Case study Results / Legal · National firm
891 legal enquiries in a year, at £65 each.
A national UK law firm whose Google Ads account we have run since 2019, across more than half a million pounds of spend. In the twelve months to July 2026 it produced 614 completed enquiry forms and 277 calls placed straight from the ads, on £58,210. Legal is one of the most expensive auctions in search, and this is what sustained management in it looks like.
614 forms · 277 calls · £65.33 each · £564,934 managed since 2019
One of thirteen case studies, published from more than a hundred accounts since 2021. We publish the ones we can put a source against. See all thirteen →
01 The numbers
Seven years, not seven months.
Legal clicks are among the most expensive Google sells, and the firms that do well are rarely the ones who found a clever trick. They are the ones who stayed in the auction long enough to learn it, with someone watching the search terms every week. Over half a million pounds has gone through this account and it is still producing enquiries.
The account also records click-to-call taps, directions requests and page views. None of them are counted in the figure above. A tap on a phone number is not a conversation, and a firm that budgets as though it were will overspend for years.
02 What we did
What we did
Put call tracking in, because legal enquiries arrive by phone. Forms are the minority of contact in this sector. Call tracking ties a real conversation back to the search that caused it, which is the only way to know which practice areas the budget should follow.
Bid by intent tier, not by keyword list. Someone searching for a solicitor to instruct today and someone reading about their rights are worth very different amounts. Treating them the same is how legal budgets disappear.
Ran geography against where instructions actually come from. Not a radius on a map. A national firm has natural catchments and dead zones, and the account should reflect the real ones.
Watched the search terms weekly, for seven years. At these click prices a single unwanted theme left running for a month is a meaningful amount of money. This is unglamorous and it is most of the job.
Kept the counting honest, even when it made the report look worse. It would be easy to add click-to-call taps and page engagements to the total and show the partners a much bigger number. Several thousand more, in fact. We report the enquiries the firm can actually ring back.
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