Wrong campaign type
The account was running the wrong campaign structure for high-intent legal search. Budget was spread across terms that looked relevant but never converted.
Case study · UK probate solicitor
A firm that had written off Google Ads. £3,000 billed in month one.
A London probate firm, SRA-regulated, roughly forty years in practice, had tried paid ads for months and given up convinced Google Ads didn't work for them. On the free trial, the rebuilt system billed its first paid matter inside the first month.
Where they started.
Paid ads, months of spend, no profit. They’d concluded the channel was the problem.
It wasn’t the channel. It was three fixable things, sitting on top of each other.
Budget stretched thin
Spend was spread so wide that no single keyword ever got enough budget to learn. Google never had the signal it needed to find the right prospects.
A landing page barely converting
Clicks arrived on a page that wasn't built to convert distressed, high-intent probate traffic. People landed, hesitated, and left.
What we changed.
We didn’t turn the ads back on. We rebuilt the whole path from click to closed matter.
Rebuilt the campaign for high-intent search only
Cut the wasted terms, tightened the ad groups, and pointed budget at the searches that signal someone needs a probate solicitor now, not someone idly researching inheritance tax.
Wrote a landing page for distressed, high-intent traffic
A page written for someone who has just lost a family member and needs to know someone competent will pick up the weight, not a generic template. Empathy first, competence close behind.
Replaced friction with a callback request
Stripped the long form and payment wall down to a name and a phone number. The promise: share your details and someone qualified will call you. Lower friction, higher intent.
Put a follow-up behind the form
An automated callback reaches new leads fast, warms them, and hands a briefed prospect to the solicitor. Most leads die in the silence between form-fill and first reply. This one closed it.
Wired up tracking that tells the truth
Conversion tracking set up properly, so when a lead becomes a paying matter that result goes back to Google and its bidding learns what a real client looks like, not just someone who filled in a form.
The result.
First paid matter, month one.
£3,000
billed in the first thirty days, 3x back on their ad spend in month one.
Months of spend, no profit
Convinced Google Ads didn’t work for them. Wrong campaign type, budget stretched thin, a landing page barely converting.
A paying matter, month one
The first paid probate matter through the rebuilt funnel, inside the first thirty days of the free trial.
One founding client’s first month, shown because it’s real, not because it’s a promise. New campaigns go through a learning period and results vary by firm, industry, and budget. We’re not promising the same number. We’re offering to carry the risk of finding out what yours could be.
Want to know if paid search is worth it for you?
The free two-minute validation gives you a straight read on whether paid search is worth it for you, on your own numbers, the same kind of diagnosis that started this rebuild.
Already decided? Apply for the free trial