PAIL Solicitors: Early Google Ads Results for a London IP and Media Law Firm
PAIL Solicitors is a principal-solicitor-led London firm advising on intellectual property, media and commercial law. Its Google Ads account is at an early stage: so far it has recorded 4,492 clicks at £2.38 and 17 conversions at £584.67 each.
Early results. This account is at an early stage. The figures below are everything recorded so far, shared as an honest early snapshot rather than a finished result.
ROAS isn’t shown because conversion values weren’t tracked.
The story in three parts
The challenge
General context for this type of business, not a description of what happened in the account.
- Expensive, competitive legal searches: law is one of the costliest categories on Google Ads.
- Selective intake: a firm that accepts instructions selectively needs fewer, better-qualified enquiries, not volume.
- Paid consultations: ads have to attract people ready to pay for advice, not those looking for free help.
What we did
Prashant Kumar, PPC Fitter’s founder (ex-Google, 2017–2021), managed PAIL Solicitors’s Google Ads account. In its early stage, the account has generated 17 conversions from 4,492 clicks for a specialist London firm whose enquiries lead to a paid, fixed-fee consultation.
What the numbers mean
So far, £10,684.30 has bought 4,492 clicks at £2.38 and 17 conversions at £584.67 each. For a specialist firm whose work starts with a paid consultation, the value of one instructed client is what to weigh that against. These are early numbers, not a finished result, and no value was tracked, so ROAS isn’t claimed.
17 conversions from 4,492 clicks, at £584.67 per conversion
Full numbers
The results (GBP, all time)
| Clicks | 4,492 |
|---|---|
| Impressions | 164,303 |
| CTR | 2.73% |
| Avg. CPC | £2.38 |
| Cost | £10,684.30 |
| Conversions | 17 |
| Conversion rate | 0.41% |
| Cost / conversion | £584.67 |
| Conv. value / conversion | £0.12 |
| Conv. value / cost (ROAS) | 0 |
At a glance
| Client | PAIL Solicitors (pailsolicitors.co.uk; unnamed GBP account in Google Ads) |
|---|---|
| Industry | Law firm: intellectual property, media, entertainment and commercial law |
| Location / market | London, United Kingdom; UK and international clients |
| Website | pailsolicitors.co.uk |
| Platform | Google Ads |
| Currency | GBP (£), the account’s own currency |
| Period | All time, per the Google Ads export |
| Key result | 17 conversions from 4,492 clicks, at £584.67 per conversion |
Computed from the figures above
| Computed figure | Value | What it means |
|---|---|---|
| Clicks per conversion | ≈ 264.2 | Clicks needed, on average, for one conversion |
| Impressions per conversion | ≈ 9,665 | Ad views needed, on average, for one conversion |
| Cost per 1,000 impressions | ≈ £65.03 | The price of showing the ads 1,000 times |
About PAIL Solicitors
PAIL Solicitors was founded in March 2009 as a boutique London law firm and incorporated as PAIL Solicitors Limited in December 2021. Its founder and principal solicitor, Peter Adediran, has worked as an internet lawyer since 1999.
- Practice areas: copyright and trade-mark disputes, licensing and patents; technology, AI and platform law (privacy and UK GDPR, esports, digital assets); film, TV and publishing contracts; modelling, influencer and talent agreements; and online content removal and defamation.
- Clients: agencies, start-ups, e-commerce brands, creators and international founders setting up in the UK.
- Sales funnel: a confidential enquiry form or phone call, an optional free 15-minute suitability call, then a paid fixed-fee scoping consultation. The firm doesn’t offer free consultations, legal aid or no-win-no-fee work.
Sources:
Key takeaways
- In legal services, qualify enquiries early (e.g. state that consultations are paid) to avoid paying for unsuitable leads.
- Measure cost per instructed client, not just cost per enquiry.
- Use negative keywords to filter out free-advice and legal-aid searches.
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