City Legal Solicitors

City Legal are a boutique London-based firm with over 10 years of expertise specialising in Corporate Immigration. They were searching for a PPC agency to solidify their presence in the B2B space and capitalise on the growing demand across the UK for expert legal counsel in international recruitment and business immigration.

The primary objective was to capture high-value “Tier 2 Sponsor License” enquiries through a multi-channel approach across Google Ads and Bing Ads. The client’s previous legal PPC campaigns, managed by another agency, were failing to convert traffic into actual business at an efficient rate.

We identified a significant disconnect between the communication strategy and user experience. To rectify this, we needed to build a dedicated, high-engagement landing page designed specifically for business decision-makers, ensuring every click had the best possible chance of through a seamless journey from their initial search, to becoming a signed client.

We built and executed a tailored PPC and landing page strategy centred entirely on high-intent lead quality and decision-maker engagement, aligning their targeted Google and Bing messaging with a professional on-page experience built specifically for high-value new clients.

• Reconstructed the firm’s search architecture from the ground up across both Google and Bing Ads to focus strictly on high-intent terms like Tier 2 Sponsor Licenses.
• Designed and developed a bespoke landing page tailored to corporate decision-makers, eliminating the previous mismatch between the ad copy and the website.
• Created a seamless, clear user journey that guides business clients naturally from their initial search query to booking a consultation.
• Tightened campaign targeting to deter low-value traffic, choosing to focus on lead value over click volume to make the budget work harder.

The shift in strategy transformed their legal lead generation results almost immediately, delivering higher quality corporate leads and a much better return on ad spend.

• 64% increase in new signed clients within the first seven months.
• 16% reduction in cost per acquisition, stretching the budget further.
• 177% increase in the conversion rate from initial contact to becoming a client.
• 55.19% lift in the landing page conversion rate due to the improved user path.