Solicitor & Law Firm PPC Agency

PERFORMANCE-DRIVEN PAID ADS FOR SOLICITORS AND LAWYERS

DRIVING HIGH-VALUE LEADS THROUGH PPC

PPC Specialists for Solicitors & Law Firms

At boxChilli, we create paid media strategies designed to help law firms, solicitors and specialist legal practices reach high-intent clients and turn advertising spend into qualified enquiries and new instructions. From capturing demand through Google Ads and Microsoft Ads to building awareness and reaching decision-makers through LinkedIn and Meta, our PPC and paid social campaigns are shaped around the way different legal clients research, compare and choose a firm.

Trusted since 2006, our in-house paid advertising team understands the pressures of legal marketing, where valuable search terms can carry high CPCs, strict SRA compliance requirements, enquiry quality varies significantly between practice areas and commercial clients may take longer to instruct. By understanding which services, audiences and locations are producing the strongest enquiries, we help firms reduce wasted spend, improve cost per acquisition and turn paid media into a more reliable source of consultations, instructions and new business.

  • SPECIALISTS FOR SOLICITORS, LAWYERS AND LEGAL PRACTICES

  • GOOGLE, META, LINKEDIN, CHATGPT & TIKTOK ADS

  • INCREASE HIGH-VALUE CASE INQUIRIES AND SIGNED INSTRUCTION RATES

  • IN-HOUSE TEAM OF OVER 35 SPECIALISTS

  • NOT GETTING ENOUGH RETURN FROM YOUR PAID ADVERTISING BUDGET?

LOOKING TO GROW YOUR FIRM? WE COULD BE A STRONG FIT IF YOU...

The Solicitor PPC Agency That Gets It

Need PPC campaigns that consistently generate high-value enquiries for specialised practice areas.

Want paid media campaigns that target specific legal disciplines, including commercial litigation, family law, corporate practice, conveyancing, and personal injury.

Have worked with generalist agencies that wasted budget on broad keywords, irrelevant clicks, and non-converting tyre-kickers.

Need paid media campaigns that turn ad clicks into direct phone calls, consultation bookings, and signed client instructions.

Want paid media that strictly complies with SRA guidelines, GDPR, and legal advertising standards without sacrificing conversion rates.

Have expanded across Google, Meta or TikTok but feel your campaigns operate in isolation rather than as a joined-up strategy

TARGETED PAID ADS FOR HIGH-VALUE LEGAL SERVICES

Integrated PPC for the Legal Sector

Everything we do is designed to help law firms and solicitors grow through paid advertising. From generating more private client enquiries and consultation requests to supporting growth across commercial, property, employment, dispute resolution and other specialist practice areas, every campaign is built around how prospective clients research, compare and choose legal support. Our focus is on placing your firm in front of the right people at the right time, turning paid media into a reliable source of qualified enquiries and new instructions.

Our paid media strategies reflect the different journeys legal clients take across search, social and display before they make contact. Some firms benefit most from high-intent PPC on Google and Microsoft, capturing people actively searching for legal advice in specific practice areas or locations, while others see stronger results through LinkedIn, Meta, display and video, where brand visibility, fee earner authority and longer commercial decision cycles play a greater role.

Pay-Per-Click (PPC)

Paid search is one of the most effective ways for law firms to capture demand when prospective clients are actively looking for legal support, but only when campaigns are built around the right matters, locations and commercial priorities. With high CPCs across many legal searches, broad targeting or weak conversion tracking can quickly absorb budget without producing suitable enquiries, consultations or new instructions.

Our PPC strategies are designed to help law firms generate more qualified enquiries through Google Ads and Microsoft Ads by targeting high-intent searches around specific practice areas, legal issues and locations. From commercial litigation and employment law to family, property and private client services, campaigns are structured with careful budget control, refined bidding and landing pages aligned to the client journey. With accurate tracking that connects spend to real enquiries and instructions, paid search becomes a more reliable and scalable source of new business rather than an unpredictable cost.

