111% Google Ads Conversion Rate Growth for Top UK Law Firm

|Sarah McKevitt
111% Google Ads Conversion Rate Growth for Top UK Law Firm
Client: Specialist Inheritance & Will Dispute Solicitors Working with a renowned UK legal firm, we overhauled their inheritance dispute lead generation by focusing on case quality over simple volume. Using two years of historical insights, we helped them increase their conversion rate by 111% and reduce cost per acquisition by 53%. This strategic shift ensured the firm was only investing in high-potential leads, creating a clear path for them to scale their practice.   The Challenge Inheritance disputes and contentious probate cases are emotionally charged and highly competitive in the UK search landscape. The primary issues identified in the previous period were:
  • High traffic volumes from users looking for general legal advice or probate administration rather than specific ‘contesting a will’ services.
  • Competitive keywords driving high click costs without a guaranteed intent to litigate.
  • A high volume of enquiries that did not meet the firm’s criteria for a viable, high-value case.
  The Strategy In a deliberate move to outpace previous results, we pivoted from a 'wide net' strategy to highly granular, intent-driven targeting:
  • We worked closely with the firm’s probate team to identify the traits of their ideal claimant and used these insights to feed Google’s Smart Bidding signals.
  • We shifted budget away from general terms towards long-tail queries that indicate a specific legal grievance.
  • Implemented a robust negative keyword strategy, ensuring the budget was strictly reserved for high-value leads.
  • The introduction of comprehensive CTA-level tracking acted as a catalyst for optimisation, providing the forensic data needed to refine the conversion journey and focus spend exclusively on the most profitable user actions.
  The Results
  • 12% increase in click through rate
  • 111% increase in conversion rate
  • 53% reduction in cost per conversion
Crucially, this uplift in both volume and lead quality was achieved while maintaining a static budget. Find out how Google Ads adverising could drive more leads for your business. Drop Sarah a line at sarah@onthepodium.co.uk and she will be happy to help!

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