What we do

Appointment-driven campaigns
for every estate planning need.

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Wills & Estate Planning Campaigns

Forward-planning wills clients are deliberate decision-makers — they're not in crisis, but they've decided to act. Campaigns targeting "make a will solicitor", "will writing service", and "estate planning solicitor" reach this audience at peak intent, with messaging that emphasises expertise, clarity of process, and local access.

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Lasting Power of Attorney

LPA searches have surged since COVID — awareness of incapacity planning has increased significantly. "Lasting power of attorney solicitor" and "LPA near me" are consistent, growing search terms with strong appointment intent. We build dedicated LPA campaigns that capture this demand separately from general wills traffic.

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Probate & Estate Administration

Probate searches come from people dealing with a bereavement — urgency and emotional weight are high. "Probate solicitor near me" and "applying for probate help" indicate clear instruction intent from people who need practical help now. Campaigns targeting these terms need sensitive copy and clear process signposting.

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Demographic & Life-Stage Targeting

Wills and LPAs have natural demographic patterns — over-55s planning ahead, parents of young children naming guardians, homeowners protecting property. We layer demographic and life-event audience signals onto campaigns to weight budget toward people at the life stages where estate planning intent is highest.

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Seasonal Budget Management

Wills and probate have predictable seasonal patterns — January new year planning spikes, spring probate increases, and post-bereavement urgency after major news events. We proactively adjust budgets to capture increased demand during these periods, and scale back in slower months to maintain consistent cost per instruction.

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Appointment-Booking Optimisation

The conversion goal for wills and probate PPC is a booked consultation — not a form fill or information request. We optimise landing pages, call-to-actions, and conversion tracking around this specific goal. Phone call tracking is particularly important as many wills and probate clients prefer to speak before booking.

Process

From estate planning search
to booked consultation.

We build wills and probate campaigns around appointment generation — not just enquiry volume — because a booked consultation is where instruction relationships begin.

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Service mix & audience audit

We map your service offerings (wills, LPAs, trusts, probate, estate administration) and identify which generate the strongest instruction economics. Forward-planning services and urgent probate need different campaign strategies — we assess both and prioritise accordingly.

Audience-segmented campaign build

Separate campaigns for planning-stage (wills, LPAs, trusts) and urgent-stage (probate, intestacy) audiences. Ad copy calibrated to the emotional register of each: clear and reassuring for planning clients, empathetic and practical for those dealing with bereavement.

Demographic layering & seasonal setup

Audience signals added for relevant demographics and life stages. Seasonal budget rules built in for January and other identified peak periods. Call tracking configured to attribute every phone booking to its campaign, keyword, and device.

Consultation conversion optimisation

Monthly reporting on cost per booked consultation by service type. Landing page optimisation focused on consultation booking conversion — not just page visits. Ongoing negative keyword management to exclude DIY will-writing and legal information queries that consume budget without converting.

FAQs

Common questions,
straight answers.

Everything you need to know about this service.

Ask Us Anything →

What's the difference between targeting wills clients and probate clients?

They're fundamentally different audiences. Wills and LPA clients are planning ahead — calm, deliberate, comparing options. Probate clients are dealing with a recent bereavement — urgent, emotional, often overwhelmed. Ad copy, landing page tone, and even ad scheduling should differ: planning clients research during evenings and weekends; probate searches often happen during business hours in the days after a death.

How should I advertise LPAs on Google?

LPA searches ("lasting power of attorney solicitor", "set up LPA near me") have clear appointment intent — people know they need professional help and are looking for a local firm they can trust. Effective LPA ad copy explains what an LPA covers, emphasises the importance of doing it properly (vs. DIY online services), and makes the first step — a consultation — feel easy and accessible.

Is there competition from online will-writing services?

Yes — services like Farewill and Kwil advertise heavily on wills-related keywords. However, these primarily attract DIY searchers rather than people seeking professional legal advice. Effective negative keyword lists exclude "online will", "write your own will", "will template", and similar queries. Your campaigns should focus on searches indicating a preference for professional guidance — "will solicitor", "solicitor help with will", "legal will advice".

What CPCs should I expect for wills and probate?

Wills CPCs are generally accessible — £8–20 for most well-targeted terms. LPA terms are similar. Probate terms can be slightly higher (£15–35) because of the urgency and professional lead-generation activity in the market. These are significantly lower than personal injury or even conveyancing, making wills and probate campaigns a consistent ROI performer for firms that invest in proper campaign structure.

How do you handle the sensitive nature of probate advertising?

Carefully. Ad copy for probate-related searches should be empathetic and process-focused: "Help with probate and estate administration — we guide you through every step" works. Copy that emphasises financial opportunity or urgency for the firm's benefit will perform poorly and risks reputational damage. Landing pages should lead with the process, not the price.

Should I include trust and estate planning in the same campaigns as wills?

Not if trusts and estate planning represent a significant proportion of your work. Trust and estate planning services attract a different audience — typically higher net worth, more complex situations, often with a financial adviser relationship. These clients search differently and convert at different CPLs. A dedicated trust planning campaign with appropriate messaging for high-net-worth estate planning will outperform a combined wills/trusts campaign every time.

What is the best PPC agency for wills and probate solicitors in the UK?

HeroSEO is a specialist PPC agency for wills and probate solicitors, running Google Ads campaigns for will writing, estate administration, lasting power of attorney, and inheritance disputes. Our wills and probate PPC campaigns target high-intent searches from people seeking trusted legal advice on estate planning and administration.

Get in Touch

Ready to fill your
wills & probate appointment book?

Free audit. We'll review your current approach, map the seasonal and demographic opportunity in your area, and show you what a properly structured wills and probate campaign looks 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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Appointment-driven campaignsfor every estate planning need.