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How Intellistart Maximised a £1,000 PPC Budget for LFCS Legal
Client: LFCS Legal (formerly Mason & Co Solicitors)
Industry: Legal Services: Immigration, Family Law, Conveyancing, Litigation, Dispute Resolution, Private Client, Contract Law
Location: nationwide, practice with offices in Manchester & London
Engagement: October 2022 – Present
PPC Budget: ~£1000 per month
Services: Google Ads, PPC, Landing Pages, Website Design, CRM & Conversion Tracking
The Results at a Glance
The LFCS Legal project demonstrates what can be achieved when a law firm’s marketing budget is managed carefully and supported by the right digital infrastructure.
~30%
Impression share for Nuptial Agreements
~85%
Saving on each Lead
~37%
Absolute top-of-page rate
Key achievements
£1,000 per month PPC budget
A modest advertising budget was used to compete for valuable legal search terms.
29.57% impression share
The Nuptial Agreements campaign achieved almost 30% impression share.
2nd of 12 advertisers
The campaign ranked second among 12 advertisers for impression share.
85.10% top-of-page rate
The ads appeared at the top of the search results for the vast majority of impressions received.
36.70% absolute top-of-page rate
The campaign achieved the first advertising position for a significant proportion of impressions.
Multi-year relationship
Intellistart has worked with the firm since October 2022.
Two website projects
We supported both the Mason & Co website and the subsequent LFCS Legal website.
CRM implementation
The firm was onboarded onto a CRM to improve enquiry tracking and lead management.
The Challenge: Making a Limited PPC Budget Work Harder
For many law firms, Google Ads can be an effective way of generating enquiries from people actively looking for legal services.
However, the challenge is making a limited advertising budget work as efficiently as possible.
LFCS Legal originally approached our team at Intellistart in October 2022 as Mason & Co Solicitors. From the beginning, our role went beyond simply managing Google Ads. We worked across PPC, landing pages, website design and CRM and enquiry tracking to create a more connected digital marketing system.
The objective was straightforward: make the available marketing budget work as hard as possible while building the digital foundations needed to support sustainable growth.
Rather than relying on increasing spend to generate more visibility, our approach focused on campaign targeting, landing-page performance, website quality and understanding where enquiries were coming from.
Our Approach
Our work with LFCS Legal has developed over several years rather than being a short-term advertising project.
Our relationship began in October 2022 and has evolved alongside the firm’s own development. Our work has included:
- Google Ads campaign management,
- PPC strategy,
- Nuptial Agreement campaign management,
- Landing page design,
- Brand asset development,
- Mason & Co website redesign,
- LFCS Legal website redesign,
- CRM implementation,
- Enquiry tracking,
- Conversion-focused website development,
- Trustpilot account and review setup.
This integrated approach is essential because PPC performance doesn’t exist in isolation.
A successful law firm advertising campaign depends on the entire journey: Search → Advertisement → Landing Page → Enquiry → Lead Qualification → Client
If any part of that journey is poorly configured, advertising spend can be wasted.
Maximising a £1,000 Google Ads Budget
One of the most important aspects of this campaign was the budget.
The campaign was managed with a ~£1,000 per month advertising budget, making efficient use of every pound particularly important.
For smaller and mid-sized law firms, this is often the reality of PPC where there isn’t an unlimited budget available to compete with larger firms.
The answer isn’t necessarily to spend more.
Instead, it’s to make the existing budget work harder.
Our approach focused on ensuring that the campaign was targeting relevant searches and that the resulting traffic was directed towards appropriate landing pages, and a website designed to convert visitors into enquiries.
Why budget efficiency matters in legal PPC
Legal search terms can be highly competitive, and cost-per-click can vary considerably between practice areas and locations.
A campaign can therefore spend thousands of pounds without necessarily producing proportionately better results.
Our philosophy is different. We want to understand:
- Which searches are most valuable?
- Where is the available budget being spent?
- Which searches are generating visibility?
- Which keywords are commercially relevant?
- How effectively are visitors being converted?
- What happens to an enquiry after it is generated?
This allows us to make informed decisions about where the budget should go.
Google Ads Performance: Nuptial Agreements
One of the campaigns managed by our PPC expert focused on Nuptial Agreements.
Despite the relatively modest budget, the campaign achieved strong visibility within a competitive search environment.
