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UK legal services firm: qualified enquiries up 94% at 3.8x return on ad spend, with paid search no longer carrying the whole funnel

A UK law firm needed more of the enquiries it wanted to take on. We split Google Ads by service line and region, ran call and web campaigns together under strict negative-keyword hygiene, rebuilt the service pages with trust content and shorter enquiry forms, and grew first-page rankings so paid spend stopped carrying the whole funnel. Qualified enquiries rose 94%.

UK legal services firm case study: +94% qualified legal enquiries at 3.8x return on ad spend

At a glance

+94%
Qualified legal enquiries
3.8x
Return on ad spend
−28%
Cost per lead, at higher lead quality
3.4% → 6.3%
Landing page conversion rate

UK legal services firm · Professional services: employment, immigration and business law. The client is not named. Source: Google Ads, call and web campaigns by region with phone-call volume, 1–31 January 2026. Period: The Google Ads evidence covers January 2026; the engagement's full span is not stated.

Google AdsRegional campaignsCall trackingNegative keywordsService-page CROLocal SEO

Starting point

Landing pages converted at 3.4%. Legal search is full of low-intent research traffic, and the value of an enquiry varies by practice area and location, so one undifferentiated campaign spent on the enquiries the firm least wanted.

Phone calls and web forms were measured separately, and the service pages lacked the trust content a prospective client needs before making contact.

What we did

  • Split Google Ads campaigns by service line and region, with separate campaigns for the M25, central London and Windsor, upper London and after-6pm enquiries, so budget followed the work the firm wanted to accept.
  • Ran call and web campaigns together with strict negative-keyword hygiene, filtering research-led searches before they cost a click.
  • Rebuilt the service pages with stronger trust content and streamlined enquiry forms, cutting bounce rate 24%.
  • Expanded first-page visibility across the legal service pages with local SEO, so paid search no longer carried the entire funnel.

Results

  • Qualified legal enquiries up 94%, at 3.8x return on ad spend.
  • Cost per lead down 28% while lead quality improved.
  • Landing page conversion up from 3.4% to 6.3%, and bounce rate down 24%.
  • In January 2026 the five campaigns shown took 654 phone calls on about £31,000 of spend; the largest, the M25 call-and-web campaign, converted 39.9% of its 2,800 clicks at £13.44 per conversion.

What moved

654
Phone calls across the five campaigns shown, January 2026
39.9%
Conversion rate on the M25 call-and-web campaign, the largest
£13.44
Cost per conversion on that campaign
−24%
Bounce rate on the rebuilt service pages

What this study does not show

  • The nationwide campaign converted 17.9% of clicks against 35–43% for the regional ones, and the M25 campaign lost 29% of eligible impressions to budget: there was more qualified demand than the budget could buy.
  • The January 2026 screenshot is one month; the headline percentages compare against a baseline period the brief does not date, and the client is not named.

Evidence

Every figure on this page is transcribed from the engagement brief, which is linked below. Where the brief includes a platform screenshot, the section above says what it shows and for which period; where it does not, the study says so. The client is not named, so the figures cannot be checked against a public property.

Download the engagement brief (PDF)

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