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 Family Law
Google Ads for UK Family Law Firms
Paid search puts your firm in front of people at the moment they ask for help with divorce, children or finances. We build tightly controlled campaigns that keep out free-advice seekers and count qualified enquiries, not clicks.
Budget stays under your control, intake hours drive scheduling, and your principal reviews all advert wording. The firm owns regulatory compliance.
How paid search fits a family practice
Context from how your customers search, compare and book.
Paid search suits family law because intent is often clear. Someone typing a matter type and a place is looking for a firm now. The difficulty is that the same words also attract students, journalists, and people wanting free forms, so unmanaged campaigns waste budget quickly.
Match types decide who sees your advert. Broad matching can spread spend across loosely related queries, while phrase and exact matching keep you close to real matter searches. We start tightly, then widen only where search-term reports show enquiries your fee-earners want to take.
Negative keywords are as important as keywords. We exclude job seekers, trainees, people asking for free templates, do-it-yourself divorce kits, and queries naming nations you do not practise in, so Scottish searches do not reach an England and Wales firm, or the reverse.
Adverts are written plainly, with no promises of outcomes and no pressure. Your principal approves the wording, and your firm remains responsible for advertising compliance with its regulator. We keep to what the firm can substantiate, such as the matters it handles and how to reach a fee-earner.
Who Google Ads suits
groups Customer segments
- person Firms wanting steady enquiries while organic visibility builds
- person Practices launching a new office or a new matter service
- person Boutique firms competing with larger names in one city
- person Firms that see enquiry peaks at certain times of year and want to plan for them
psychology What drives their decision
- check_circle A need for enquiries that begin this month rather than next quarter
- check_circle A wish to control spend by nation, city, and matter type
- check_circle A requirement to count qualified consultations, not clicks
- check_circle A preference for calm, accurate adverts the principal has approved
How we deliver SEM
A clear, repeatable process built around how family law customers search and decide.
1
Account audit and goals
We review any existing account, agree which matters and nations to advertise, and set out the consultation capacity your fee-earners have. Goals are written in enquiries and booked consultations, not impressions.
2
Keyword and match-type plan
We group searches by matter, such as divorce, children arrangements, and financial settlements, and choose match types for each group. Tight control at the start avoids paying to learn which broad terms are wasteful.
3
Negative keyword build
We add an initial list of exclusions covering job seekers, students, free-template searches, and other-nation terms. We then review search-term reports every week and add exclusions as new irrelevant queries appear.
4
Landing pages by matter
Each campaign points to a page for that matter and nation, with the regulator wording, a clear phone number, and a short form asking about children, finances, or both. Visitors are not sent to a generic home page.
5
Scheduling and review
Adverts and call buttons run around your intake hours, with a form and a stated reply time as the fallback. We review results with you monthly, moving spend towards matters and cities that produce qualified consultations.
query_stats
What Family 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 Campaign build and ongoing management
- check_circle Weekly search-term review and negative keywords
- check_circle Landing pages for each matter and nation
- check_circle Call and form conversion tracking
- check_circle Monthly reporting with a review call
What you can expect
- verified Adverts shown to people searching for the matters you handle
- verified Less spend on free-advice seekers and other-nation searches
- verified Enquiries counted by quality, not by click
- verified Budget aligned with the hours your team can answer
- verified A clear view of what each booked consultation cost
- verified Reporting you can set against fee income
Deliverables you receive
inventory_2 Campaigns structured by matter type and by nation, with budgets set separately for each
inventory_2 Keyword groups with match types chosen deliberately and checked against search-term reports
inventory_2 A negative keyword list covering job seekers, template hunters, and nations you do not serve
inventory_2 Advert copy drafted for principal approval, written calmly and without outcome claims
inventory_2 Call tracking and form tracking that count qualified enquiries as conversions
inventory_2 Intake-hours scheduling, call buttons, and a monthly report of spend and consultations in pounds
Technical approach
The mechanics behind SEM for family law, explained plainly.
Conversion tracking that counts what matters
A conversion is set up for calls above a sensible length and for completed forms that name the matter, rather than for every page view. This teaches the platform to look for real enquiries and keeps reporting honest.
Call tracking and recordings
Tracked numbers show which advert and search produced each call. Where recordings are used, they are handled under UK data protection rules, with your firm deciding retention, access, and how callers are informed.
Landing page speed and testing
Pages load quickly on mobile and carry one clear action. We test headlines, form length, and phone prompts one change at a time, so we learn what helps rather than changing everything at once.
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 produce enquiries sooner than organic work, though the first weeks are for learning.
Days 1 to 14
Account set-up, conversion tracking, landing pages, and first adverts go live once your principal approves. Spend starts cautiously so search-term data can shape the plan.
Days 15 to 45
We prune irrelevant queries, adjust bids by matter, and test page changes. You should begin to see which searches produce calls and forms your team can convert.
Months 2 to 4
Budget shifts towards matters and cities that perform, and new exclusions keep quality steady. Results vary with competition and capacity, and no volume of enquiries is promised.
Other Family 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
How much should we spend? expand_more
It depends on your city, the matters advertised, and how many consultations your team can take. We suggest starting with a modest, controlled budget and increasing it where the data supports that. We do not quote a figure before understanding your intake.
Is ad spend separate from your fee? expand_more
Yes. Ad spend is paid to the platform from your account and our fee is separate. You can see spend and results at any time, and the account remains yours.
How do you stop irrelevant clicks? expand_more
By combining careful match types with a growing list of negative keywords, and by reviewing the actual search terms every week. Job seekers, template searches, and other-nation queries are excluded early.
Can adverts mention results or win rates? expand_more
We do not write outcome claims. Advertising rules apply to your firm, and your firm stays responsible for compliance with its regulator. We write only what you can substantiate, and your principal approves every advert.
How do you handle Scotland and Northern Ireland? expand_more
Campaigns and pages are separate for each nation, using the terms and regulator that apply. This keeps searchers from being shown wording written for a different legal system.
What counts as a conversion? expand_more
Calls of meaningful length and completed forms that state the matter and location. Simple page views and very short calls are not treated as enquiries, so the platform learns from real intent.
Can adverts run outside office hours? expand_more
Yes, if you want them to. We can schedule adverts and call buttons around intake hours and send later enquiries to a form with a reply time your team can meet, so people are not left waiting without word.
How soon can adverts start? expand_more
Once tracking is in place and your principal has approved the wording, campaigns can usually begin within a couple of weeks. Larger accounts or several nations take longer to set up properly.
Ready to get more from Family Law SEM?
Get a free audit and we will show you where you are losing enquiries today.
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