In short
For an immigration enquiry at a UK firm, the date the person's current permission ends sets how fast the firm needs to call back. Naelar's immigration law firm marketing for SRA-regulated solicitors in England and Wales covers ads by visa route, and intake records that date and the enquirer's language.
Every decision on the case stays with a solicitor. We're not a law firm, and your firm signs off everything first.
What does marketing for immigration solicitors cover?
Ads, intake and booking, run as one system so an enquiry doesn't stall between them. Search engine optimisation (SEO) is a slower, separate job.
- A message sent in Urdu, answered two days later in English.
- Nobody notes when the caller's current permission runs out.
- A receptionist tells someone they don't have a case.
- A consultation booked with no fee and no time zone shown.
- Ads running in a language nobody at the firm speaks.
- Each one is an intake gap before it's an ads problem.
If referrals already bring you steady work, ads add to them. They don't replace referrals, and nobody can honestly promise you a number of enquiries from ads.
SEO for immigration solicitors covers your Google Business Profile, reviews, pages for each route, and being cited in AI answers. It takes months rather than weeks. That work sits under local SEO and AI search.
Which ads suit an immigration solicitors firm?
Google search ads reach people already looking for a solicitor, and Meta ads reach people before they search. TikTok is possible in the UK, but only with care.
| Channel | Who it reaches | What to know |
|---|---|---|
| Google search ads | People already looking for a solicitor | Split the account by route and city, such as spouse visas in Birmingham or settlement in Leeds. Each group gets its own landing page. These show how to split an account; they're not advice on which routes to offer. |
| Meta ads on Facebook and Instagram | Families planning an application months ahead | We found no immigration-only data showing Meta works for UK firms. If you try it, judge it on instructions, not clicks. |
| TikTok | Possible in the UK, but only with care | In November 2023 the ASA banned two TikTok posts by TMS Legal, a financial claims firm. The posts didn't make clear the people featured weren't genuine clients.[7] Legal Futures reported that the firm's marketing agency made the posts without the firm knowing.[7] |
Our guide to choosing a legal marketing agency lists what to get in writing.
We found no ruling about immigration firms on TikTok. Channel detail sits on our PPC management for solicitors page.
Who is responsible for the ads
- Whoever writes them, the ads are your firm's. For IAA-registered advisers, the IAA's practice note says "a registered organisation is solely responsible for the content of any advertisements it authorises".[6]
- Our ad copy makes no promises about outcomes and quotes no success rates. Paragraph 8.8 of the SRA Code of Conduct asks for publicity that is accurate and not misleading.[5] We don't advise contacting people who haven't asked to hear from you.
- Ad accounts are set up in your firm's name, and your firm owns them.
- Check ad wording and targeting with your compliance officer before anything runs.
Where ads should land
Cost per click varies by route and by city. The figure that matters is the cost of each instruction, which the CRM tracking shows.
Ads send people somewhere. Give each visa route its own page in plain words. Show the fee and the languages your team speaks, as the price section below sets out. Then ads and search both have a place to land. Our content marketing guide covers what to publish at each step and who signs it off.
Who may give immigration advice in the UK?
Only a qualified person may give immigration advice or services, under section 84 of the Immigration and Asylum Act 1999.[1] In practice that means solicitors and other authorised professionals, or advisers registered with the IAA (formerly OISC). Naelar works with SRA-regulated solicitors firms.
Section 84 of the Immigration and Asylum Act 1999 is short.[1] It says: "No person may provide immigration advice or immigration services unless he is a qualified person."[1] The full text is on legislation.gov.uk.
The adviser regulator changed its name. The OISC became the Immigration Advice Authority on 16 January 2025.[2] The government's notice says "All existing OISC registrations and arrangements remain valid".[2] That's why this page writes IAA (formerly OISC).
| Who gives the advice | Regulated by |
|---|---|
| Solicitors firms | Solicitors Regulation Authority (SRA) |
| Immigration advisers who aren't solicitors | Immigration Advice Authority (IAA, formerly OISC) |
What this means for us: the people answering your phones, here or overseas, never give immigration advice. They take details and book the consultation. Whether there's a case is a solicitor's call.
What should an immigration solicitor's price page show?
