Services / Google Ads

Google Ads management for UK law firms.

Build your law firm’s paid search campaigns around the services you want to promote, the landing pages they need and the enquiries worth measuring.

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A focused pool of warm light illuminating one burgundy doorway in a limestone arcade. — RankMyFirm / Services / Google Ads

Set the economics before the campaign.

A click is not an enquiry, and an enquiry is not an accepted instruction. Before launching, establish what makes a lead suitable, which services the firm can take on and how the intake team will report the outcome.

This matters when several practice areas share a budget. A campaign generating many unsuitable enquiries can appear successful if the only recorded conversion is a form submission.

Deciding who should manage the account? Compare in-house, agency and shared Google Ads management before agreeing the delivery scope.

Match the search, message and destination.

Campaign structure

Organise the agreed services and locations so budgets and results can be assessed separately. Review keyword match behaviour and irrelevant searches.

Ad copy and assets

Write specific, supportable messages based on the service offered. Your firm approves professional claims, fee statements and availability before use.

Landing-page alignment

Send visitors to a relevant page that explains the service, fit, scope and next step. Identify where content or development work is needed before traffic is purchased.

Measurement and review

Define conversions, check tracking behaviour and examine available enquiry outcomes. Report media costs and management fees separately.

Know what happens inside the management scope.

Stage	Work to agree	What you can review
Starting review	Review the existing account, priority services, budgets and available measurement.	A starting position and a list of issues or decisions to resolve.
Campaign changes	Prepare the agreed targeting, ads and landing-page recommendations.	The proposed changes, firm approvals and a record of implementation.
Enquiry review	Compare recorded campaign actions with intake outcomes where available.	Definitions, costs and a clear account of the evidence available.
Next priorities	Recommend changes based on the campaign and enquiry review.	An explanation of what should change, why and who approves it.

Build a useful conversion record.

Measure	What to record
Contact intent	A click on a phone, email or booking link; not evidence that an enquiry was received.
Received enquiry	A received message, submitted enquiry or connected call recorded through an agreed process, with duplicates and spam separated where supported.
Qualified enquiry	An intake-reviewed enquiry that fits the firm’s agreed service and geographic criteria.
Instruction	A matter accepted by the firm, recorded through an agreed operational process.
Commercial cost	The relevant campaign costs divided by the same defined outcome, over a consistent period.

Keep policy and landing-page scope visible.

Legal campaigns can involve sensitive subjects. Google’s personalised advertising restrictions need to be considered for the specific service and targeting method. Your firm’s publicity obligations apply to the claims in the ads and destination pages.

The proposal confirms account access, media budget, management work, landing-page changes and reporting. If you are choosing between channels, start with the Google Ads versus SEO guide.

Media spend is separate from management fees. The proposal identifies any landing-page development, measurement tools and internal approval responsibilities. If your in-house marketer remains involved, use the Google Ads delivery-model guide to agree who owns each task.

Before you decide

Your questions, answered.

Are advertising costs included in your fee?

Media spend is separate from management fees. The proposal also identifies any landing-page development, call tracking or third-party tools required for the agreed scope.

Can you guarantee a cost per lead?

No. Competition, targeting, landing pages and enquiry quality affect costs. We define useful measures and review actual results instead of promising a universal lead price.

Can you manage an existing account?

Yes. We review its structure, access, tracking and historical data before proposing changes. The account’s existing evidence informs the initial priorities.

Sources & further reading

Primary references checked on 6 September 2026.

Build a clearer
paid-search brief.

Bring your priority services, current account questions and how your team records enquiries. We’ll discuss the management scope in a free 30-minute strategy call.