Competing in a High-Cost Industry With Poor Lead Quality
Mark Reynolds Solicitors operates in one of the most competitive and expensive verticals in paid search. Legal keywords attract high CPCs, and the firm had been experiencing a common problem — paying for leads that didn’t convert into actual appointments.
The dual challenge was to bring down the cost of acquisition while simultaneously improving the quality of the leads coming through — ensuring the sales team were spending their time with genuinely interested, relevant prospects.
A Location-Led Keyword Strategy
My research identified that location-based keywords — including ‘local’ and ‘near me’ search terms — consistently carried lower CPCs than broad legal terms, while delivering higher-intent traffic. People searching for a solicitor near them are typically looking for face-to-face support with a specific case, making them far more likely to book an appointment.
I restructured the campaigns around these location-based keyword themes, reducing wasted spend on expensive generic terms and focusing budget where it would drive the highest-quality leads for the firm.
- In-depth keyword research focused on location-based search terms
- Targeting ‘local’ and ‘near me’ keywords with lower CPCs and higher intent
- Campaign restructure to eliminate wasteful spend on generic terms
- Strategy aligned to the firm’s ideal client profile and case types
Better Leads. More Appointments. Every Month.
The location-led strategy delivered a 40% increase in lead-to-appointment conversion rate, and the account now consistently generates 40 qualified appointments per month.
This provides the firm with a reliable, predictable pipeline of new business every month.