Google Ads for conveyancing solicitors: what a click costs

This guide is for partners and practice managers at SRA-regulated firms that do residential conveyancing and are weighing up Google Ads. It also helps if an agency has quoted a budget and you want to check it against the market. It covers what clicks cost for conveyancing searches, which searches to leave alone, where to send the click and the rules on the ad itself. For the general method, see our guide to PPC for law firms.

One limit up front: we found no measured search volume for "Google Ads for conveyancing solicitors" itself. This page exists for its click-cost table, not to catch traffic.

What does a click cost for conveyancing searches?

It depends on the wording, from about £6 to about £27 across the main searches in the table. Our data covers 13 searches a conveyancing client might type, with Google UK monthly searches and an estimated cost per click for each.

The figures come from DataForSEO, a keyword data service. It reports cost per click in US dollars, so pounds are converted at HMRC's October 2026 rate of 1.3456 US dollars to the pound and rounded to whole pounds. "Labs" is DataForSEO's own keyword database and "Ads" is Google Ads volume.

• Labs rows, pulled 8, 12 and 20 October: conveyancing solicitors, near me, quotes, fees, how much does conveyancing cost, solicitor quotes and new build near me.
• Ads rows, pulled 17 October: the five city searches and the fees calculator.

Look at the gap between wordings. A click on "conveyancing quotes" is estimated at about 2.5 times one on "conveyancing solicitors near me". "How much does conveyancing cost" is the cheapest in the table at about £6.

Our reading is that searches about price attract more bidders, because comparison sites and referral firms compete for them. DataForSEO doesn't show who is bidding, so this is a guess from the pattern.

Two things to keep in mind:

• The two DataForSEO sources differ slightly: "conveyancing solicitors london" shows 22.09 USD in Labs on 12 October and 24.82 USD in Ads on 17 October.
• These are auction averages, not what any firm pays per instruction.

The last row has only 30 searches a month, so one advertiser could move its price. Read it as a warning that new-build searches can cost far more, not as a benchmark.

What did clicks cost one conveyancing firm?

One firm's main search campaign paid about £2.56 a click, far below the estimates above. The figures come from a conveyancing firm we work with, not from DataForSEO. It spent £2,728.13 on 1,067 clicks from 1 September to 26 October 2026. The records don't show why the price was so low, and keyword estimates are a guide only.

The CRM undercounts instructions, so treat 9 as a minimum. Over 2 September to 26 October the recorded rates were 5.3% for Meta and 4.6% for Compare My Move. With 9 instructions, that is too few to call Google the better source.

These are the firm's own costs, not a Naelar fee. Naelar never charges per signed case or takes a share of the firm's fees. They are one firm's figures, and results vary by firm, area and market.

Searches that led to a quote request in that account included "conveyancing fees", "cost of conveyancing", "cheap conveyancing", "shared ownership solicitors" and "right to buy solicitors near me". Town searches such as "solicitors southampton" converted too, and the firm takes quote requests from across the country.

Each of those searches brought one or two clicks, so none is a pattern on its own.

Two tests failed. A Display campaign and a YouTube campaign spent £303.48 between them and brought no conversions, so both were paused. Phones brought 85 of the account's 107 conversions, so check your quote page on a phone first.

How does a click turn into a quote request?

The click should land on a page that asks a few questions and sends a quote. The flow below shows the route we build, with the quote speed recorded at one firm.

1. SearchSomeone types a search such as "conveyancing fees".
2. ClickThe ad opens the quote page, not the home page.
3. QuoteThe quote is emailed, a median of 6 seconds after the enquiry for this firm.
4. CRMThe enquiry lands with its source, so you can count instructions.

One firm's own records, 2 September to 26 October 2026 for quote speed. Results vary by firm, area and market.

The page matters as much as the ad. On this firm's old quote page, 7.0% of page loads ended in a lead (155 of 2,200, 9 to 22 September 2026). On the new page it was 9.9% in its first 14 days, 24 September to 7 October (236 of 2,395). In the 14 days to 26 October it was 11.4% (377 of 3,293).

The count includes repeat quotes, and the firm's traffic sources changed over the same weeks, so not all of the rise is down to the page.

Our conveyancing marketing services page sets this against the firm's other sources of quote requests.

Which conveyancing searches are worth bidding on?

Start with searches that name a place and "solicitors", because they come from people choosing a firm. Bid on price searches only if your landing page (the page the ad opens) shows your prices.

