Google Ads for professional services firms
What we run
Search campaigns
Ads shown when someone searches for the work you do, in the towns you serve. This is where most firms should spend first.
Your firm’s name
Ads on searches for your own name, so a competitor bidding on it does not take the click.
Remarketing
Ads for people who have already visited your site, where Google’s rules allow it. Few clients choose a firm on their first visit.
Performance Max
Google’s automated campaigns across Search, YouTube, Maps and its other sites. We use them only where the tracking shows they bring real enquiries.
Display and YouTube
Image and video ads on websites, apps and YouTube. Mostly used to stay in front of people who have already visited your site.
We are based in Bristol and run Google Ads for firms across the UK, plus Microsoft Ads where your clients use Bing. Google Ads bring enquiries within weeks while SEO builds over months, so many firms run both. Ads on Facebook, Instagram and LinkedIn are on our paid social page, and agencies that want us to run ads for their clients can see our partners page.
How we measure it
- Every call and form tracked
- Each call and form enquiry is tied to the search and the ad that produced it.
- Cost per enquiry
- We report what each enquiry cost, rather than how many clicks you bought.
- Enquiry to instruction
- Where you share the data, we match enquiries to the instructions that followed, so you can see which searches pay for themselves.
What it costs
There are two parts. Your ad spend is paid to Google from your firm’s own account, and you set the budget. Our management fee is a fixed monthly amount agreed before work starts, plus VAT, so it does not rise when your budget does.
There is no long contract. It runs month to month with 30 days’ notice, and the free review gives you the figure for your account.
You own the account
The Google Ads account is set up in your firm’s name and paid for with your card. We work in it with access you grant and can remove at any time. If you leave, the campaigns, history and tracking stay with you.
Why Google Ads for law firms and advisers is different
- Clicks are expensive
- Searches for solicitors, accountants and advisers often cost more per click than most sectors, so every wasted click hurts. We keep out searches that will never become clients.
- Decisions take time
- People compare a few firms and come back later. Ads and pages have to work on the second visit as well as the first.
- Clients ring
- Many clients call rather than fill in a form, so we count calls as enquiries.
- The landing page matters
- Ads only pay if the page they lead to turns visits into enquiries, so we check that page as part of our conversion work. Conversion rate optimisation
Ads in regulated sectors
- Law firms
- Solicitors must make sure their publicity is accurate and not misleading, and must publish prices for services such as residential conveyancing and uncontested probate. Any fee in an ad should match the prices on your site.
- Accountants
- We avoid claims such as “the best” or “the largest” unless you can prove them, and keep every claim to what your practice can support.
- Financial advisers
- Financial promotions are regulated by the FCA, and Google requires UK financial services advertisers to be verified before their ads run. The application has to come from your firm, and we prepare what Google asks for.
We draft every ad and your firm approves it before it runs. We do not give legal or compliance advice, so your compliance officer has the final say. For more on marketing a law firm within the SRA’s rules, see law firm SEO.
How we work
Review the account
We look at what you run now, what each enquiry costs and where money is wasted. If you have no account, we start with the searches that matter.
Build the campaigns
Campaigns built around the work you want more of, in the areas you serve, with searches you do not want kept out.
Set up tracking
Call and form tracking set up and tested before any money is spent.
Launch and improve
We check the searches, ads, bids and budget every week.
Report each month
Enquiries, cost per enquiry and what we are changing next, in plain English.
What to watch for when hiring a PPC agency
- A fee that is a percentage of your ad spend with no cap.
- An account the agency owns, so you lose its history when you leave.
- Reports full of clicks and impressions with no enquiries in them.
- Ads that go live without your approval, in a sector where wording is regulated.
- Long minimum contracts before you have seen what the ads bring in.
Before you sign, ask who will own the account and what the monthly report will show.
Questions firms ask before booking
How much does a Google Ads agency cost?
There are two parts. Your ad spend goes to Google from your own account, and our management fee is a fixed monthly amount agreed before work starts, plus VAT.
Is £10 a day enough for Google Ads?
It can be enough to start in a quiet market. Searches for professional services are often expensive, though, so a small budget may buy only a few clicks a day. We tell you what your budget is likely to buy before you commit.
How much should I spend on ads each month?
It depends on what an enquiry is worth to your firm and how competitive your searches are. We work it out with you in the free review, and you set the budget.
How long before we get enquiries?
Ads can start bringing enquiries within weeks of going live, once tracking is in place. SEO usually takes months, which is why many firms run both.
Do we own the account and the data?
Yes. The Google Ads account is in your firm’s name, and its history stays with you whoever manages it.
Is there a minimum contract?
No. Our Google Ads management runs month to month, and you can stop with 30 days’ notice.
Do you work with our SEO agency, or do SEO and Google Ads together?
Both. We can run ads alongside another agency’s SEO, or run SEO and Google Ads together so the numbers sit in one report.
What will I see in the monthly report?
The calls, emails and form enquiries the ads produced, what each one cost, and what we are changing next.
Find out what your ads should be bringing in
Book a free 20-minute review. We look at your searches, your competitors and your current account, and tell you what we would do first. No obligation.
Prefer to talk now? Ring 07779 238876