# Marketing for Solicitors and Law Firms

Source: https://dijitulmarketing.co.uk/marketing-for-solicitors/
Updated: 2026-10-18

> dijitul marketing runs Google Ads, LinkedIn and email marketing for UK solicitors and law firms. We build campaigns by practice area, link ads to pages that meet the SRA Transparency Rules, and avoid the targeted unsolicited approaches the SRA Code restricts. Google Ads management starts from £150 a month + VAT plus ad spend, monthly rolling.

Price: From £150 a month + VAT

## Problems this solves

- Clicks on 'free legal advice' and 'legal aid' searches eat the budget
- Conveyancing ads send people to a page with no price information
- Partners want leads but nobody tracks which enquiries became instructions
- A lead generator is offering you personal injury cases and you are not sure it is allowed
- Every competitor's ad says 'expert' and 'specialist' and yours does too
- Your firm's LinkedIn page has not posted in a year

## Key facts

- Google Ads management from £150 a month + VAT, or 10 to 15% of ad spend if higher, plus ad spend paid to Google
- SRA Code of Conduct paragraph 8.8: publicity must be accurate and not misleading, including about charges
- SRA Code paragraph 8.9 restricts unsolicited approaches to members of the public; SRA guidance says non-targeted advertising online and on social media is allowed
- SRA Transparency Rules: price and service information for listed services such as residential conveyancing, probate, motoring offences, employment tribunals and immigration
- Every SRA-regulated firm must display the SRA digital badge prominently on its website
- LASPO section 56 bans referral fees in personal injury and death claims from 1 April 2013
- Google lists lawyer services in Greater London among UK Local Services Ads categories

## What the SRA allows

Solicitors can advertise. The SRA's own guidance says firms may advertise to the public in a non-intrusive and non-targeted way, and it gives online and social media advertising as examples. What the Code restricts is narrower. Paragraph 8.8 requires publicity about your firm to be accurate and not misleading, including how charges are presented. Paragraph 8.9 stops you making unsolicited approaches to members of the public, other than current or former clients, in order to advertise legal services. SRA guidance describes those approaches as direct or targeted contact with an individual, in person, by phone or by other means.

For paid media that means:

- Search ads shown to someone who searched for a service are fine; that person came looking.
- Cold-calling, door-knocking and DMs to people you identified from, say, accident reports are not.
- Fee claims in ads must match what the client will actually pay, including VAT and disbursements where relevant.
- Lead generators acting for you are your responsibility. The SRA has warned firms that clients acquired through methods that breach its rules can put the firm at risk.

This page is marketing guidance, not legal advice. Your COLP has the final say.

## Transparency Rules and your landing pages

If you offer certain services, the SRA Transparency Rules require price and service information on your website: who will do the work, what is included and excluded, typical timescales and the price or how it is calculated. The listed consumer services include residential conveyancing, probate, motoring offences, employment tribunal claims and immigration (excluding asylum), with some business services also covered. Every regulated firm must also show the SRA digital badge prominently on its website and publish its complaints procedure.

Paid traffic should land on pages that already meet those rules. Sending a conveyancing ad to a generic contact page wastes money and invites a compliance question. We map each ad group to a page that carries the price information, badge and complaints link, and if those pages need building, our sister site dijitulwebdesign.co.uk handles that.

## Campaign structure by practice area

Each area of law behaves differently in search. Conveyancing and wills are price-compared and high volume. Family, employment and immigration searches are urgent and personal. Commercial work starts with a smaller number of searches by business owners and HR teams. We split campaigns so budgets do not compete.

- **Volume services:** conveyancing quotes, wills, lasting power of attorney. Tight ads with the price-information page, Target CPA bidding once data allows.
- **Urgent personal matters:** divorce, child arrangements, settlement agreements. Call assets during office hours, careful wording, no fear-led claims.
- **Commercial:** commercial property, disputes, contracts. Search plus LinkedIn ads to job titles and company sizes.

