Cost of Google Ads for Law Firms UK

Discover the cost of Google Ads for UK law firms, with benchmarks, budgeting guidance and strategies to optimise spend.

At Lillian Purge, we specialise in SEO for Solicitors. This guide details the cost of Google Ads for law firms in the UK.

For law firms competing in today’s digital landscape, Google Ads has become one of the most effective ways to reach potential clients at the moment they’re searching for legal help. But with competition for key terms like “divorce solicitor” or “personal injury lawyer” so intense, many firms wonder how much running Google Ads actually costs and whether it delivers a worthwhile return on investment.

This article breaks down the cost of Google Ads for law firms in the UK, what influences those costs, and how to make campaigns as efficient as possible.

How Google Ads Works for Law Firms

Google Ads operates on a pay-per-click (PPC) model. You bid on keywords relevant to your legal services, and you pay only when someone clicks your ad. The amount you pay per click depends on factors such as keyword competition, your location, and how relevant your ad and landing page are to the search.

For solicitors, these clicks can be expensive because the legal sector is one of the most competitive industries in online advertising. However, it also offers some of the highest potential returns, as a single new client can generate significant revenue for your firm.

Typical Google Ads Costs for UK Law Firms

The cost of Google Ads varies by legal sector and location. On average, UK law firms can expect the following ranges:

  • General legal services: £2 to £6 per click

  • Family and divorce law: £4 to £10 per click

  • Conveyancing: £3 to £8 per click

  • Employment law: £3 to £7 per click

  • Personal injury claims: £8 to £25 per click

  • Criminal defence or immigration: £2 to £6 per click

For highly competitive cities such as London, Manchester, and Birmingham, these figures can rise significantly, particularly for high-intent search terms like “no win no fee solicitor” or “child custody lawyer near me.”

In total, most small to mid-sized UK law firms spend between £1,000 and £5,000 per month on Google Ads, while larger firms with multiple practice areas may allocate £10,000 or more each month.

What Affects the Cost of Google Ads for Law Firms

Several factors determine how much you’ll pay per click and per conversion.

Keyword Competition

Legal keywords are among the most expensive in Google Ads because they attract businesses willing to pay more for quality leads. The more firms bidding on a keyword, the higher the price.

Location Targeting

Costs differ by geography. Ads targeting central London, for example, are far more expensive than those focused on smaller towns or rural areas. Adjusting your location targeting can have a big impact on cost efficiency.

Ad Quality Score

Google rewards well-written, relevant ads with lower costs per click. A high Quality Score (based on click-through rate, ad relevance, and landing page experience) can reduce costs and improve visibility.

Time of Day and Device

Ads displayed during peak search hours or on mobile devices can cost more. Monitoring when your audience converts best helps optimise your bidding strategy.

Type of Campaign

Search campaigns tend to be more expensive than display or remarketing campaigns, but they also drive higher-intent traffic. Balancing campaign types can help control overall spend.

The Importance of Conversion Rate

Paying for clicks only makes sense if those clicks turn into enquiries or consultations. Conversion rate optimisation is essential for ensuring that every pound spent on Google Ads delivers measurable value.

For most law firms, the average conversion rate from Google Ads is between 5% and 10%, though top-performing campaigns can reach 15% or higher. To achieve this, your landing pages should:

  • Provide clear calls to action such as “Book a Consultation” or “Get Legal Advice Today.”

  • Be mobile-friendly and load quickly.

  • Include testimonials, accreditations, or trust badges.

  • Focus on a single area of law per page.

How to Manage Google Ads Costs Effectively

Start with a Targeted Strategy

Avoid bidding on overly broad keywords such as “lawyer” or “solicitor.” Instead, focus on specific, high-intent terms like “property solicitor in Milton Keynes” or “employment law advice for businesses.” This reduces wasted clicks from people who aren’t ready to hire.

Use Negative Keywords

Negative keywords prevent your ads from showing for irrelevant searches. For example, if you don’t offer legal aid, adding “legal aid” as a negative keyword stops your ads from appearing for those searches.

Set Realistic Budgets and Bids

Start with a manageable monthly budget and adjust based on performance. Test campaigns across different practice areas to see which deliver the best return on investment.

Track Every Lead

Use call tracking, form analytics, and conversion tags to identify which keywords and ads generate actual enquiries. This allows you to focus spending where it has the most impact.

Combine SEO and PPC

Google Ads can generate quick results, while SEO builds long-term visibility. Running both together helps reduce dependence on paid clicks over time and improves your overall cost efficiency.

Common Mistakes Law Firms Make with Google Ads

  • Not tracking conversions properly, leading to wasted spend.

  • Using generic ad copy that doesn’t match user intent.

  • Sending traffic to the homepage instead of a focused landing page.

  • Ignoring mobile performance and losing potential leads.

  • Setting campaigns without professional management or review.

Avoiding these pitfalls ensures that your advertising budget is spent strategically and delivers measurable growth.

Is Google Ads Worth It for Law Firms?

Yes—when managed correctly. While costs are high, the potential return is even higher. A single successful case can easily offset a month’s advertising spend. Google Ads also provides valuable data about what clients are searching for, which can inform your SEO and content strategy.

For law firms looking to scale quickly or dominate local markets, Google Ads remains one of the most effective digital marketing tools available.

Expert Advice from Lillian Purge

  1. Start small, scale smart. Test campaigns in one or two practice areas before expanding.

  2. Focus on intent. Target clients ready to take action rather than broad awareness searches.

  3. Optimise constantly. Review keywords, ad copy, and landing pages regularly.

  4. Combine with SEO. Organic visibility and paid ads work best together.

  5. Work with specialists. Managing legal-sector Google Ads requires experience and compliance awareness.

Google Ads can be a powerful driver of client growth for UK law firms, but success depends on precision, analysis, and continuous improvement. When combined with a strong SEO strategy, it becomes a reliable, scalable channel for attracting clients who are actively seeking legal help.

You may also be interested in Why landing pages are critical for solicitor PPC campaigns and Targeting local audiences with Facebook Ads for solicitors, alongside the Solicitors Hub.