Google Ads

Google Ads gives law firms several ways to reach prospective clients, from high-intent search campaigns and remarketing to local visibility across Google Maps and eligible Local Services activity. This is particularly valuable for firms competing across specific office locations or practice areas, where the difference between appearing at the right moment and being missed completely can mean losing a valuable enquiry to another firm.

We manage Google Ads across Search, Display, Performance Max, remarketing and local placements, shaping campaigns around your services, locations and commercial priorities. For firms with a strong regional presence, this can include Google Maps and location-led activity to increase visibility around individual offices, while remarketing keeps your firm visible during longer decision journeys. With accurate call and form tracking, controlled budgets and ongoing optimisation, we focus spend on the activity most likely to generate qualified enquiries, consultations and new instructions.

Microsoft Ads

Microsoft Ads gives law firms access to a search audience that can be particularly valuable for reaching corporate users, senior decision-makers and desktop-heavy professionals who may be less visible through Google alone. For firms targeting commercial services, business law and higher-value instructions, this creates an additional opportunity to reach relevant prospects while often facing less competition across key search terms.

Our team builds and manages Microsoft Ads campaigns around the practice areas, locations and client types your firm wants to grow. By extending high-intent paid search activity beyond Google and maintaining close control over targeting, budgets and conversion tracking, we help capture additional demand, strengthen overall search coverage and generate qualified enquiries without simply increasing spend.

Paid Social

Paid social advertising helps law firms reach prospective clients before they are actively searching, making it particularly useful for building awareness, strengthening fee earner authority and supporting longer decision journeys. LinkedIn can help commercial teams reach business owners, HR leaders and senior decision-makers, while Meta and other social platforms can support private client services, recruitment and remarketing by keeping your firm visible as people research their options.

Campaigns are delivered across LinkedIn, Meta and other relevant platforms, with creative, targeting and budgets shaped around the audiences and practice areas your firm wants to grow. Activity can support everything from thought leadership and service promotion to recruitment campaigns and retargeting website visitors, helping paid social contribute to stronger brand recognition, qualified enquiries and new instructions rather than engagement alone.

Meta, Facebook & Instagram Ads

Advertising on Facebook and Instagram can help law firms stay visible during longer decision journeys, particularly where prospective clients are researching sensitive issues, comparing firms or may not be ready to make contact straight away. Without the right audience structure, creative and follow-up strategy, spend can quickly be directed towards broad engagement that never develops into a meaningful enquiry.

For law firms, Meta campaigns can support private client services, recruitment, remarketing and broader brand awareness across key locations and practice areas. Audiences can be shaped around geography, website behaviour and previous engagement, while creative is aligned with clear goals such as consultation requests, service awareness or re-engaging visitors who have already shown intent. Through ongoing testing, refinement and accurate tracking, we help turn Facebook and Instagram into commercially useful channels that support qualified enquiries and long-term client acquisition.

LinkedIn Ads

For many law firms, LinkedIn is a valuable channel for reaching corporate decision-makers, business owners, HR leaders, finance teams and other professionals involved in choosing external legal support. In areas such as commercial law, employment, real estate, dispute resolution and regulatory advice, the decision to instruct is often considered over time, which means credibility, expertise and visibility can influence which firms make the shortlist long before a formal enquiry is made.

LinkedIn advertising allows campaigns to reach relevant audiences based on role, seniority, company size, sector and professional interests, helping firms focus spend on the people most likely to influence or commission legal services. Activity can support lead generation, thought leadership, fee earner visibility and remarketing, with campaigns measured against enquiry quality and commercial value rather than clicks alone. Used strategically, LinkedIn becomes a strong channel for building relationships with higher-value business audiences and supporting a more consistent pipeline of commercial instructions.

Audits & Reporting

Our paid media audits for law firms identify what is limiting performance, from expensive keywords and weak search intent to inefficient bidding, poor lead tracking and campaigns that generate volume without the right quality of enquiry. We review account structure, conversion funnels, tracking setup, landing page performance and alignment with relevant SRA advertising and transparency requirements, so the audit reflects both commercial performance and the regulatory environment firms operate within.

