PPC Services
Google Ads That Generate Qualified Enquiries, Not Wasted Clicks
We manage paid search campaigns for law firms, private healthcare providers, and financial services firms. Every campaign is built around commercial outcomes: qualified leads, reduced acquisition costs, and compliance-safe ad copy from day one.
What Is PPC for Professional Services?
Pay-per-click (PPC) advertising, primarily through Google Ads, allows law firms, healthcare providers, and financial services firms to appear at the top of search results immediately for high-intent queries. You pay only when a potential client clicks on your ad. When managed correctly, PPC delivers qualified enquiries from day one while your organic search visibility builds over time.
The challenge in professional services is that legal, medical, and financial keywords are among the most expensive in the UK. "Divorce solicitor London" can cost £15 to £30 per click. "Plastic surgeon London" ranges from £8 to £20. "Wealth manager London" sits between £10 and £25. Without specialist management, these costs spiral quickly with little to show for it.
This is why professional services firms need a PPC partner who understands their market, compliance requirements, and how to maximise value from every pound of ad spend.
Why Most Professional Services PPC Campaigns Fail
Budgets are wasted on broad match keywords. Broad match terms like "lawyer" or "financial advice" attract clicks from people who will never become clients. In high-CPC markets, this waste compounds rapidly. A single week of poorly targeted spend can cost thousands with zero qualified leads.
Generic agencies do not understand high-trust markets. They use the same approach for a law firm as they would for a plumber or an e-commerce store. PPC for legal, healthcare, and financial services requires specialist knowledge of compliance rules, audience psychology, and the high-stakes nature of client decision-making.
Conversion tracking is broken or missing. We regularly inherit accounts where conversion tracking has not been configured correctly or has not been set up at all. Without accurate tracking, optimisation is guesswork and reporting is meaningless.
Landing pages do not convert. The best ad in the world fails if it sends prospects to a generic homepage or a page with no clear call to action. In professional services, landing pages need to build trust instantly through credentials, case outcomes, and social proof before asking for contact details.
Compliance is an afterthought. SRA advertising rules for law firms, ASA/CAP codes for healthcare, and FCA COBS 4 financial promotion rules all govern what you can and cannot say in paid ads. Agencies that do not understand these rules create compliance risk with every campaign.
Google Ads Management Built for High-Trust Industries
Campaign Strategy and Setup
Built Around Your Commercial Goals
We do not start with keywords. We start with your business objectives. Which practice areas, treatments, or services generate the highest lifetime value? Which geographies matter most? What does a qualified lead actually look like for your firm? These answers shape every campaign decision.
Our setup process includes:
- Commercial goal alignment (not just traffic targets)
- Keyword research focused on intent, not volume
- Negative keyword architecture to eliminate wasted spend
- Ad group structure mapped to practice areas, treatments, or service lines
- Conversion tracking across calls, forms, live chat, and email
- Attribution modelling to understand the full client journey
Ad Copy and Compliance
Compliant From Day One
Every ad we write meets the compliance requirements of your industry before it goes live:
For law firms: SRA advertising rules, no outcome guarantees, proper firm attribution, and qualification statements where required. For healthcare: ASA/CAP Code compliance, no misleading claims about treatment outcomes, proper qualification of results, and CQC registration references where applicable. For financial services: FCA COBS 4 financial promotions rules, risk warnings, past performance disclaimers, and FCA authorisation statements.
We do not write ads and then check compliance. Compliance is built into every line from the start.
Landing Page Optimisation
Turn Clicks Into Clients
We audit and optimise the pages your ads send traffic to, because the highest-quality ad in the world fails if the landing page does not convert. Our landing page approach includes:
- E-E-A-T signals above the fold (credentials, accreditations, case outcomes)
- Clear calls to action (phone, form, Calendly booking)
- Trust signals (reviews, testimonials, regulatory registrations)
- Mobile-first design (over 60% of legal and healthcare searches happen on mobile)
- Page speed optimisation (every second of load time reduces conversion rates)
- A/B testing on headlines, CTAs, and page layouts
Brand Protection
Stop Competitors Bidding on Your Name
Competitors in the legal, healthcare, and financial services sectors frequently bid on rival firms’ names. If someone searches for your firm by name and sees a competitor’s ad above your listing, you lose the client you already earned through reputation.
