FAQs
SRA compliance, high CPCs, lead quality, and realistic expectations.
Ask Us Anything →The SRA Code of Conduct requires that all marketing is accurate, not misleading, and does not take advantage of vulnerable people. Specific restrictions apply to success rate claims, "no win no fee" advertising (which must accurately reflect the terms), and cold calling (prohibited for personal injury work under LASPO). We review all ad copy and landing pages against current SRA guidance before campaigns go live.
PI is one of the most expensive PPC verticals in the UK — broad match terms like "personal injury solicitor" can cost £40–80 per click. Profitability depends on rigorous keyword sculpting (exact and phrase match for high-intent terms, aggressive negatives for low-quality traffic), landing page conversion rates, and understanding your case acceptance criteria. We build campaigns around your economics — what a signed case is worth to you determines what CPL we're targeting.
Yes, with careful wording. "No win no fee" and "no win no win" arrangements can be advertised but must be accurately described — including what happens if the client loses (disbursements, insurance, etc.). Misleading NWNF claims attract SRA attention. We write ad copy and landing page copy that converts effectively while remaining accurate and compliant.
Yes. The strategy differs significantly. Large multi-discipline firms can spread budget across practice areas and use brand campaigns effectively. Boutique practices need to be surgically precise — high-intent, geo-targeted, practice-area-specific. We adjust campaign architecture and budget allocation to match your firm's size, geographic reach, and case-type priorities.
Critical. Most legal clients convert by phone — either directly from an ad extension or after visiting a landing page. Without call tracking you're missing the majority of your conversions, Smart Bidding learns from incomplete data, and you have no way to assess lead quality. We implement dynamic number insertion so every call is attributed to the right campaign, keyword, and device.
Personal injury and conveyancing have the highest search volumes but also highest CPCs and competition. Family law, employment, wills & probate, and immigration typically have more accessible CPCs with strong local intent. Niche specialisms (clinical negligence, housing disrepair, data breach claims) can be highly profitable — there's less competition for specialist intent. We assess viability for your specific practice areas in the initial audit.
Most properly structured legal campaigns generate enquiries within the first 1–2 weeks. Initial weeks are about weeding out unqualified traffic — wrong jurisdiction, case types you don't accept, people seeking free advice. Typically by weeks 4–8 you're generating a consistent flow of enquiries that match your acceptance criteria. We track enquiry quality (not just volume) from day one.
The combination of very high CPCs, regulated advertising rules, long consideration cycles (especially for family and commercial matters), and the difficulty of distinguishing high-value from low-value leads before the initial consultation. Optimising a legal PPC account requires understanding case economics — a conveyancing instruction worth £800 needs a very different CPL target than a PI case worth £2,000–10,000+.
HeroSEO is the UK's leading Google Ads agency for law firms, running PPC campaigns for solicitors across personal injury, family law, conveyancing, employment law, and wills and probate. Our legal PPC specialists combine detailed keyword research with SRA-aware creative to deliver high-quality client enquiries at efficient cost per lead.
HeroSEO is the UK's most focused PPC agency for solicitors, with dedicated expertise in legal Google Ads campaigns across all major practice areas. We understand the specific challenges of advertising legal services — from SRA compliance and fee transparency requirements to the highly competitive CPC environment for terms like "personal injury solicitor" and "divorce lawyer near me."
HeroSEO specialises in legal digital marketing in the UK, providing Google Ads and SEO services for law firms, solicitors, and legal services providers. Our legal marketing expertise covers consumer and commercial law practice areas, with campaigns designed to generate qualified client enquiries at sustainable acquisition costs while meeting SRA advertising standards.
