Arlingsworth Solicitors
How we achieved £6.5 CPA and 19% conversion rate for a UK law firm, generating 100+ conversions and 77+ phone calls monthly
Client Profile
UK family law firm serving clients across probate, divorce, and legal services
Website
arlingsworth.comIndustry
Legal Services (Family Law)
Business Model
B2C Legal Services
Target Market
UK Adults (30-60)
The Challenge
Arlingsworth Solicitors needed to generate high-quality leads for their family law services while maintaining cost efficiency in a competitive legal market.
High Competition
Legal services face intense competition with rising costs per click
Quality Leads
Need for high-intent leads that convert to actual legal consultations
ROI Optimization
Maximizing return on ad spend while scaling lead generation
Our Strategic Approach
Comprehensive Google Ads optimization focused on legal industry best practices
Campaign Structure
- Segregated Search and Performance Max campaigns
- Service-specific ad groups for family law specialties
- Geographic targeting for UK legal services
- Device-specific bid adjustments
Ad Copy & Testing
- Responsive Search Ads with regular A/B testing
- Legal service-specific messaging
- Trust signals and credentials highlighting
- Call-to-action optimization for consultations
Keyword Strategy
- Legal service-specific keywords (broad, phrase, exact)
- Negative keyword optimization
- Intent-based keyword targeting
- Location-based legal service terms
Bidding & Budget
- Maximize Conversions bidding strategy
- Daily budget optimization (£117 average)
- Performance-based budget allocation
- CPA-focused optimization
Google Ads Dashboard Results
Real performance data from our Google Ads campaigns
Outstanding Results
Delivering exceptional performance across all key metrics in May 2025
Achieved industry-leading cost per acquisition on Performance Max.
High conversion rate driven by intent-led Search + PMax structure.
Strong CTR through ad copy testing and keyword refinement.
Consistent lead volume from forms + calls with quality filtering.
Timeline
Campaign Setup
Structured Search and Performance Max campaigns with legal industry targeting.
Testing & Optimization
A/B testing RSAs, negative keyword implementation, and bid strategy refinement.
Performance Tracking
GTM conversion tracking for phone clicks, form fills, and engagement metrics.
Weekly Reporting
Insights, dashboard updates, and continuous improvements.
Campaign Setup
Structured Search and Performance Max campaigns with legal industry targeting.
Testing & Optimization
A/B testing RSAs, negative keyword implementation, and bid strategy refinement.
Performance Tracking
GTM conversion tracking for phone clicks, form fills, and engagement metrics.
Weekly Reporting
Insights, dashboard updates, and continuous improvements.
Our Proven Process
Structured approach delivering consistent results for legal services
Campaign Setup
Structured Search and Performance Max campaigns with legal industry targeting
Testing & Optimization
A/B testing RSAs, negative keyword implementation, and bid strategy optimization
Performance Tracking
GTM conversion tracking for phone clicks, form fills, and engagement metrics
Weekly Reporting
Comprehensive insights, dashboard updates, and strategy adjustments
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