We run targeted brand protection campaigns that ensure your firm appears at the top when prospects search for you by name. For VK Law, our brand protection campaigns maintained 80%+ top-of-page impression share against competitors, including Stowe and Vardags, who were actively bidding on their brand terms.
Ongoing Optimisation and Reporting
Transparent, Commercial Reporting
We do not send you dashboards full of vanity metrics. Our reporting focuses on what matters commercially:
- Cost per qualified lead (not cost per click)
- Lead quality assessment (working with your intake team)
- Revenue attribution, where possible
- Wasted spending identification and elimination
- Competitor activity monitoring
- Monthly strategy calls to review performance and adjust targets
PPC and SEO Are Not Competing Channels
Most agencies sell PPC and SEO as separate services. We deliver them as an integrated strategy because they make each other more effective.
PPC provides immediate data for SEO.
Paid campaigns reveal which keywords and messages convert, which we then use to prioritise organic content development. This eliminates the guesswork that delays SEO results.
SEO reduces PPC dependency over time.
As organic rankings improve, you can strategically reduce spend on terms where you now rank well organically, redirecting budget to new opportunities or maintaining brand protection.
Both channels improve Quality Score.
Google rewards relevance. When your organic content and paid ads align around the same topics with strong landing pages, your Quality Score improves, reducing your cost per click.
AEO adds a third layer.
When your firm is also cited in ChatGPT and Perplexity, prospects who arrive via paid search already have a sense of your credibility. This increases conversion rates from paid traffic.
For Edwards Family Law, this integrated approach delivered 650% organic growth and an 80% reduction in PPC cost per acquisition simultaneously. The channels reinforced each other rather than competing for budget.
PPC for High-Trust Industries
Each industry has different compliance requirements, audience behaviour, and competitive dynamics. We manage campaigns differently for each.
PPC for Law Firms
Legal keywords are among the most expensive in the UK. "Divorce solicitor London" costs £15 to £30 per click. Without precise targeting and negative keyword management, budgets are quickly exhausted by unqualified clicks. Our legal PPC campaigns focus on practice area specificity, geographic targeting, and ad copy that complies with SRA advertising rules while differentiating your firm from competitors.
Key experience: 80% CPA reduction for Edwards Family Law. Brand protection against competitor law firms. 10 to 15× ROI on ad spend.
PPC for Private Healthcare
Healthcare PPC requires ASA/CAP compliance on every ad. Treatment outcome claims must be qualified, and references must include proper context before and after. We build campaigns around specific treatments and procedures, targeting patients who are actively researching rather than casually browsing.
Key experience: Google Ads campaigns for Harley Street consultants and specialist clinics. Compliance-safe ad copy for cosmetic, dental, and specialist medical services.
PPC for Financial Services
Financial PPC is governed by FCA COBS 4 rules. Every ad constitutes a financial promotion and must be fair, clear, and not misleading. Risk warnings and disclaimer requirements apply. We build campaigns that generate qualified leads while passing compliance review.
Key experience: Performance Max campaigns for ARK Wealth Management, targeting high-net-worth individuals.
PPC Results, Not Promises
Edwards Family Law
Family Law | SEO & PPC
The Firm: A growing family law practice in London looking to reduce reliance on referrals and generate qualified enquiries through paid and organic search.
The Challenge: High PPC costs with poor conversion tracking under their previous agency. Cost per acquisition was unsustainable, and lead quality was inconsistent.
What We Did:
- Complete campaign restructure around high-intent practice area terms
- Conversion tracking implementation (calls, forms, and live chat)
- Landing page optimisation with E-E-A-T signals and clear CTAs
- Negative keyword architecture to eliminate unqualified clicks
- Ongoing bid management and A/B testing on ad copy
The Results (January 2026 vs January 2025):
- 80% reduction in cost per acquisition
- 70% reduction in cost per click
- 236% increase in clicks (1,284 → 4,311)
- 96% increase in conversions
- Spend held flat
- 10 to 15× ROI on ad spend (client-confirmed analysis)
The previous agency was 40% more expensive and left 70% of site issues unresolved.