Searches for "conveyancing quotes" and "fees calculator" come from people comparing costs. They convert only if your page answers the question fast. The guide to a conveyancing quote calculator on your website covers what a quote form should ask.

Weigh each search against the work you want. A firm with one office should usually start with its own city and "near me", not "conveyancing solicitors" on its own, which is the biggest and most expensive phrase.

Which conveyancing searches should you keep out?

Keep out job seekers and anyone not looking to instruct a conveyancer. A negative keyword is a word that stops your ad showing for searches containing it, and Google says "Negative keywords let you exclude search terms from your campaigns".^[4]

In DataForSEO Labs for Google UK, pulled 8 October 2026, "conveyancing assistant" gets about 480 searches a month at an estimated 0.09 USD a click. "Conveyancing legal secretary" gets about 30. Prices that low suggest almost nobody bids on them, which fits job seekers.

A starting list of negatives: jobs, assistant, secretary, salary, course, training and apprenticeship. Add to it from your own search terms, as the next section explains.

How do you set up a first conveyancing campaign?

Start narrow, with tracking in place before the first click. These steps are the order we'd use.

1. Pick your own city and "near me". A small budget spread over ten towns teaches you nothing.
2. Choose the location setting on purpose. "Presence or interest" reaches people who "have shown an interest in your targeted locations".^[5] "Presence" is for when "You only want to target users in specific locations".^[5] People moving into your area may only show interest, so decide which you want.
3. Send the click to your price page. The SRA says cost information must be "clear and accessible and in a prominent place on your website".^[8] Our SRA Transparency Rules checklist lists what to publish.
4. Track calls and forms as enquiries, then enquiries as instructions. A CRM holds every enquiry and its stage, and our intake and CRM page covers the setup. For the quote stage, see conveyancing quote software and what a conveyancing CRM needs to do.
5. Add negative keywords on day one, then read the search terms report weekly. Google describes it as showing "how your ads performed when triggered by actual searches within the Search Network".^[3]

Should you run the ads yourself or hire an agency?

Run them yourself if someone at the firm can read the search terms report every week and has time to act on it. Hire help if nobody can, but keep the ad account in the firm's name.

Whoever runs the account, the same checks apply. Ask who owns the account, what the monthly fee covers and whether you can see every search term and its cost. The firm should be able to remove the agency's access at any time.

The SRA treats ads an agency writes as the firm's own publicity (see what the SRA and ASA rules say), so have your COLP check them before they run. Our guide to choosing a legal marketing agency has the longer list of questions.

Should a conveyancing firm start with Google Ads or local SEO?

Ads bring enquiries from the week they start and stop when the budget does. Local SEO takes months to build and has no cost per click. The two can run side by side.

Ads suit a firm that needs instructions soon and has a quote page that works. Local SEO suits a firm that can wait and wants the profile and price page in good order first. Our local SEO guide for conveyancing solicitors covers that side.

What mistakes waste a conveyancing ad budget?

Most come from the setup, not the bidding. Four are worth checking first.

• Sending the click to the home page, not the quote page, loses people who wanted a price.
• Bidding on "conveyancing solicitors" alone with a small budget buys the most expensive clicks in the table.
• Skipping negative keywords pays for job seekers.
• Display and YouTube can spend without converting: in one firm's account, tests there spent £303.48 with no conversions and were paused.

Phones brought 85 of that firm's 107 conversions, so a quote page that is hard to use on a phone wastes the click as well.

What do the SRA and ASA rules say about the ad?

Your ad is publicity, and the SRA Code of Conduct says publicity must be "accurate and not misleading".^[6] The SRA's warning notice adds that this "also includes any marketing material used by third parties that you work with", so ads an agency writes count as yours.^[7]

The ASA's CAP Code applies as well: "Marketing communications must not materially mislead or be likely to do so."^[9] If an ad quotes a price, the page it opens should show the same one. Check your ads with your COLP before they run.

How do you know if the ads are working?

Follow each pound from click to enquiry to instruction, and judge the campaign on cost per instruction compared with the fee a new matter brings in. The full method is in our PPC guide for UK solicitors.

Nobody can tell a firm its cost per instruction before an account has run. If you also buy leads or sit on a panel, compare those sources on the same basis. Our guide to conveyancing leads and panels does that.

Ads are one route among several. The local SEO guide for conveyancing solicitors covers the Google profile and map results, which cost nothing per click. The conveyancing marketing page shows what each source earns you.