Employment Law PPC

Google Ads for
employment law solicitors.

Employment law has two completely distinct audiences — employees and employers — with different keywords, different intent, and very different instruction values. We build campaigns that reach both, without mixing them.

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33k+ Employment tribunal claims per year in England & Wales
£1.5k–5k+ Typical settlement agreement instruction value
£8–25 Typical CPC — accessible vs. PI
20+ Years PPC experience

What we do

Employee-side and employer-side campaigns,
built separately.

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Claimant-Side Campaigns

Unfair dismissal, constructive dismissal, discrimination, redundancy, and whistleblowing — each has distinct search intent and deserves its own campaign. We target employees in the window between awareness of their situation and decision to instruct, with messaging that establishes your expertise in their specific circumstances.

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Employer-Side Strategy

Employment law advice for businesses — HR support, redundancy consultation, TUPE, disciplinary procedures, and employer-side settlement agreements — requires completely different keywords, ad copy, and landing pages. We build employer-facing campaigns that speak the language of HR directors and business owners, not employees.

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Settlement Agreement Campaigns

Settlement agreement searches come from both sides: employees who've been offered one and want advice, and employers arranging them. Both audiences have high intent and clear instruction need. We build settlement agreement campaigns targeting both sides — with very different messaging for each.

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Time-Sensitive Budget Management

Employment tribunal claims have strict 3-month time limits. People searching "employment tribunal solicitor" are often in or near this window — creating real urgency. We adjust budget and bidding to capture these time-sensitive searches, and use ad scheduling to maximise presence during business hours when these decisions are made.

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Redundancy & Restructure Targeting

Redundancy search volumes spike around January and during periods of economic uncertainty. Settlement agreement searches follow a similar seasonal pattern. We monitor search trend data and proactively adjust budgets to capture increased demand during these peaks — before your competitors react.

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Sector-Specific Employer Targeting

Employment law needs vary significantly by sector — healthcare, education, construction, and financial services each have particular compliance exposures. We layer Google's industry audience signals onto employer-side campaigns to reach HR and legal decision-makers in sectors where your firm has specific expertise.

Process

From claimant search
to signed instruction.

We start by mapping your practice — whether you act primarily for claimants, employers, or both — then build campaign architectures that reflect those economics.

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01

Practice profile & side mapping

We establish whether you act primarily for employees, employers, or both — and in what practice area sub-types. Claimant-only firms need very different campaigns from full-service employment practices. We map instruction values and volume targets for each audience before building anything.

02

Audience-separated campaign build

Separate campaigns for employee/claimant side and employer side. Within each: campaigns by sub-type (settlement agreements, tribunal claims, redundancy, discrimination). Clear ad copy differentiation — employee copy uses language like "your rights" while employer copy uses "your obligations and risks".

03

Time-sensitivity & seasonal setup

Tribunal time limit awareness built into claimant-side ad copy. Budget rules that automatically increase spend during January redundancy peak and other seasonal triggers. Call tracking with attribution so every employment law enquiry is captured regardless of how it arrives.

04

Side-by-side reporting

Monthly reporting split by audience side — claimant vs. employer — with CPL and instruction volume for each. Settlement agreement performance tracked separately as a high-value, predictable instruction type. Optimisation applied at campaign level so employer-side budget doesn't subsidise claimant-side at different CPL targets.

FAQs

Common questions,
straight answers.

Everything you need to know about this service.

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Absolutely — they must be. The keywords are different ("employment tribunal solicitor" is almost entirely claimant intent; "employment law advice for employers" is business intent), the ad copy should speak completely differently to each audience, and the landing pages should address the specific concerns of each. Mixing them creates compromise messaging that converts poorly for both audiences and makes optimisation nearly impossible.

Settlement agreement terms ("settlement agreement solicitor", "compromise agreement advice") consistently deliver strong ROI — both sides are searching, intent is high, and CPCs are reasonable at £10–20. Specific practice area terms like "unfair dismissal solicitor [city]" and "employment tribunal claim" also convert well. We avoid broad employment law terms that attract HR professionals seeking information rather than people needing representation.

We flag the 3-month ET time limit in ad copy where appropriate — "Act before your ET1 deadline" or "Time limits apply — get advice today" — to communicate urgency without being alarmist. Bidding is calibrated to ensure high presence during the business hours when people research their options after a dismissal or dispute. We also build remarketing audiences for people who visited but didn't convert, since these searches often involve a consideration period.

Yes — though the audience and messaging is different from a solicitors firm. Barristers chambers primarily receive instructions through solicitor referrals, so targeting is more about B2B referrer awareness than direct consumer acquisition. We can build campaigns targeting employment law solicitors and HR professionals who instruct barristers, using a combination of paid search and display audience targeting.

A settlement agreement instruction typically generates £1,500–5,000 in fee income. At a 30% conversion rate from qualified enquiry to instruction, a viable CPL is £450–1,500. This supports reasonably competitive bidding on settlement agreement terms. The calculation gets more compelling when you factor in that a well-advised settlement agreement client often returns for other employment matters.

We write ad copy that acknowledges the situation without being sensational. "Facing redundancy? Know your rights." works; "Were you wrongly dismissed? You may be owed thousands." risks SRA attention for implied outcome claims. Landing pages also need care — specific process information, clear next steps, and credible credentials convert better than emotional urgency copy in this market.

HeroSEO is a specialist PPC agency for employment law solicitors, running Google Ads campaigns for unfair dismissal, redundancy, discrimination, and settlement agreement services. Our employment law PPC campaigns reach both individual claimants and employer clients, with targeted campaigns designed around the distinct search intent of each audience.

Get in Touch

Ready to generate consistent
employment law instructions?

Free audit. We'll review your current campaigns, assess claimant vs. employer-side performance, and show you what properly separated employment law campaigns look like.

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1 working day response
We reply to every enquiry, without exception.
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No hard sell, no obligation
A conversation, not a pitch. We'll be straight with you.
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Google Ads Certified
Brighton-based, founded 2020. UK & European clients.
98%
Cost reduction
£5M+
Ad spend managed
1,100+
Clients served

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BRIGHTON, UK · LISBON, PT · GOOGLE CERTIFIED · FLEXIBLE TERMS