Service 03 — Paid Advertising
Advertising with clear measurement.
Paid search can produce inquiries quickly. It can also spend a lot of money quietly. The difference is almost always measurement: knowing which clicks became conversations worth having.
The problem
Spending is easy to see. Value is not.
Many firms can tell you their monthly ad spend and their click count, and nothing else. They cannot say which campaigns produced signed clients, because calls were never tracked and form submissions were never qualified.
Without that link, optimisation is guesswork. Budget drifts towards whatever generates volume, which is rarely the same as whatever generates cases.
We set up measurement before we scale spend, so decisions have something behind them.
What the work includes
Google Ads
Search campaigns built around practice areas and intent, with negative keywords that keep irrelevant clicks out.
Local Services Ads
Setup, verification support, budget guidance, and lead review where the format fits your practice.
Landing pages
Focused pages matched to each campaign, so the promise in the ad matches what the visitor lands on.
Conversion tracking
Call tracking, form tracking, and qualification feedback wired back into the ad platforms.
Budget management
Spend pacing, bid strategy, and honest advice on when a market is too expensive for the budget available.
Reporting
What was spent, what it produced, and what we would change next — in language you can act on.
How it runs
A sequence you can follow.
- Step 1
Account and market review
Existing accounts, historic spend, competition, and realistic cost expectations for your practice areas and area.
- Step 2
Measurement first
Tracking installed and verified, and a shared definition of what counts as a qualified inquiry.
- Step 3
Launch focused campaigns
A small number of well-structured campaigns with matched landing pages, rather than broad coverage.
- Step 4
Review and reallocate
On a regular cycle, move budget towards what produces qualified inquiries and cut what does not.
What we need from your firm
- Access to existing Google Ads and Local Services Ads accounts, or permission to create them
- A monthly advertising budget you are comfortable committing
- Feedback on which inquiries were qualified, and which were not
- Confirmation of practice areas and geography you want to advertise in
- Any advertising rules or bar restrictions that apply to your jurisdiction
How we measure it
- Qualified inquiries by campaign
- Cost per qualified inquiry
- Cost per signed client, where the firm can report it
- Call answer rate and response time on ad-driven inquiries
- Wasted spend removed each cycle
Advertising spend is paid directly to the platforms and is separate from our management fee. Cost per inquiry varies by practice area and market, and we will not quote one before reviewing yours.
Questions about this service
Build a clearer path to your next client.
Tell us about your firm, your current marketing, and what you want to improve.
Request a marketing review