VK Law
Family Law | Brand Protection & PPC
The Challenge: Competitors were actively bidding on VK Law’s brand terms, capturing clients who already knew the firm.
What We Did:
- Brand protection campaign targeting all branded search terms
- Competitor monitoring and bid strategy adjustment
- Ad copy highlighting VK Law’s boutique, partner-led approach
The Results:
- 80%+ top-of-page impression share on branded terms
- Competitors successfully blocked from capturing branded traffic
- 300+ clicks per month on brand campaign with minimal spend
ARK Wealth Management
Wealth Management | Performance Max
Targeting high-net-worth individuals who researched competitor firms.
What We Did:
- Performance Max campaign reaching HNW individuals in London
- Ad copy emphasising independent, whole-of-market advice vs restricted advisers
- Full compliance process for all ad copy approvals
- FCA-compliant landing page with risk warnings and authorisation statements
Why Professional Services Firms Choose Us for PPC
Compliance Built In, Not Bolted On
Compliance Built In, Not Bolted On
SRA, ASA/CAP, GMC, FCA COBS 4. We know the advertising rules for each of our three verticals. Every ad is compliant before it goes live, not after a regulator flags it.
Commercial Outcomes, Not Vanity Metrics
Commercial Outcomes, Not Vanity Metrics
We report on cost per qualified lead, lead quality, and revenue attribution. Not impressions, not click-through rates, not Quality Scores. Those are our inputs. Your new clients are the output.
Integrated With SEO and AEO
Integrated With SEO and AEO
PPC does not exist in isolation. We use paid search data to inform organic strategy, reduce PPC dependency as organic rankings improve, and leverage AI search visibility to increase conversion rates from paid traffic.
Senior-Level Management
Senior-Level Management
Maximum 10 clients. Your campaigns are managed by senior strategists, not junior account executives learning on your budget. When you contact Fabled Labs, you work directly with Sean.
You Own Everything
You Own Everything
Your Google Ads account, your data, your conversion history. We manage campaigns in your account, not ours. If we part ways, you keep everything.
Frequently Asked Questions About PPC
Budget depends on your practice areas, geography, and competition—legal keywords in London range from £5 to £30 per click. Healthcare and financial services typically sit between £5 and £25. We recommend a minimum of £1,500 per month in ad spend for professional services PPC to generate meaningful data and results, plus our management fee.
PPC can generate enquiries from day one. However, campaigns typically take 4 to 8 weeks to optimise fully as we gather conversion data, refine targeting, and test ad copy variations. The best results come from sustained, data-driven optimisation over 3 to 6 months.
They work best together. PPC provides immediate visibility and conversion data. SEO builds long-term organic presence that reduces PPC dependency over time. For Edwards Family Law, the integrated approach delivered 650% organic growth and an 80% reduction in CPA.
Compliance is built into our process from the start. For law firms, we comply with the SRA advertising rules. For healthcare, ASA/CAP Code. For financial services, FCA COBS 4 financial promotions rules. Every ad and landing page is compliance-checked before going live.
We work on your account, always. You retain full ownership of your data, conversion history, and campaign structure. We never hold client data hostage.
Primarily Google Ads (Search, Performance Max, Display). We also manage Microsoft Ads (Bing) where appropriate, which often delivers lower CPCs for the same audience. Social paid (LinkedIn, Meta) is available for specific campaigns such as recruitment or thought leadership.
Monthly reporting focused on commercial outcomes: cost per qualified lead, lead quality (working with your intake team), revenue attribution where possible, and strategic recommendations. Plus a monthly call to review and adjust.
PPC management is included in our retainer engagements, which start at £5,000 per month for the integrated search package (SEO, AEO, PPC, and web management). For firms that need PPC only, we can discuss standalone arrangements.
Ready to Stop Wasting Ad Spend?
Book a free PPC audit. We will review your current Google Ads performance (or assess the opportunity if you are not yet running ads), benchmark against competitors in your market, and show you exactly where budget is being wasted and where the biggest opportunities sit.
No obligation. 30 minutes. If you have an existing account, we will review it before the call so we can give you specific, actionable feedback.