King Street Solicitors – Enhancing Digital Performance with SEO and PPC
King Street Solicitors are a well-established, trusted law firm specialising in family law. Known for their supportive and personable approach, they provide clear, practical legal advice during often sensitive situations. With strong roots in the local community, their focus has always been on building trust and delivering a high standard of client care.
We’ve worked with King Street Solicitors for nearly a decade, building a long-term partnership that has evolved alongside their business and the ever-changing digital landscape.
The Challenge
Operating within the legal sector presents a significant digital challenge – particularly due to high cost-per-click (CPC) and intense competition.
Working with a limited budget, it was essential to ensure every pound delivered maximum impact. Over time, their existing PPC campaign had become diluted, trying to target too many services without a clear focus, ultimately affecting performance and efficiency.
In addition, Google’s advertising restrictions around certain legal services limited when and where ads could appear – adding another layer of complexity.
Our Approach
We decided a short while ago to start from scratch with the PPC activity. The campaign we had been managing had been running for a long time, and over time its purpose had become diluted. After speaking with King Street Solicitors, we agreed the best approach was to refocus on a single core service, ensuring the limited budget was being used as efficiently as possible.
The first step was to implement proper conversion tracking across the website and build out relevant goals within Google Ads. These goals are what allow Google to optimise effectively and target users more likely to convert — without accurate tracking in place, campaigns simply don’t perform as they should.
Once tracking was established, we launched a completely new campaign, focused tightly on that single service. While this initial setup did deliver results, we found it was too restrictive in practice, and the cost per click within the legal sector made it difficult to scale within the available daily budget.
Because of this, we shifted the strategy to a Performance Max (PMax) campaign. As with any PMax setup, there are pros and cons — the main drawback being reduced manual control as more responsibility is handed over to Google’s automation. However, in this case the benefits clearly outweighed the negatives. PMax provided wider ad placement, improved user targeting, and a significantly lower cost per click.
It’s also worth noting that Google’s policies around the specific legal service we are promoting add an additional layer of limitation, restricting when and where ads are able to show.
Since moving to Performance Max, the results have been significant:
- Clicks have increased by 81%
- Average cost per click has dropped by 49%
- Conversions have increased by 1600%
- Conversion rate has improved by 134%
Local SEO & Targeting Refinement
Alongside PPC, we continued to evolve their SEO strategy in line with the overall focus on generating high-quality local enquiries for King Street Solicitors.
We refined the approach to concentrate on a 10-mile radius around Wakefield, ensuring we were only targeting the most relevant local audience. From there, we worked on improving local visibility and search rankings, while also enhancing the website experience to encourage more enquiries and improve conversion rates.
A key focus was also on targeting high-intent family law searches, making sure the traffic coming through was not just higher in volume, but more likely to convert into meaningful consultations.
As a result, the website now consistently generates:
- 10–20 high-quality enquiries per month
- Stronger local leads with higher intent to convert
- Increased in-person consultation opportunities
The Outcome
After almost 10 years of working together, King Street Solicitors continue to see the value of a strategy that adapts, evolves, and delivers.
By combining long-term SEO growth with data-driven PPC optimisation, we’ve built a reliable and efficient lead generation engine – even within the constraints of a competitive market and limited budget.
We continue to support the team with ongoing optimisation, strategy, and account management, ensuring their digital presence remains effective, relevant, and aligned with their business goals.
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