You receive clear, practical insight into where budget is being wasted, where stronger opportunities exist and what needs to change to improve performance. This helps your firm reduce unnecessary spend, improve enquiry quality and gain a clearer view of how paid media contributes to consultations, new instructions and growth across priority practice areas.

Consultancy & Strategy

boxChilli’s in-house paid media specialists provide strategic consultancy to make sure your advertising investment supports the wider commercial priorities of your firm, from growing specific practice areas and improving enquiry quality to increasing visibility across key office locations and reducing reliance on referrals or third-party lead sources. Rather than focusing only on campaign delivery, we review channel mix, audience strategy, budget allocation, conversion tracking and performance by service area, helping paid media contribute more clearly to consultations, new instructions and fee earner growth.

Whether we’re reviewing an existing account or shaping a new growth plan, our role is to provide clear direction, challenge assumptions and identify where budget can work harder. The result is a paid media strategy built around your firm’s services, client types, locations and commercial goals, with the flexibility to support both high-volume private client work and longer, higher-value commercial decision journeys.

WHAT YOU CAN EXPECT BY WORKING & PARTNERING WITH BOXCHILLI

We’re Not Just Another Law Firm PPC Agency

Paid media should be one of the most reliable ways for law firms and solicitors to generate qualified enquiries, win higher-value instructions and support growth across priority practice areas. But in a sector where CPCs can be high, enquiry quality varies and advertising needs to stay aligned with SRA requirements, poorly structured campaigns can quickly drain budget without producing commercially useful work.

At boxChilli, we take a performance-led approach that connects paid search, paid social and accurate conversion tracking around the outcomes that matter to your firm. By combining precise keyword targeting, compliant creative and clear call-and-form tracking, we help reduce wasted spend, improve case acquisition costs and show which campaigns are contributing to consultations, new instructions and fee earner revenue.

HIGH-INTENT SEARCH CAPTURE

We place your practice at the very top of search results for high-value legal queries, capturing corporate clients and individuals at the exact moment they are actively seeking legal counsel.

DATA-DRIVEN KEYWORD SCULPTING

By applying strict negative keyword filtering and match-type precision, we protect your budget against non-converting traffic, job seekers, and requests for free legal advice.

B2B & AUTHORITATIVE SOCIAL TARGETING

We run laser-targeted campaigns across LinkedIn and Meta to place your practice partners, sector insights, and corporate legal services directly in front of key business decision-makers.

CONVERSION-OPTIMISED LEGAL LANDING PAGES

We design bespoke, fast-loading landing pages for specific practice areas, built with clear trust signals, regulatory badges, and intuitive enquiry forms to turn ad clicks into client leads.

CALL & INSTRUCTION TRACKING

With dynamic call tracking and SRA-compliant lead attribution, we monitor every phone call, consultation form, and fee-earner inquiry back to the exact keyword and ad creative.

PRACTICE-AREA BUDGET ALLOCATION

We structure your paid media budget dynamically across your core legal disciplines—prioritising high-margin areas like Commercial Disputes, Corporate Law, and Real Estate when demand peaks.

CONTINUOUS FEE-DRIVEN OPTIMISATION

We continuously refine ad messaging, bidding strategies, and targeting parameters based on genuine commercial outcomes—optimising for cost-per-instruction and overall billable fee value.

IS THIS THE KIND OF SUPPORT YOU’VE BEEN LOOKING FOR?

REAL REVIEWS, FROM REAL CLIENTS

TRUSTED BY GLOBAL BRANDS THAT VALUE RESULTS

MEET BOXCHILLI'S PAID MEDIA TEAM

The Perfect Blend of Flare & Commercial Awareness

BOXCHILLI, WE UNDERSTAND THE LEGAL SECTOR

Our Hot Take On...

