Harrow Legal Partners
Cutting cost per case in one of search's most expensive verticals
A commercial and employment law firm was paying premium click prices for enquiries outside its practice. We qualified upstream and built organic depth.
- Cost per qualified case
−0%
Cost per qualified case
- Organic enquiries
0.0×
Organic enquiries
- Wasted consultations
−0%
Wasted consultations
Illustrative sample — client, figures and quote are not real. Replace before launch.
The challenge
Where things stood
Broad legal keywords were consuming the monthly budget within a fortnight, and a large share of resulting enquiries concerned matter types the firm didn't handle. Partners were losing several hours weekly to consultations that could never convert. Organic visibility was limited to the firm's own name.
The strategy
What we decided to do
Replace broad terms with exact-match, matter-specific targeting
Qualify matter type before anything reaches the intake team
Build organic depth on specific matters where paid competition is thinner
Rewrite client-facing content in plain language
Execution
How it was built
Paid search restructure
Campaigns rebuilt around specific matter types and locations with an extensive negative keyword programme. Broad match was removed entirely.
Matter-type qualification
Enquiry forms capture matter type, jurisdiction and basic circumstances. Anything outside the firm's practice areas receives a courteous referral response automatically instead of a partner's hour.
Practice-area content
In-depth guides on specific matters, written in plain language for anxious non-experts and reviewed by the responsible solicitor before publishing.
Compliance-checked throughout
All copy was routed through the firm's compliance partner against the relevant regulator's advertising rules before going live.
Results
What it produced
Cost per qualified case fell 44% within two quarters, driven mostly by eliminating spend on matters the firm couldn't take. Organic enquiries grew 3.4× over the year as the practice-area guides matured. Partners recovered an estimated six hours weekly previously lost to unsuitable consultations.
- Cost per qualified case
−0%
Cost per qualified case
- Organic enquiries
0.0×
Organic enquiries
- Wasted consultations
−0%
Wasted consultations
The referral automation was the unglamorous change that mattered most. We stopped spending partner time on matters we were never going to take.
Services used
What this engagement covered
More work
Other engagements
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