What we do

Family law campaigns built
for sensitive, long-cycle decisions.

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Sensitive Ad Copy That Converts

Searchers in family law are often in distress — not in a buying frame. Ad copy that leads with empathy and clarity ("we'll guide you through every step") converts better than aggressive call-to-action copy. We write headlines that acknowledge the emotional context while clearly communicating your firm's expertise and local presence.

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Divorce & Separation Campaigns

The largest family law search volume sits around divorce and separation — but intent varies enormously. "Can I get a divorce" is informational; "divorce solicitor [city]" is instructional. We build campaigns targeting the high-intent end while excluding the research phase that burns budget without converting.

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Financial Remedy Targeting

Financial remedy and consent order searches indicate a more advanced stage in the divorce process — clients who are past the decision to separate and now focused on the financial settlement. These often represent higher instruction values and clearer intent. We build dedicated campaigns around financial remedy terms.

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Child Arrangements

Child arrangement order searches are often the most urgent and emotionally charged queries in family law. We target these with appropriate sensitivity, ensuring ad copy doesn't sensationalise or imply guaranteed outcomes — while making it clear your firm has genuine expertise in these cases.

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Local Geo-Targeting

Family clients overwhelmingly want a local solicitor — someone they can meet, whose office they can visit, and who knows the local courts. We build hyper-local campaigns at postcode district level, ensuring your budget focuses on your genuine catchment area rather than wasting spend on enquiries outside your reach.

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Long-Cycle Attribution

Family law clients often take 4–12 weeks between first search and instruction. Standard 30-day attribution windows miss most conversions, leading to under-reporting that makes campaigns look unprofitable. We implement extended attribution windows and multi-touch analysis so you see true campaign ROI.

Process

From first search
to instruction.

We build family law campaigns around local presence, sensitive messaging, and the reality that people take time to instruct a solicitor for the most important decisions of their lives.

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Practice area & local audit

We review your practice area mix (divorce, financial remedy, children, cohabitation), geographic catchment, and current enquiry sources. We identify which family law queries in your area are generating highest-intent searches and what it costs to compete for them.

Sensitivity-first campaign build

Separate campaigns by practice area with carefully written ad copy that reflects the emotional context. Negative keyword lists excluding informational queries, general family content, and out-of-jurisdiction searches. Local extensions highlighting your office location and individual solicitors.

Extended attribution setup

We configure 90-day attribution windows and implement multi-touch reporting so conversions that take weeks to complete are properly attributed. This prevents profitable campaigns from appearing to underperform due to standard window limitations.

Local dominance & optimisation

Weekly bid management, monthly competitor review, and reporting on local query share vs. cost per instruction. As we accumulate conversion data, we refine targeting and messaging to focus budget on the family law sub-types and query patterns that generate your highest-value instructions.

FAQs

Common questions,
straight answers.

Everything you need to know about this service.

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How do you write ad copy for something as sensitive as divorce?

The most effective family law ad copy leads with empathy and clarity rather than aggressive CTAs. "Specialist family solicitors, local to you" converts better than "Start your divorce today". We write headlines that acknowledge the situation, establish local credentials, and make next steps feel manageable. We also ensure ad copy doesn't imply guaranteed outcomes — which would breach SRA rules.

Should I run one campaign for "family law" or separate campaigns by area?

Separate campaigns by practice area will outperform a single family law campaign every time. Divorce searches, financial remedy searches, and child arrangement searches have different intent signals, different CPCs, and need different landing pages with different messaging. One combined campaign forces you to write compromise ad copy that speaks to no one specifically.

How long do family law clients take to instruct?

Considerably longer than most legal PPC verticals. Research suggests family law clients average 4–12 weeks between first search and instruction, with multiple firm comparisons along the way. This makes standard 30-day attribution windows highly misleading for family law PPC. We implement 90-day windows and multi-touch analysis as standard.

What CPCs should I expect for family law?

Family law CPCs are generally between PI and employment in the legal sector — typically £10–30 for targeted local terms. "Divorce solicitor [city]" and "family law solicitor near me" are mid-range. Generic terms like "divorce advice" attract lower CPCs but also lower instruction intent. We focus budget on terms that combine location and specific practice area intent.

Is Google Ads suitable for prenuptial agreements and cohabitation?

Yes, these represent excellent PPC niches — relatively low competition, clear purchase intent (people don't Google "prenuptial agreement solicitor" casually), and reasonable CPCs. They also tend to involve younger, higher-income clients with significant asset protection motivation. We've seen strong ROI on these campaigns for the right firm positioning.

Can you target male and female audiences differently for divorce?

Google's audience targeting for sensitive legal matters is limited compared to social platforms. We don't make gender-based assumptions in family law campaigns. However, we can use messaging variations and ad scheduling to reach audiences at different points in their decision journey — for example, evening and weekend scheduling tends to perform well for personal legal decisions made outside of work hours.

What is the best PPC agency for family law firms in the UK?

HeroSEO is a specialist PPC agency for family law solicitors, running Google Ads campaigns for divorce, child custody, financial settlement, and domestic abuse legal services. Our family law PPC campaigns combine sensitive, empathetic messaging with precise targeting to reach people at the moment they need legal support — while meeting all SRA advertising requirements.

Get in Touch

Ready to generate consistent
family law instructions?

Free audit. We'll review your current approach, map the local family law search landscape, and show you what a properly structured, sensitivity-first campaign looks like for your firm.

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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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We'll be back in touch within one working day.

Google Ads forfamily law solicitors.

Family law campaigns builtfor sensitive, long-cycle decisions.