The SRA's price guidance covers applications under the Immigration Rules and similar work, but not asylum and some other categories. Our checklist lists them and walks through each point.
The SRA's price guidance was last updated on 30 September 2024. It says: "You are required to provide price information if you assist clients with the preparation and submission of immigration applications, excluding asylum applications."[3] Check your price wording with your compliance officer before it goes live.
The detail lives in one place. What to include, what to leave out, disbursements and VAT are all in our SRA price transparency checklist. The link opens its immigration section.
What should intake capture on the first enquiry?
Capture the visa route, where the person is now, the date their current permission ends, and the language they want to use. Those four details tell the firm how urgent the matter is and who should call back.
- Enquiry arrivesFrom an ad, a web form, a call or a message
- First reply in their languageFrom someone who can book, not a voicemail
- The same four questionsRoute, location, permission end date, language
- Consultation bookedFee, time zone and what to bring, shown up front
- Confirmation and remindersIn their language, logged against the matter
| Field on the first enquiry | Why the firm needs it |
|---|---|
| Visa route, such as spouse, skilled worker, settlement or citizenship | Sends the enquiry to the right solicitor |
| Location: in the UK or abroad | Sets the time zone and how the consultation runs |
| Date the current visa or permission ends | Shows how urgent the matter is |
| Preferred language | Decides who calls back |
| Urgent: yes or no | A flag the solicitor looks at first |
Which visa route is the enquiry about?
Tag each enquiry with the route the person is asking about. The six common routes below link to GOV.UK, and each can have its own ad group, landing page and enquiry type in the CRM.
| Route on GOV.UK | Enquiry type to tag in the CRM |
|---|---|
| Skilled Worker visa | Work |
| Student visa | Study |
| Family visas | Family |
| Standard Visitor visa | Visit |
| Live permanently in the UK | Settlement |
| British citizenship | Citizenship |
The permission end date goes into a diary prompt that your team reviews. We don't leave a deadline to automation alone.
Every enquiry lands in one CRM with its source attached, which is our intake and CRM service.
Reminders, messages to enquirers and call recording all involve personal data. Check the setup with your compliance officer before launch.
How do consultation booking and fees work?
The booking page lets people pick a time, see the consultation fee and what it covers, and learn how the solicitor will explain their prospects. Your firm sets the fee options. We set up the booking and the payment link.
Some enquirers are abroad, so the booking page shows a time zone selector. A confirmation goes out straight away. Reminders follow before the call, to cut no-shows.
Fee options your firm might choose between:
- a paid consultation at a set fee
- a fixed-fee first meeting covering a defined piece of work
- a free short call, then a paid consultation
These are options to discuss, not advice. We found no SRA rule that sets or bans a consultation fee. Ask your compliance officer whether that fee belongs on your price page.
The SRA published a warning notice on immigration work on 27 September 2023. It is direct: "You should not charge fees to make applications that have no realistic prospect of success."[4] It also tells solicitors to make sure the client "fully understands the strengths and merits of their case".[4] One way it lists is a written record, with a copy kept on file.[4]
That assessment is the solicitor's work. Our part is making sure the booking flow collects what the solicitor needs. The written record is then stored against the matter in your CRM.
How does multilingual intake work?
Replies, forms and reminders go out in the enquirer's language, using wording a solicitor at your firm has approved. We only build them for languages someone on your team can take a call in.
Each language needs a person behind it. If the only Polish speaker on your team leaves, pause the Polish ads and reminders until someone else can take those calls.
Translations and sign-off
The SRA's price guidance has a good practice tip: "Translate pricing information into languages commonly spoken in the communities you serve."[3] A translated page is still publicity, though. Paragraph 8.8 of the SRA Code of Conduct says publicity has to be "accurate and not misleading", so it should match the English version.[5]
A translation that shifts the meaning is your firm's risk, not ours. That's why sign-off sits with a solicitor, and why we never write our own translations into live pages.
Other channels and tracking
- We can also set up WhatsApp and call-back requests as intake channels that feed the same CRM.
- Remote intake staff can cover longer hours. They take details and book; they don't advise. More on that under remote intake and admin staff.
- In the CRM, each enquiry is tagged with its language. You can then see which languages turn into instructions. That's an example of what we measure, not a result.
