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Google Ads For Attorney

PPC Case Study: Stone & Vale Solicitors – Manchester, UK

Industry: Legal Services (Family & Employment Law)
Location: Manchester, United Kingdom
Service Provided: Google Ads (Search Campaigns + Call Extensions)
Campaign Duration: 45 days
Monthly Ad Spend: £1,800

Goals:

Increase consultation bookings for family law (divorce, custody) and employment law (unfair dismissal, redundancy)

Target highly localized searches with intent to hire

Maintain CPL under £45

Capture leads via both form fills and phone calls

Strategy & Execution:

1. Search Intent Targeting

Focused on high-intent, long-tail keywords like:

  • “divorce solicitor Manchester”
  • “redundancy legal advice UK”
  • “child custody lawyer near me”

Used exact and phrase match for better budget control

2. Geo Targeting

  • Radius targeting within 15 miles of Manchester city center
  • Excluded low-converting neighbouring cities

3. Conversion Tracking

Google Tag Manager set up for:

  • Button clicks
  • Phone call clicks (mobile)
  • Form submissions

4. Ad Copy Optimization

Focused on urgency and trust signals: “Free First Consultation”, “Rated 4.8★ on Google”

Added ad extensions:

  • Sitelinks: “Book a Call”, “Family Law Experts”, “Client Reviews”
  • Callouts: “30+ Years Experience”, “Affordable Legal Advice”
  • Call Extension: Direct click-to-call feature for mobile

5. Conversion-Focused Landing Pages

Separate landing pages for family law and employment law

Included:

  • Client reviews & trust badges
  • Appointment scheduler
  • FAQs for legal clarity

Key Learnings:

Ads highlighting “free consultations” drove more clicks from cold prospects.
Segmenting campaigns by legal service category improved lead relevance.
Click-to-call extensions performed especially well on mobile (57% of total conversions).

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