THE CHALLENGE

This established West Midlands solicitors practice had relied on referrals and local reputation for over 15 years. New enquiries were steady but unpredictable – some months were strong, others were quiet. The partners wanted a consistent pipeline of conveyancing, family law, and employment law enquiries without the feast-and-famine cycle.

They’d tried Google Ads themselves for three months but had burned through £4,000 with very few leads to show for it. The campaigns were poorly structured, targeting broad keywords with no dedicated landing pages, and there was no follow-up system in place for the leads that did come in.

THE SOLUTION

Lead Gems rebuilt their entire paid search infrastructure from scratch:

• Created three separate Google PPC campaigns targeting conveyancing, family law, and employment law – each with its own keyword groups, ad copy, and landing pages
• Built dedicated landing pages for each service, optimised for conversion with clear calls-to-action and trust signals (SRA regulated, 15+ years experience, local team)
• Configured GoHighLevel CRM with automated instant response – every form submission triggered a confirmation email and SMS within 30 seconds
• Set up a 5-email nurture sequence for leads that didn’t book immediately, addressing common concerns and building trust over 10 days
• Implemented call tracking to attribute phone enquiries back to specific campaigns