Conveyancing is the highest commercial-value practice area in UK legal Google Ads. CPCs for residential-purchase search terms average £12–20, quote-stage conversions run at roughly 2–4 percent, and seasonality follows the UK housing cycle with peaks in March–May and September–October. Account structure and landing-page-per-intent matter more here than in any other practice area.
What a working conveyancing Google Ads structure looks like
A working conveyancing Google Ads account separates buy-side from sell-side, first-time-buyer from remortgage, and leasehold from freehold when volumes allow. Campaign budgets follow conversion value: residential purchases at £800–1,500 per completion, sales at £600–1,200, remortgages at £250–500. Each campaign carries its own landing page with the relevant fee breakdown, Land Registry costs, and search-pack charges itemised — “Contact us” pages convert at a third of the rate of dedicated quote pages. Phrase and exact match types carry eighty-five percent of impressions in well-run accounts; broad is reserved for a single experiment ad group running 10–15 percent of budget. Location targeting uses presence-based radius from the firm’s postcode for local work and town-name keywords for wider reach. The “cheap conveyancing quote” query and its thirty-plus variants belong on a negative list, not a bid list — they convert below one percent.
The three conveyancing intent clusters
Queries fall into three clusters, each requiring its own ad group and landing page:
- Buyer intent — “conveyancing solicitor near me”, “house purchase conveyancer”, “first time buyer solicitor”. Highest CPC (£15–22), highest conversion value. Landing page leads with fee breakdown, timeline estimate, and a single call-to-action.
- Seller intent — “solicitor for selling house”, “conveyancing quote sale”. CPC £8–14, separate campaign so budget doesn’t bleed into buyer work.
- Remortgage intent — “remortgage solicitor”, “transfer of equity”. CPC £5–10, lower case value but higher volume; benefits from Google’s broader audience targeting because the searcher is further from purchase decision.
Leasehold-only campaigns are added when the firm does 40+ leasehold completions per year — below that volume the keyword density isn’t enough to justify splitting from the freehold ad group.
Seasonality and budget planning
UK residential conveyancing follows the housing cycle. Peaks run March–May (spring market) and September–October (autumn buying window before year-end). Troughs run December–January and late summer. A year-round flat budget wastes spend in troughs and rations visibility in peaks. We set a 70 percent base budget with a 30 percent seasonal pool activated April 1st and September 1st, adjusted live using Search Lost IS (Impression Share due to Budget) as the trigger.
Landing pages that actually convert
Three elements separate a 4%-conversion landing page from a 1%-conversion one: (1) a quote form or phone CTA visible above the fold on mobile; (2) a fee table itemising legal fee, disbursements, and search pack total — no “from £X” without the full amount; (3) trust signals (Law Society badge, Lexcel, CQS) in the first screen. Generic “Get in touch” page conversion rates sit below 1 percent on conveyancing traffic because the searcher has already done price comparison across three or four firms by the time they click your ad.
Book an audit of your conveyancing ads
The 12-point audit identifies campaign structure, negatives coverage, and landing-page alignment specific to conveyancing. For context on why this is different from other practice areas, see Google Ads for UK solicitors. Pricing is flat — see the homepage. More on the studio at about.
Buy-to-let conveyancing as a separate ad group
Buy-to-let conveyancing carries different intent signals from owner-occupier work and warrants its own ad group when the firm completes 30+ BTL purchases per year. First, the queries differ: “buy to let conveyancing solicitor”, “investment property purchase solicitor”, “limited company conveyancing”, and increasingly “SPV property purchase”. Second, fees structure differently — typical BTL completion sits at £900–1,400 versus £800–1,200 residential, reflecting additional checks on tenancy, lender requirements, and SPV title work. Third, the SDLT surcharge on additional dwellings makes investor searchers acutely sensitive to total-cost framing, so landing copy must itemise the surcharge clearly per HMRC’s published SDLT rates. Trying to serve BTL queries from a residential-purchase ad group with residential-purchase landing copy converts at roughly half the rate. Separate the ad group, separate the landing page, and reference the SDLT bands directly. Conveyancing for a portfolio landlord is not a first-time-buyer journey.
Quote-form vs phone-CTA conversion split
Conveyancing query intent splits roughly 60 percent phone-CTA-friendly, 40 percent quote-form-friendly — varying by query head term. “Conveyancing quote” queries favour the form because the searcher wants comparable price; “conveyancing solicitor near me” queries favour phone because the searcher wants reassurance plus availability. The audit recommends both CTAs above the fold on mobile, phone weighted on the right (thumb-zone) and form on the left. Pure form-only landing pages convert at 1.5–2.5 percent on conveyancing traffic; pure phone-only at 2–3 percent; both-CTA pages at 3–4.5 percent. The lift is not from doubling intent — it is from removing the wrong-CTA friction tax. Track each CTA separately in Google Ads conversion settings using distinct conversion actions, otherwise the bid algorithm cannot allocate budget against actual completed-instruction value. One CTA is a guess. Two, properly tracked, is data.
Stamp duty changes and conveyancing search volume
SDLT threshold changes drive measurable Google Ads search-volume swings on conveyancing terms. The 2024 first-time-buyer threshold revert from £425k to £300k — effective April 2025 per HM Treasury’s published timetable — dropped first-time-buyer conveyancing search volume roughly 18 percent in the following quarter. The anticipated 2026 SDLT review is the next catalyst, and any band reshape will move both buyer and BTL search-volume curves within thirty days. Practical effect: conveyancing campaign budgets should reference HMRC’s announced SDLT timetable and Land Registry monthly transaction volumes, not last-year baselines. A March 2024 budget projection rolled into March 2026 without recalibration over-spends in low-demand months and under-funds in spikes. Set quarterly budget reviews against the gov.uk SDLT page and Land Registry’s monthly transaction release. Tax policy moves the housing market; the housing market moves the search curve. Plan from the source data, not from spreadsheet inertia.
Trust signals: Lexcel, CQS and the visible-fee bar
Three trust signals consistently lift conveyancing landing-page conversion 0.5–1.5 percentage points. First, the Law Society’s Conveyancing Quality Scheme (CQS) badge plus a verification link to the accredited-firm register on lawsociety.org.uk — the live link matters because savvy searchers click it. Second, the Lexcel quality-mark badge, which signals practice management standards beyond CQS and reads as institutional rigour. Third, and most decisively, an above-the-fold itemised fee table: legal fee, search pack, Land Registry fees, SDLT lodging, and total. Every recent conveyancing buyer has price-compared three or four firms before clicking, so vague “from £X” pricing without disbursement breakdown reads as evasive — and evasive loses to itemised every time. The visible-fee bar matters most because conveyancing has become a price-led category; refusing to publish numbers does not protect margin, it forfeits the lead. Show the figures or watch them click away.
CPC and conversion figures above are from LaunchedIn10 Law internal aggregates across UK residential conveyancing accounts, 2024–2026. Individual firm results will vary by geography, case type mix, and account maturity.