Turn Google Ads Into A Reliable, Profitable Source Of New Clients
Whether you’re already running Pay Per Click or ready to start, discover the exact changes that take a law firm’s Google Ads campaign from a 3:1 return up to as much as 30:1 — from the specialist who manages around £2 million in annual ad spend for solicitors.
Google Ads for law firms since 2004
No long-term contracts
Google Ads Specialist Since 2004
Sound Familiar?
I currently manage around £2 million in annual ad spend across a wide range of legal services, and I see the same three problems crop up time and again for law firms already running Pay Per Click campaigns:
- ✕Wasted spend on the wrong keywords.
- ✕Weak landing pages given no attention by the current Google Ads agency.
- ✕Too much reliance on Google’s automated bidding strategies — which help Google’s turnover more than yours.
Click below and let me show you how to fix a leaking PPC spend, and the tweaks that deliver more clients for the same — or less — budget.
Why Take PPC Advice From Me?
I’m Nick Jervis — a solicitor (non-practising) who qualified in 1999 (taking the slower ILEX route whilst working full time) and practised law for 14 years in total before turning my full attention to marketing for law firms in 2003. I’m the author of the Amazon best-seller The Law Firm Growth Formula, and Pay Per Click advertising is one of the four “marketing arteries” at the heart of that book.
Today I manage Google Ads campaigns representing around £2 million of annual spend for law firms across the UK, covering everything from conveyancing and family law to personal injury and commercial disputes. I never tie clients into long-term contracts — within three months you’ll know if your campaign is working.
Marketing law firms since 2003
Author, The Law Firm Growth Formula
Two Ways I Can Help You Right Now
Depending on where you are today, pick whichever path fits — both are completely free, with no obligation.
Download The Free PPC For Law Firms Guide
See exactly what a PPC campaign can do for your firm, and get the link to book a call where I’ll walk through Return on Investment calculations for your practice.
- What to expect a well-run campaign to deliver
- ROI calculations for your own practice area
- The link to book your review call, included free
Book A Free Google Ads Optimisation Review
I’ve never looked at a law firm’s Ads campaign and found fewer than a dozen areas for improvement. On a live call, I’ll review your campaign and show you exactly where it’s costing you money and missed enquiries.
Real Law Firms. Real Google Ads Results.
This is what happens when a law firm’s PPC campaign gets the attention it deserves:
“When I started receiving Nick’s advice on pay per click advertising, I followed some of it — with a considerable degree of success — but didn’t think it was necessary to follow it all. Well, not for the first time, I have had to eat my words. In the last year or so I have mended my ways and now follow Nick’s advice to the letter. Nick has halved my costs but also allowed me to receive 50% more clicks! That’s what I call a result — well done Nick!”
“We did have a company working on our Ads and website, but the truth is they weren’t getting the results we needed — we only had a handful of clients coming in. Then I came across one of Nick’s books, got in touch, and the rest is history. Ads is hugely challenging in our sector, with big players bidding on the most common keywords, and I didn’t know how Nick was going to make it work. But he did, by analysing closely what people were looking for and tailoring our Ads towards them. We jumped from a handful of leads a month to 500 leads and 150 clients, every single month.”
“A good website means nothing unless people see it, and that’s why we turned to Nick to run our Google Ads, which quickly became a primary source of leads. Since we’ve been working with Nick we’ve grown quickly — back in 2013 it was just myself and my wife, part-time. Now I’ve got eight staff and two offices, and we’ve never been busier. 2015-2016 saw us get 800 good quality leads in employment law, and that figure more than doubled the following year.”
“Nick has for a long time now been the go-to Legal Marketing Expert offering game-changing advice in a no-nonsense way.”
“Nick’s advice has helped me manage and improve the marketing of my business. Happy to recommend his services.”
“Excellent consultation, very practical and straightforward planning, positively reimagining a small law firm’s prospects.”
“Less than a year ago I asked Nick to help me grow our practice by making the telephone ring. He’s certainly done that and much more.”
What ROI Should You Expect From Your Google Ads Spend?
Slide the toggles below to see what kind of return you could expect. I’ve set the default to 300 clicks, as that’s the volume I aim for to achieve a good, consistent level of enquiries.
Why PPC Is So Effective At Winning New Clients For Solicitors
Google Ads only presents your advertisement to people who have already shown they’re looking for a solicitor — by typing something like “conveyancing solicitor Manchester” into Google. Unlike a newspaper ad, TV spot or social media post, there’s no need to interrupt someone who isn’t in the market for your services. This is pure attraction marketing, and you only pay when someone actually clicks through to your website.
Picture a prospect — let’s call her Mrs Minogue — searching for a conveyancing solicitor. She clicks two of the top ads and requests quotes. The firm that calls her back within the hour, asks about her move, and follows up properly wins the instruction. The other firm, which simply emails a price with no follow-up, doesn’t. This happens every single day with Google Ads — the only question is whether it’s your firm winning that instruction, or a competitor’s.
From No Website Enquiries To A Full Caseload
One solicitor was generating no work at all from their website. Within one month of working together, they were generating as much of their favourite type of work as they could handle — and could finally stop taking on the work they’d never enjoyed.
A Brand New Department, Built From Scratch
Another firm wanted to enter a new niche legal market. With a new section of their website and a Google Ads campaign behind it, that brand-new department had grown to five fee earners within three years.
Frequently Asked Questions
What is the primary benefit of using PPC advertising for a law firm?
PPC (Pay Per Click, or Google Ads) is one of the best forms of marketing for solicitors in terms of return on investment. It’s also very easy to measure — you can instantly see how many new instructions your spend is winning.
What kind of ROI should a law firm expect from Google Ads?
My starting point with clients is a 3:1 return on investment as quickly as possible. Many clients go on to pass 10:1, and some reach as high as 30:1 over time.
How much should a law firm spend on Google Ads?
Law firms typically spend between £300 and £3,500 per month, depending on how many services they’re advertising, their specific goals, and their type of practice.
Can smaller firms compete with big players in PPC?
Yes. Smaller firms can compete with much bigger budgets by focusing on niche markets, tight targeting, and well-optimised campaigns and offers rather than trying to outspend the competition.
What mistakes do law firms commonly make with Google Ads?
Not using it at all is the biggest one. After that, the next most common mistake is using it without properly optimising it — wasted spend, weak landing pages and over-reliance on Google’s automated bidding are the usual culprits.
What’s the first step if I want to use PPC for my law firm?
Download the free guide above, or call me on 0117 290 8555, email info@samsonconsulting.co.uk, or complete a Free Online Enquiry. There’s no cost or obligation — we’ll talk about where you are now, where you’d like to be, and how to get there quickly.
Ready To Stop Wasting Ad Spend?
Whether you’re already running Ads and want more from your budget, or you’re new to Google Ads and want to start with confidence, there’s a free next step for you below.
Prefer to talk first? Call 0117 290 8555 and I’ll be in touch.