Campaign performance
Impression Share: 29.57%
Impression Share Position: 2nd of 12
Top of Page Rate: 85.10%
Top of Page Position: 4th of 12
Absolute Top of Page Rate: 36.70%
Absolute Top of Page Position: 5th of 12
These figures demonstrate that the campaign was able to achieve substantial search visibility despite operating with a comparatively limited budget.
An impression share of 29.57% means the campaign appeared for almost three in every ten eligible impressions.
More importantly, the campaign ranked second out of 12 advertisers for impression share, demonstrating that careful campaign management can allow a smaller-budget advertiser to compete effectively.
The campaign also achieved an 85.10% top-of-page rate, meaning the advertisements appeared above the organic search results for the vast majority of impressions received.
Why We Don’t Believe Bigger Budgets Automatically Produce Better PPC
A common misconception is that the law firms spending the most money on Google Ads will inevitably achieve the best results. That’s not necessarily the case.
Budget is important, but so are:
- Keyword selection,
- Search intent,
- Campaign structure,
- Ad relevance,
- Landing page quality,
- Conversion tracking,
- Geographic targeting,
- Bid strategy and
- Ongoing optimisation.
A poorly configured £5,000 campaign can waste more money than a carefully managed £1,000 campaign.
Our role is therefore not simply to spend a client’s budget. It’s to maximise the commercial value generated by that budget.
Building the Landing Pages Behind the Campaign
PPC traffic is only valuable if the destination page gives prospective clients a reason to enquire.
As part of our work with Mason & Co, we designed landing pages on the firm’s website – both optimised for SEO.
The landing pages were designed around the needs of prospective clients, with a focus on:
- Clear messaging,
- Relevant service information,
- Strong calls to action,
- User-friendly layouts,
- Trust and credibility, and
- Multiple conversion opportunities.
This meant the advertising campaign and website experience were designed to work together rather than being treated as separate projects.
Redesigning the Mason & Co Website
Our relationship with the firm also included a redesign of the Mason & Co website.
The existing website was operating within a restricted theme, limiting the firm’s ability to develop the website around its marketing and conversion requirements.
We redesigned the site to provide a more modern, user-friendly experience while ensuring that the website was suitable for the firm’s legal and compliance requirements.
More importantly, we redesigned the website with best SEO practices in mind which ultimately led to lower cost per click when we used the website to run the firm’s advertising campaign.
The general result was a stronger digital foundation for both organic and paid search.
From Mason & Co to LFCS Legal
In 2025, Mason & Co merged with LFCS, expanding the firm’s service offering and resulting in the new LFCS Legal brand. This naturally created a new digital challenge.
A merger isn’t simply a matter of changing a logo. For a law firm, a rebrand or merger can affect:
- Website architecture,
- Domain strategy,
- Search visibility,
- Landing pages,
- Brand identity,
- Conversion journeys,
- PPC campaigns,
- Client communications, and
- Online reviews.
Having already worked with Mason & Co’s partners for several years, Intellistart was able to support the transition rather than starting from scratch with a new agency.
The New LFCS Legal Website
Following the merger, we worked with the client on the new LFCS Legal website, completed in March 2026.
The project included:
- Tailored website design and development,
- Landing/service page design,
- Brand assets,
- Conversion-focused page structures, and
- Digital marketing considerations.
The new website provides LFCS Legal with a platform capable of supporting its expanded service offering and future marketing activity.
Introducing CRM & Enquiry Tracking
As part of the campaign, we also onboarded the team onto a CRM which is an important part of modern legal marketing.
Generating an enquiry is never the end of the marketing journey. The real questions are:
- Was the enquiry relevant?
- Was the lead contacted?
- Did the person book a consultation?
- Did they become a client?
A CRM provides the infrastructure needed to answer those questions and helps us track enquiries.
Furthermore, when used efficiently, it allows the firm to track enquiries more systematically and creates the potential to connect marketing activity with what happens after someone contacts the firm.
From PPC Management to a Legal Growth System
This is one of the most important lessons from the LFCS Legal project: effective legal marketing isn’t simply about running advertisements and the strongest results come when the different parts of the client journey work together.
For LFCS Legal, that journey has developed from Google Ads and landing pages, to a brand new website with CRM tracking in place, and better client management.
This is the approach we refer to as a Legal Growth System.
Instead of treating PPC, websites, SEO and client intake as separate services, we help law firms connect the systems that sit behind their growth.
