4.5X ROAS in 2 Months for a London Law Firm

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Years of running paid acquisition end-to-end across markets

4.5X ROAS in 2 Months for a London Law Firm

Google Ads rebuild plus landing page CRO. The account was spending hard but converting weakly.

The Problem

A London law firm was running Google Search ads aggressively, but the inquiries were the wrong fit. Most were researching traffic or people sitting outside the firm’s service area.

The structure made it worse. Different legal services were grouped, so the budget was getting spread thin without proper intent control. Landing pages weren’t helping either. Generic copy, weak trust signals, soft CTAs.

ROAS was sitting around 1X. The account was running but not paying for itself.

What I Did

1. Audited the account. Mapped where the budget was actually going and where the real opportunities were sitting. The audit surfaced the main issues. Keyword intent was too broad. The campaign structure was making it worse. The landing pages weren’t built to convert qualified traffic.

2. Restructured the campaigns by intent. Each legal service got its own campaign. High commercial intent searches were separated from research traffic, and location targeting was tightened to the firm’s actual service area.

3. Cleaned up the keywords. Cut weak search terms and built a heavy negative list blocking legal definitions, free advice queries, DIY templates, and law school topics. A noticeable chunk of wasted spend disappeared inside the first few weeks.

4. Rebuilt the landing pages. New headlines aimed at the problem people were actually searching for. CTAs moved up and were made specific to consultation requests instead of generic contact us buttons. Trust elements went higher up the page. The form got tightened and mobile experience was cleaned up.

5. Tuned UX from behaviour data. Watched scroll depth, bounce points, and CTA engagement. Where visitors were losing confidence, I changed the section structure or the messaging. That loop ran every couple of weeks for the first two months.

6. Reallocated bidding and budget. Once the data was clean, I shifted spend toward keywords and campaigns producing actual consultations. The strongest services and best performing locations got more budget. Underperforming segments were paused or reduced.

The Results

After 2 months

ROAS moved from roughly 1X to 4.5X
Lead quality became consistent enough that the firm could act on inquiries
35+ legal inquiries got booked in the 2 months, 40% more compared to the previous months
Conversion rate across the landing pages improved by 30%
Wasted spend on irrelevant searches was cut by 25%