Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM for Employment Law
Google Ads for Employment Solicitors in the UK
A company that received a claim form this morning is comparing firms this afternoon. Google Ads puts your firm in front of that HR director the moment they search, and keeps your spend away from the employee on the other side.
For employer-side employment firms in the UK that want paid search to bring employer enquiries now, with employee searches excluded from the start.
Why employment solicitor ads waste money without intent splitting
Context from how your customers search, compare and book.
Employment solicitor is one of the most contested search terms in legal, and most of the people typing it are employees. A campaign built on the broad term pays for clicks from individuals who were dismissed, underpaid or passed over, none of whom will instruct an employer-side firm. The employer searches are narrower and cheaper to qualify: employment defence solicitor with a city or an industry attached, tribunal defence solicitor, wage claim defence solicitor, executive exit solicitor.
The landing page matters as much as the keyword. An ad for tribunal defence that lands on a homepage with solicitor profiles and an unfair dismissal link sends the HR director straight back to the results. Each employer campaign gets its own page that says the firm acts for employers, names the kind of matter, explains how the firm bills in GBP and ends with a short form that asks for the company, the issue and the deadline.
We report cost per qualified employer enquiry, not cost per click. An enquiry counts when it names a company, an issue and a deadline, and the owner can see which search and which ad produced it. We do not quote a cost per click for employment law keywords and we do not promise a number of matters.
Who this paid search suits
groups Customer segments
- person Firms with a plain employer page and no traffic that want enquiries within weeks rather than months
- person Firms whose current campaign is paying for unfair dismissal and no win no fee clicks
- person Boutiques with a strong executive exit practice that want enquiries from boards and founders
- person Firms opening a second office from London and Manchester to Birmingham, Leeds and Glasgow that need demand before referrals arrive
psychology What drives their decision
- check_circle Employer campaigns with their own budgets by kind of claim and kind of agreement
- check_circle Exclusion lists for sacked, unfair dismissal, no win no fee, my employer, my boss and free consultation
- check_circle Landing pages that say the firm acts for employers and explain how it bills in GBP
- check_circle A report that shows cost per qualified employer enquiry by search and by ad
How we deliver SEM
A clear, repeatable process built around how employment law customers search and decide.
1
Account and search term audit
We read the existing search terms report line by line, mark every employee search the campaign has paid for, check the conversion actions against real enquiries, and review every ad for a claim the firm cannot support.
2
Campaign structure by intent
Separate employer campaigns for tribunal defence, wage claim defence and executive exits, each with its own budget in GBP and its own landing page, and a shared exclusion list that keeps employee searches out of all of them.
3
Ads the owner approves
Ads that say the firm acts for employers, name the kind of matter and the city, and promise nothing about a result. Every headline and description is approved by the owner before it runs, because the SRA rule that publicity must be accurate and not misleading applies to ads as much as to the website.
4
Landing pages and intake
One page per campaign with the employer question answered first, the way the firm bills in GBP, the solicitor who will take the call and a short form that asks for the company, the issue and the deadline. Calls and forms are tracked to the search and the ad.
5
Weekly review and monthly report
Search terms are reviewed every week and new employee phrases are added to the exclusions. Budget moves toward the searches and ads that produced qualified employer enquiries. The monthly report shows cost per qualified employer enquiry in GBP by campaign, with no cost per click headline.
query_stats
What Employment Law SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers in the UK
- check_circle Search term audit and exclusion list
- check_circle Employer campaigns by kind of claim and agreement
- check_circle Ads approved by the owner before they run
- check_circle Landing page and intake form per campaign
- check_circle Monthly report on cost per qualified employer enquiry
What you can expect
- verified Spend goes to HR directors, founders and in-house counsel, not to employees with a claim
- verified Each kind of claim and agreement has its own campaign, budget and page
- verified Every ad says the firm acts for employers and promises no result
- verified Employer enquiries arrive tagged with the search and the ad behind them
- verified Cost per qualified employer enquiry is reported each month
Deliverables you receive
inventory_2 Search term audit with every employee search marked
inventory_2 Employer campaigns by kind of claim and kind of agreement, each with its own budget in GBP
inventory_2 A shared exclusion list for employee searches, reviewed every week
inventory_2 Ads approved by the owner with no promised result
inventory_2 A landing page per campaign with a short employer intake form
inventory_2 Monthly report on cost per qualified employer enquiry by campaign
Technical approach
The mechanics behind SEM for employment law, explained plainly.
Conversion tracking
Calls, forms and booked consultations are tracked as separate conversion actions, with employee form submissions excluded from the employer goal. Where the practice management system records client care letter signed, those results are imported so bidding learns from matters rather than clicks.
Location and schedule
Campaigns run in the cities and states where the firm's solicitors are based and actually appear, with no spend where the firm cannot act. Ad schedules follow when HR directors actually search, including the Friday afternoon when a claim form lands.
Match types and exclusions
Phrase and exact match on employer terms, with broad match used only once the exclusion list has matured. Exclusions for sacked, unfair dismissal, no win no fee, my employer, my boss, free consultation and job titles are reviewed every week against the search terms report.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to enquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from Google Ads
Paid search can bring employer enquiries within weeks of launch, usually from companies that already have a claim form or a grievance. The first weeks are about cutting waste, and the following months are about moving budget toward the searches that produce matters.
Days 1 to 14
We audit the account, build the employer campaigns and the exclusion list, write the ads for the owner to approve, and put a tracked landing page behind each campaign. Nothing runs until the owner has approved every ad.
Weeks 3 to 8
Campaigns run, search terms are reviewed every week and the first employer enquiries arrive tagged with their search and ad. We cut the searches that bring employees and move budget toward the ones that bring companies.
Months 3 to 6 and beyond
Budget settles on the kinds of claim and agreement that produce qualified employer enquiries at a cost the owner accepts. We report monthly and we do not promise a number of matters, because companies instruct counsel on their own schedule.
Other Employment Law marketing services
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
Can Google Ads bring employer enquiries quickly? expand_more
Usually within weeks of launch, because companies with a claim form or a grievance are already searching. We do not promise a number of enquiries or matters, and we report what arrived rather than a forecast.
Why not bid on employment solicitor on its own? expand_more
Because most of the people typing it are employees. The broad term pays for clicks from individuals with a claim against an employer, which is the wrong side for an employer-side firm. We bid on employer terms with a kind of claim, an industry, a city or the word employer attached.
Do the solicitors' publicity rules apply to ads? expand_more
Yes. The SRA rule that publicity must be accurate and not misleading applies to every ad, which is why the owner approves every headline and description before it runs and why no ad claims a result. HeyLead holds no practising certificate and gives no legal advice.
What counts as a qualified employer enquiry? expand_more
A call or form that names a company, an issue and a deadline. Employee enquiries, job seekers and vendors are recorded on their own line so the employer number stays honest.
Can you quote a cost per click? expand_more
No. We do not quote a cost per click for employment law keywords. We report cost per qualified employer enquiry in GBP, set after the free audit from your practice areas and your capacity.
Ready to get more from Employment Law SEM?
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