Negative keywords matter more in law than most sectors. 'Free', 'legal aid', 'pro bono', 'template', 'how to', 'jobs' and 'training contract' are a starting point. Avoid calling yourself a 'specialist' unless you can show it, for example through a Law Society accreditation.

## Personal injury and referral fees

Section 56 of the Legal Aid, Sentencing and Punishment of Offenders Act 2012 bans paying or receiving referral fees for personal injury and death claims, and has done since 1 April 2013. The SRA enforces it and has published a warning notice about arrangements designed to get around the ban. Running your own Google Ads is not a referral arrangement: you pay Google for advertising, not for a client. Buying 'exclusive leads' from a third party is a different matter and needs checking with your compliance team before you spend a penny.

## Measuring instructions, not just enquiries

A law firm lead is only valuable if it becomes an instruction. We track calls and forms as key events in GA4 and conversions in Google Ads, then, where your case management system allows, import which enquiries were instructed as offline conversions. That lets Google bid towards the enquiries that turn into fee-paying work. Conversion tracking set-up is £145 + VAT one-off; a Looker Studio dashboard for partners is £145 + VAT one-off.

## What you get

- Search campaigns by practice area, with separate budgets for high-value and volume work
- Ad copy and landing pages checked against SRA Code 8.8 and the Transparency Rules
- Negative keyword lists for free, legal aid, jobs, training and self-help searches
- Call and form tracking, with offline conversion import from your case management system where possible
- LinkedIn content and ads for commercial and employment teams
- Monthly report on cost per enquiry and, where you share it, cost per instruction

## FAQs

### Can solicitors use Google Ads?

Yes. SRA guidance says firms may advertise in a non-intrusive and non-targeted way, including online. Search ads only show to people who searched for a service, so they are not an unsolicited approach. The ads and landing pages still need to be accurate and not misleading under paragraph 8.8 of the Code.

### Can we remarket to people who visited our website?

Remarketing shows display or social ads to past visitors, which is a form of targeting. Many firms use it with care for commercial services. For sensitive personal matters such as divorce or immigration, we usually advise against it or keep it very light. Talk to your COLP and we will follow their view.

### Do our ads need to show prices?

The ad itself does not have to, but if you advertise a service covered by the SRA Transparency Rules, your website must publish price and service information for it. We send ads for those services to the page carrying that information.

### Can you run LinkedIn ads for our commercial team?

Yes. Paid social, including LinkedIn, is from £150 a month + VAT plus ad spend. LinkedIn lets us target by job title, seniority, industry and company size, which suits employment, commercial and corporate work. Lead gen forms prefill the person's details.

### Will you write our ads?

Yes. We write the ad copy and send it for sign-off before anything goes live, so your compliance officer can check claims about expertise, fees and outcomes. We avoid language that implies guaranteed results.

### How much does it cost?

Google Ads management is from £150 a month + VAT, or 10 to 15% of ad spend if that is higher, plus the ad spend itself, which you pay to Google. Click costs in legal services vary widely by practice area and location.

## Prices and contact

Prices (all from, + VAT; ad spend separate): Google Ads management £150 a month; Paid social (Meta, LinkedIn, TikTok) £150 a month; Social media management £125 a month; Email marketing £95 a month; Marketing automation set-up £195; SMS marketing £75 a month; GA4 set-up £95; Conversion tracking £145; Data Studio (Looker Studio) dashboard £145; Conversion rate optimisation £195 a month; Content marketing £195 a month; Consultancy, audits and strategy £45 an hour. All prices are "from" and exclude VAT. Ad spend is separate and paid directly to Google, Microsoft, Meta, LinkedIn or TikTok. Paid media management is from £150 a month or 10 to 15% of ad spend, whichever is higher. You own every ad account, pixel, audience and email list we set up. Contact: https://dijitulmarketing.co.uk/contact/ · 01623 650333 · info@dijitul.uk