Law firm PPC in the UK: budgets, clicks and where they leak
Paid search buys a firm the top of the page immediately, at around £18.75 a click for London immigration work. The click is the cheap part. Most of the money is lost in the 30 seconds after it, on a page that was never built to receive it.
Last updated: 4 August 2026
What does a realistic monthly budget look like?
Enough that the page it points at matters more than the bid.
London immigration searches run at 2,900 a month with a cost per click of £18.75, measured 3 August 2026. Working from that price alone:
| Clicks per month | Spend at £18.75 |
|---|---|
| 50 | £937.50 |
| 100 | £1,875 |
| 200 | £3,750 |
That is arithmetic on the click price, not a forecast. How many enquiries those clicks produce depends entirely on the page they land on and what happens afterwards, and we do not have a UK legal conversion figure we would be willing to publish.
Anyone quoting you a cost per enquiry before seeing your website is quoting you a number they invented.
Where does the budget actually leak?
Three places, none of which are the bid.
- The ad points at the homepage. Somebody searching immigration solicitor London lands on a page listing eleven practice areas and has to find theirs. A meaningful share leave rather than hunt.
- The page does not answer the question that prompted the search. Cost, timescale, what happens first. If the ad promised a specific service, the page must deliver that specific service above the fold.
- The enquiry arrives and waits. At £18.75 a click, an enquiry sitting in an inbox until Monday has already cost the firm the full acquisition price and returned nothing.
The third is operational and sits inside the firm. We do not fix it, and no supplier who says they will is describing marketing.
Does the SRA transparency requirement apply to the landing page?
If the work is in scope, published price information is required, and a paid landing page is not exempt.
The SRA Transparency Rules came into force on 6 December 2018 and require firms to publish price and service information for specified areas of work. A page bought with advertising spend is still a page on the firm's website.
Which of a firm's services fall in scope is a question for the firm and its own advisers, not for a marketing supplier. We build what the firm tells us to publish and we do not advise on the rules themselves.
Can a PPC agency be paid per enquiry?
Not in prescribed legal business, and the restriction binds the firm paying as well as the party being paid.
LASPO 2012 section 56 prohibits referral fees in prescribed legal business, which includes personal injury. It is worth being precise about who is exposed: both sides. A firm that accepts a per-lead arrangement is not insulated by the fact that the agency proposed it.
This is why our own pricing is fixed and never per enquiry, per lead or per matter — including for work where the restriction does not reach.
So who runs the campaigns?
Not us. We build the pages the campaigns point at.
A damaging admission, stated here rather than at the point of invoice: we do not manage ad spend. No account management, no bid strategy, no keyword lists. A firm wanting that needs a PPC agency, and this page links to one category of them below.
What we do is the part that decides whether the spend works — the landing page, the answer above the fold, the price information, the enquiry route that works on a phone. A well-run campaign pointing at a bad page loses money faster, not slower.
What does it cost?
| What | Price |
|---|---|
| Price Transparency Pack | £890, delivered in 10 working days |
| Firm Site | £2,400 |
| Firm Site+ | £4,200 |
| Authority Build | £6,900 |
| Retainers | £600, £1,200 or £2,400 per month, no minimum term |
Take £700 off a build with six months of retainer.
Of 40 legal-marketing suppliers we read in full on 3 August 2026, twelve published a price at all, five showed only a "from" range, and one offered work with no minimum term.
What this is worth where you are
In London, 2,900 people a month search for immigration help, and Google charges around £18.75 for one of those clicks. We hold the same figures for 52 cities.
The free report gives you yours, plus what your landing pages are missing, and what 40 suppliers charge.
No call required. Our own prices are on that page.
Where should I read next?
If you want the campaigns run: law firm PPC agency covers what to look for in one.
On the page the ads point at: website design law firm.
Wider than paid search: marketing for a law firm, lawyer web marketing and online marketing for lawyer.
Frequently asked questions
What does a UK legal PPC budget actually cost?
At £18.75 a click for London immigration work, 100 clicks is £1,875 a month and 200 is £3,750. That is arithmetic on the click price, not a forecast. How many enquiries result depends on the landing page and what happens afterwards.
Why should I distrust a quoted cost per enquiry?
Because it depends on the landing page, and nobody has seen yours. Anyone quoting a cost per enquiry before looking at your website is quoting a number they invented.
Where does PPC budget get wasted?
Three places, none of them the bid: the ad points at the homepage instead of the matching page, the page does not answer the question that prompted the search, and the enquiry sits unanswered after it arrives.
Do the SRA Transparency Rules apply to a paid landing page?
If the work is in scope, yes — a page bought with advertising spend is still a page on the firm's website. The rules came into force on 6 December 2018. Which services fall in scope is a question for the firm and its own advisers.
Can a PPC agency be paid per lead?
Not in prescribed legal business. LASPO 2012 section 56 prohibits referral fees there, including personal injury, and it binds the firm paying as well as the party being paid. Proposing the arrangement does not insulate the firm accepting it.
Do you manage ad spend?
No. No account management, no bid strategy, no keyword lists. We build the landing pages campaigns point at, which is the part that decides whether the spend works.
What do you charge?
£890 for the Price Transparency Pack in 10 working days, £2,400 for the Firm Site, £4,200 for Firm Site+, £6,900 for the Authority Build, and retainers at £600, £1,200 or £2,400 a month with no minimum term.