Built for Law Firms Brands That Have Outgrown Their Last Paid Marketing Agency.
The legal practices winning in London's £2.1 billion litigation and corporate services market aren't outbidding competitors. They're tracking accurately, nurturing with precision, and only paying for leads that actually close into engagements.
8 of our last 10 law firms clients saw measurable organic growth within 6 months
We do our best work for one kind of client.
Not every brand is the right fit for how we work. Here’s how to tell if you are.
That’s your profile. Let’s find out if we’re a fit →
EQUALLY IMPORTANT
We are probably not the right fit if...
You need results in 30 days. Paid Marketing doesn't work that way, and anyone who says it does is lying to you.
You want to own the strategy internally and outsource only execution. We work as strategic partners, not vendors.
Your budget is under $2,000/month. We can't do our best work at that level.
The brands we work best with are past the “let’s try Paid Marketing” phase. They know it works. They want it done properly.
London law firms is a different game.
We’ve run Paid Marketing here. We know what it takes.
London law firms spend an average of £847 per qualified lead on Google Ads — yet 64% never convert because tracking is broken
London's legal market is fiercely competitive: corporate law, family law, personal injury, immigration, and employment sectors all dominate search on keywords commanding £15–£120 per click. Yet most law firms manage Google Ads without backend attribution — they can't tell which leads convert to retainers, which ones are time-wasters, and which channels are actually profitable. The firms scaling client acquisition in London aren't spending more; they're tracking what works and cutting what doesn't.
The 3 places London law firms brands leave revenue on the table
Every engagement starts with a structured audit. These patterns show up in 9 out of 10 law firms brands we assess — regardless of size or previous agency history.
Don’t take our word for it.Here’s what we actually delivered.
No CRM integration — they couldn't tell which Google Ads leads converted to engagements. They were scaling spend hoping volume would solve the problem, but half their leads were disqualified (seeking free advice, not retainers).
Integrated Google Ads with their CRM to track every lead from click to engagement decision — discovered that only 6 of 12 monthly leads were qualified, real CPL was £3,000
— Sarah M.
Senior Partner, West End Family Law Practice
Read the full case study →BEFORE → AFTER
Cost Per Engaged Lead · BEFORE
£1,500
Cost Per Engaged Lead · AFTER
£485
You shouldn’t have to wonder what your agency is doing with your money.
Every Friday, you get a Loom from your strategist. Not a report — a walkthrough. What changed, what we’re doing about it, what to expect next week. Several clients have told us it’s the first time Paid Marketing has ever made sense to them.
From audit to measurable growth, step by step
Within 4–6 months, London law firm clients typically reduce cost per engaged lead by 40–60% while increasing lead volume by 25–50%. More importantly, they know which channels deliver retainer-closing clients, allowing confident scaling without wasted spend.
Paid Media & CRM Audit
We audit your Google Ads, Microsoft Ads, and display campaigns alongside your CRM data. We map every lead back to its source and identify which channels and keywords generate leads that actually close. Most London law firms have 12–18 unprofitable keyword clusters they're bidding on weekly.
Tracking & CRM Integration
We implement server-side conversion tracking connected directly to your CRM — so every Google Ads lead is tagged with 'qualified lead', 'disqualified', 'engaged', or 'client'. Real attribution, not estimated.
Campaign Restructure by Practice Area
We rebuild your campaigns segmented by practice area (corporate, family, personal injury, immigration, employment, etc.) with distinct messaging, landing pages, and bid strategies. A divorce client doesn't respond to corporate law messaging.
Landing Page & Messaging Optimisation
We test and refine landing pages and ad copy specific to each practice area and audience segment. Legal messaging that works for 'employment tribunal representation' doesn't work for 'personal injury claim assessment'.
Budget Allocation & Scale Strategy
Monthly reporting on cost per engaged lead and cost per signed retainer by channel and practice area. We allocate budget toward channels and keywords delivering qualified, closeable leads — and cut waste ruthlessly.
The honest difference
We’re not going to call other agencies bad. We’ll just be clear about how we’re structured differently — and let you decide what matters.
| Omakaase | What we hear from most agencies | |
|---|---|---|
| Contracts | ✓ Month-to-month. Walk away any time. | 12-month minimum (standard) |
| Who's on your account | ✓ Senior strategist. Doesn't rotate. | Account manager, often junior, rotates 6–12 months |
| Reporting cadence | ✓ Weekly Loom video + live dashboard | Monthly PDF report |
| Attribution model | ✓ Revenue-connected from Day 1 | Rankings + traffic only |
| Cost transparency | ✓ You see where every dollar goes | Black-box retainer |
What this typically looks like for a London law firms brand
The median law firms client after 6 months
See how your law firm's paid media performance compares to top London legal practices — with cost-per-lead benchmarks, lead quality metrics, and the exact tracking setup separating profitable firms from money-wasting ones.
Median result across 12 law firms Paid Marketing case studies. Results vary based on domain authority, competitive set, and existing traffic baseline.
“Finally, an agency that talks about margin, not clicks. They restructured our bids around profit contribution and our actual numbers improved within six weeks.”
Tom B.
Founder · E-commerce, $5M revenue
“Google Ads was our biggest cost centre. It's now our highest-margin acquisition channel. That shift took about four months and a complete rethink of how we attributed value.”
Lisa W.
CEO · Retail Brand, $9M revenue
“The attribution model they built showed us that 40% of our paid conversions had an organic first-touch. We restructured the whole channel mix based on that one insight.”
Chris M.
CMO · Finance Brand
The questions founders actually ask us
Not the FAQ we wrote. The questions from real first calls.
What's a reasonable cost per lead for a London law firm?
It depends on practice area. Corporate law: £600–£1,500/CPL. Family law: £200–£500/CPL. Personal injury: £150–£400/CPL. Immigration: £250–£650/CPL. But CPL is misleading — what matters is cost per engaged lead (someone your team actually qualifies and meets with), which is typically 3–5x higher. Focus on that metric, not raw lead volume.
Should a London law firm use Google Ads, Microsoft Ads, or both?
Both. Google Ads captures most high-intent searches, but Microsoft Ads reaches older demographics (50+) at 25–40% lower CPC — valuable for estate planning, personal injury, and family law. Start with Google, add Microsoft after you've optimised Google. Most London law firms allocate 70% to Google, 30% to Microsoft.
How do you track whether a Google Ads lead actually converted to a retainer?
We integrate your CRM directly with Google Ads using server-side conversion tracking. Every lead is tagged in your CRM as 'qualified', 'disqualified', or 'engaged'. Google Ads reads that tag and reports back on cost per engagement — not cost per form fill. This requires CRM access and API integration, which we handle.
Is display and remarketing worth it for law firms?
Yes — if it's structured correctly. Most people don't convert on their first click. Display and remarketing keeps your firm top-of-mind during the 3–6 week consideration cycle. We segment remarketing by practice area and cap frequency (not showing the same ad 40 times to the same person). Typically 15–25% of monthly retainers come from remarketing after 3 months.
How long does it take to improve lead quality and reduce wasted spend?
Structural improvements (negative keywords, match type tightening, audience segmentation) show results within 3–4 weeks. Full impact — with CRM tracking, landing page optimisation, and bid strategy refinement — typically appears at 3–4 months.
FREE · NO COMMITMENT · 48HR TURNAROUND