Case study · Legal · Local + UK · PPC + SEO · 2023–2025
From referral-reliant to pipeline-saturated.
Gavin Edmondson came in with a strong reputation and a thin pipeline. Two years of dual-channel PPC and SEO took them from a homepage-only Google footprint to a national, service-led lead engine. Eventually they asked us to pause.
Where it hurt.
Gavin Edmondson is a Northwich solicitors firm specialising in family law alongside personal injury, will disputes, medical negligence, and wider practice areas. They came to Mira in February 2023, looking to dominate the local Google Ads landscape and start generating leads beyond Northwich.
Over 90% of their organic traffic was branded, landing on the homepage or the contact page. Specialist service pages were effectively invisible. PPC had a low quality score because ads and landing pages didn't speak to each other. The pipeline depended almost entirely on referrals.
What we saw.
Gavin Edmondson didn't have a traffic problem. They had an alignment problem. Their ads, their service pages, and the actual searches their buyers ran were three different conversations. Until those aligned, no amount of budget would fix the quality score or the pipeline.
What we did, and why.
- 01 · Diagnose the alignment gap
Full audit across PPC and SEO. Map every service to the queries that actually mattered. Identify where ads, keywords, and landing pages had drifted apart.
- 02 · Restructure PPC by service intent
Rebuild campaigns service-first: will creation, estate administration, power of attorney, trusts, divorce, child arrangements. Tight keyword targeting, intent-matched ad copy, landing pages aligned. Layer DSAs to surface real search behaviour, feeding insights back into the core campaigns. Expand into Performance Max once the data was clean enough.
- 03 · Rebuild SEO for commercial intent
Sprint-based execution: keyword and competitor mapping; page and topical cluster build-out (Driving Offence Solicitors, Workplace Injury Claims, Road Accident Claims); service-page revamp with intent-led copy and schema markup; internal linking and technical clean-up; content prune and refresh. Goal: get found by people actively looking for legal services.
The numbers, in plain language.
PPC clicks rose from 4,931 in 2023 to 10,680 in 2025 (+116%). Conversions moved 391 to 693 (+77%). Conversion rate held above 5% throughout (high for the legal category) and crossed 6% in 2025.
SEO performance in the first six months: clicks +322% (1.78K to 7.5K), impressions +239% (217K to 737K), CTR +25%. Fifty-plus new commercial-intent keywords ranking, many in the top five. Average position improved by 2.2.
By late 2025, the pipeline had filled to capacity. The client paused marketing temporarily to onboard new staff and create capacity for the workload the programme had generated.
| Year | PPC clicks | Conversions | Conv. rate |
|---|---|---|---|
| 2023 | 4,931 | 391 | 5.49% |
| 2024 | 8,592 (+74%) | 450 (+15%) | 5.49% |
| 2025 | 10,680 (+24%) | 693 (+54%) | 6.28% |
For brands like yours.
If your pipeline depends on referrals, growth will always feel uncertain. The shift is from hoping for enquiries to engineering demand. Once the ads, the pages, and the intent are aligned, scale becomes predictable.
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