Paid media is changing quickly, and law firms are feeling the impact. As automation becomes more influential, tracking becomes more complex and prospective clients move between search, social, review platforms and firm websites before making contact, generating the right enquiries now takes more than simply running ads on Google or LinkedIn.

That’s why we take a commercially focused approach to legal paid media, combining audience insight, precise targeting, strong creative and connected campaign strategies built around the work your firm wants to grow. By linking search, display, remarketing and paid social activity to outcomes such as consultation requests, qualified enquiries, new instructions, cost per acquisition and fee earner revenue, we help law firms reduce wasted spend, improve lead quality and make paid media a more reliable source of growth.

FREQUENTLY ASKED QUESTIONS

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Q. Will I get a dedicated account manager?

A.

Yes. You’ll have a dedicated point of contact who takes the time to understand your firm, practice areas and commercial priorities, while coordinating with our wider paid media team behind the scenes. This keeps campaigns organised and gives you direct access to the specialists responsible for strategy, optimisation and performance.

Q. How often will I receive reports or updates?

A.

You’ll receive a detailed performance report every month, supported by regular check-ins to review results, priorities and next steps. Reporting goes beyond clicks and impressions to focus on meaningful outcomes such as calls, consultation requests, qualified enquiries, cost per acquisition and the campaigns contributing to new business.

Q. Can boxChilli work alongside our in-house marketing or business development team?

A.

Yes, and many law firms prefer a collaborative approach. We can work alongside your marketing, business development and fee earning teams, providing specialist paid media expertise while sharing performance insight and coordinating campaigns around wider firm priorities. The aim is to strengthen your internal capabilities, not create another disconnected marketing channel.

Q. How flexible are your services if our priorities change?

A.

Law firm priorities can shift as departments grow, new offices open or particular services need additional support. We can adjust budgets, targeting and channel focus around those changes, whether that means increasing activity for a growing practice area, supporting a new location or reducing spend where enquiry quality is not strong enough.

Q. How do you approach regulatory considerations in legal advertising?

A.

Legal advertising needs to communicate clearly and responsibly, so campaign messaging, landing pages and calls to action are developed with your firm’s professional obligations and internal approval processes in mind. We work collaboratively with your team to make sure advertising remains commercially effective without making exaggerated or misleading claims.

Q. What is paid media and why is it important for law firms?

A.

Paid media helps law firms appear in front of prospective clients at key decision-making moments, whether they are actively searching for legal advice or researching firms and specialists over a longer period. When managed properly, it can generate a consistent flow of qualified enquiries, support priority practice areas and reduce reliance on referrals or third-party lead sources.

Q. How can PPC help generate more legal enquiries and instructions?

A.

PPC captures high-intent demand from people and businesses already searching for legal support. Campaigns can be structured around specific services, locations and client types, directing users to relevant landing pages and enquiry journeys. With accurate call and form tracking in place, we can see which campaigns are contributing to consultations and new instructions, then focus budget where it delivers the strongest commercial value.

Q. Why can PPC be expensive for law firms?

A.

Many legal searches are highly competitive because a single new instruction can carry significant commercial value, which can push cost-per-click rates higher. That makes campaign structure, keyword targeting, negative keywords, landing page relevance and conversion tracking particularly important, helping reduce wasted spend and focus budget on enquiries that are more likely to become suitable matters.

Q. How important is location targeting for legal PPC?

A.

Location targeting is particularly important for firms competing for work around specific offices, towns, cities or regions. Campaigns can be shaped around where your clients are based, where your solicitors operate and which locations you want to grow, helping prevent budget being spent on enquiries outside your service area while strengthening visibility against local competitors.

Q. Which paid advertising platforms work best for law firms?

A.

It depends on your practice areas, audience and commercial goals. Google and Microsoft Ads are well suited to capturing high-intent search demand, LinkedIn can be valuable for reaching corporate decision-makers and professional audiences, while Meta can support private client awareness, recruitment and remarketing. We use the platforms that make commercial sense rather than spreading budget across channels unnecessarily.

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