Law firm paid campaigns stay within Bar Council limits by keeping ad copy informational rather than solicitous, focused on general practice-area searches. Google Search carries the lowest compliance risk of available paid channels, measured against cost per qualified inquiry.
What's included?
- Compliant ad copy review before launch, avoiding solicitation language
- Google Search campaigns for informational, practice-area queries
- Landing pages matching ad claims exactly, avoiding disclosure mismatches
Legal clicks are expensive, so waste hurts
Legal keywords are among the most expensive in paid search, especially in areas like personal injury, immigration and family law. That makes two things essential: tight targeting so you only pay for people who need your service in your area, and compliant copy that platforms and regulators will not pull.
How we keep campaigns compliant
- Ad copy stays factual and avoids guaranteed outcomes or unverifiable "best lawyer" claims
- In England and Wales, landing pages carry the price and service information the SRA Transparency Rules require for relevant services (Solicitors Regulation Authority)
- In India, where Bar Council of India rules restrict solicitation by advocates, we keep campaigns informational or run them for firms and services where advertising is permitted
- Google's legal services policies and any certification requirements are checked before launch
Where the money goes
| Campaign | Purpose | Measured by |
|---|---|---|
| Practice-area search | Capture people actively looking for help | Cost per qualified enquiry |
| Brand search | Stop competitors and directories taking your name | Impression share, cost per call |
| Local Services Ads | Pay-per-lead listings where available | Cost per booked consultation |
| Retargeting | Remind visitors who read a guide but did not call | Assisted enquiries |
Answer the phone. It sounds basic, but missed calls are the biggest single waste we find in legal ad accounts. Call tracking and a simple out-of-hours process often improve cost per enquiry more than any bid change.
What we report
Qualified enquiries, consultations booked and, where your case management system allows, matters signed and fees billed by campaign. Pair this with law firm SEO to lower cost per matter over time.