

03How much does Google Ads cost for solicitors?

Legal keywords are among the most expensive in UK search, and click costs vary widely by practice area and location. Rather than starting from a cost per click, work back from what an instructed matter is worth and how many enquiries become clients.

04What is the best marketing for solicitors?

For most firms, Google Ads on high-intent searches for their practice areas and location brings enquiries fastest, supported by good reviews, a complete Google Business Profile and clear published pricing where the SRA Transparency Rules require it. Paid social suits consumer practice areas such as family law and wills; LinkedIn suits commercial and employment work.

05How do you control cost per lead on expensive legal keywords?

Tight query and audience control, negative keywords, practice-area and location budgets, and ad scheduling around your intake hours, focusing spend on the searches most likely to become instructed cases.

06Do you track calls and case outcomes?

Yes. Call tracking (an optional add-on) and lead scoring show which campaigns drive qualified enquiries, and where your case management system allows it we feed instructed matters back into the ad platforms so bidding optimises toward real clients.

07Is your legal advertising compliant with SRA rules?

We build campaigns in line with the SRA Code of Conduct, the SRA Transparency Rules and the ASA’s CAP Code, including care with outcome claims, fee information and “no win, no fee” wording. Your firm remains responsible for its own compliance, and we make that easier.

08Which practice areas do you work with?

Family and divorce, personal injury and clinical negligence, conveyancing and property, employment, immigration, wills and probate, and commercial law, each with its own campaigns, messaging and targets.

09Can you market commercial and B2B legal services?

Yes. Commercial, corporate and employer-side work suits LinkedIn and search campaigns aimed at decision-makers, measured on consultations and instructions rather than consumer-style lead volume.

10Do you work with law firms outside London?

Yes. Brightpace works with firms across the UK remotely, with location-level campaigns and reporting for firms with more than one office.

(09) Next step
Ready to win more instructions? →
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