How a West Midlands solicitors practice won 187 qualified leads at £67 each

The challenge

This established practice had relied on referrals and local reputation for over 15 years. New enquiries were steady but unpredictable: some months were strong, others quiet. The partners wanted a consistent pipeline of conveyancing, family law and employment law enquiries without the feast and famine.

They had tried Google Ads themselves for three months and spent £4,000 with very few leads to show for it. The campaigns targeted broad keywords, sent traffic to no dedicated landing pages, and there was no follow-up for the leads that did come in.

What we did

1. Three separate Google Ads campaigns for conveyancing, family law and employment law, each with its own keywords, ads and landing page.
2. A dedicated landing page for each service, with clear calls to action and the trust signals clients look for: SRA regulated, 15+ years of experience, a local team.
3. Instant automated replies: every form submission received a confirmation email and text within 30 seconds.
4. A five-email nurture sequence over ten days for leads who did not book straight away, answering common concerns.
5. Call tracking, so phone enquiries were credited to the campaign that produced them.