More about Legal Growth SystemsTestimonial
“We’ve worked with Intellistart since October 2022 across Google Ads, landing pages and website design.
Joel has handled our PPC and landing page work and has also assisted with Trustpilot and review setup.
Ewelina has created the website design work for us, including the Mason & Co site (to make it compliant) and more recently the LFCS Legal website completed in March 2026.
I personally would highly recommend Intellistart for the excellent website development and advertising services for all legal firms and professionals. Their Team is not only knowledgeable, but highly approachable at all times and work beyond normal working hours to understand the specific needs of each individual and the law firm as a whole.
I found them to consistently deliver a high quality service pending the final delivery of a modern, user-friendly website tailored to attract and engage clients effectively.
Their advertising and marketing expertise has proven invaluable in helping our firm strengthen online presence and generate new business.
They have been diligent, responsive and transparent throughout the process, always communicating clearly about timelines and costs involved.
I would confidently recommend Intellistart to any law firm or legal professional seeking reliable and effective marketing website solutions.”
– Joanne Feldman
Partner at LFCS Legal Solicitors
What This Law Firm PPC Case Study Demonstrates
The LFCS Legal project illustrates several important principles for law firms considering Google Ads.
1. You don’t necessarily need a huge PPC budget
A carefully managed budget can compete effectively for valuable searches.
The objective should be to maximise the value of available spend rather than simply increasing the monthly advertising budget.
2. PPC works best when supported by a strong website
Sending paid traffic to an ineffective website creates unnecessary friction.
Landing pages and websites should be designed around the needs of prospective clients.
3. Lead generation is only part of the process
Law firms need to understand what happens after someone submits an enquiry.
CRM and intake systems can provide the visibility needed to understand lead quality and improve the client journey.
4. Marketing should evolve alongside the firm
LFCS Legal’s journey from Mason & Co demonstrates why legal marketing needs to be flexible.
When a firm changes its structure, brand or service offering, its digital infrastructure needs to evolve with it.
5. Long-term relationships create better marketing
Having worked with the firm since 2022, we already understood its business, marketing history and objectives when the merger and rebrand took place.
That continuity provided a significant advantage.
FAQs
There is no universal budget that works for every law firm. The appropriate budget depends on the firm’s practice areas, location, competition, available search volume and commercial objectives.
We generally recommend that law firms starting PPC advertising budget for around £1,000 per month in advertising spend as this amount allows enough data to be collected for meaningful optimisation.
Lower budgets (from £750 per month) can work, but they often slow down campaign learning and make it harder to identify winning campaigns due to being unable to gather enough meaningful data.
Our management fee is then separate from your advertising spend.
Yes. Budget is only one factor in PPC performance.
Campaign structure, targeting, relevance, landing-page experience and ongoing optimisation can all influence how effectively a firm competes.
A specialist PPC agency can manage campaign strategy, keyword targeting, advertisements, bidding, conversion tracking, landing pages, search-term analysis and ongoing optimisation.
To learn more about PPC advertising, read our Guide to Google Ads for Law Firms.
The Complete Guide to Google Ads for Law FirmsTo find out more about our PPC service and what we do, visit our PPC advertising service page.
PPC Services for Lawyers & Law FirmsCRM tracking helps law firms understand what happens after an enquiry is generated. Rather than measuring only clicks and form submissions, firms can begin to understand lead quality, consultations and ultimately client acquisition.
CRM is also a useful tool for you and your marketing team to communicate with each other about the enquiries. Most CRM systems allow you to make notes and update lead status which helps your marketing expert see what quality leads are being generated by your campaigns.
Explore all legal growth systemsNo. Our work with LFCS Legal demonstrates our broader approach, incorporating PPC, landing pages, website design, CRM and enquiry tracking.
We help law firms build connected Legal Growth Systems rather than treating individual marketing channels in isolation.
Looking for a Google Ads Agency for Your Law Firm?
The LFCS Legal case study demonstrates our approach to legal marketing: make the budget work harder, build the right infrastructure and continually improve the journey from search to client.
If you’re spending money on Google Ads but aren’t sure whether you’re getting the maximum value from your budget, we can help. We offer law firms a complimentary Google Ads account audit to identify opportunities around:
- Campaign structure
- Keyword targeting
- Search terms
- Conversion tracking
- Landing pages
- Budget allocation
- Lead quality
- CRM and enquiry tracking
Your budget should work as hard as you do.
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