What we do for immigration firms, and what we don't
We build and run the ads, the enquiry and booking flow, and the CRM behind them. Your compliance officer signs off the firm's regulatory position.
What we do
- Google Ads and Meta ads split by route, with landing pages: PPC management for solicitors
- Enquiry capture, CRM and consultation booking: Intake and CRM
- Remote intake staff for longer hours: Remote intake and admin staff
- Google Business Profile, reviews and AI search: Local SEO and AI search
- Every lead stays exclusive to your firm
What we won't do
- Let intake tell anyone whether they have a case.
- Write our own translations into live pages
- Publish an ad or page your firm hasn't signed off
- Buy, sell or share leads
The person behind Naelar is introduced on the about page.
What happens first when an immigration firm works with Naelar?
The first step is a call check. We call your firm, after hours too, and fill in its forms the way a new client would, then write down what happens.
Your firm owns its accounts: the Google Business Profile, ad accounts, CRM, tracking and website are set up in your firm's name. Nothing is built, published or sent before your firm signs it off.
Our guide to what your firm's logo, letterhead and site must show lists the items to check on anything we draft.
Who is this for, and who isn't it for?
SRA-regulated firms whose solicitors take immigration consultations every week.
It fits a firm whose team already answers in its clients' languages and wants enquiries sorted by route before a solicitor picks them up.
It isn't a fit if any of these apply:
- You want ads in a language nobody at the firm can take a call in yet. Hire or train for that first.
- You need a promised number of enquiries. Nobody can honestly give you one.
How we work
Who you'll work with
Rishabh Goria, the founder, is the person you deal with from the first call. He spent four years running intake, marketing and systems at law firms before he started Naelar. The intake steps on this page come from that time.
The first conversation is free, and we reply within one working day. You can also write to us through the contact page.
UK immigration marketing questions from firm owners
Short answers. Each one points back to a section above rather than repeating it.
Can we advertise on TikTok?
Yes, with care. Read the TikTok point in the ads section, including the November 2023 ruling on a claims firm's posts. US immigration firms are in a different position.
Can you promise a number of enquiries or instructions?
No. We track each enquiry from the ad to the instruction, so your firm can judge the ads on instructions rather than clicks.
Do you give legal advice or sign off our ads?
No. Naelar isn't a law firm. Your solicitors and your compliance officer decide what goes live.
Can your intake staff tell people whether they have a case?
No. Only a qualified person may give immigration advice, under section 84 of the Immigration and Asylum Act 1999.[1] The SRA's warning notice addresses the merits assessment to solicitors. Intake takes details and books the consultation.
What if enquiries arrive in a language nobody at our firm speaks?
Hold off on ads and translated pages in that language. Translate your price information first for the languages your team already handles, as the SRA's price guidance suggests.[3] The multilingual intake section covers the rest.
Do we need a price page for sponsor licence work?
The SRA's price guidance lists immigration services to businesses, such as certificates of sponsorship, as not covered.[3] The immigration section of our price transparency checklist has the detail; confirm your approach with your compliance officer.
Who owns the ad account?
Your firm. Ad accounts are set up in your firm's name, and your firm owns them.
Immigration is one of five practice areas we cover. See marketing for solicitors by practice area, including family law, personal injury and claims and conveyancing firms.
Working with US immigration firms? Read the US version of this page.
Sources
- Immigration and Asylum Act 1999, section 84, "Provision of immigration services", legislation.gov.uk/ukpga/1999/33/section/84. Checked 9 October 2026.
- Immigration Advice Authority, "Enhanced agenda and identity for UK immigration advice regulator", GOV.UK, 16 January 2025, gov.uk/government/news/enhanced-agenda-and-identity-for-uk-immigration-advice-regulator. Checked 9 October 2026.
- Solicitors Regulation Authority, "Transparency in price and service", updated 30 September 2024, sra.org.uk/solicitors/guidance/transparency-in-price-and-service. Checked 9 October 2026.
- Solicitors Regulation Authority, "Immigration work: warning notice", 27 September 2023, sra.org.uk/solicitors/guidance/immigration-work. Checked 9 October 2026.
- Solicitors Regulation Authority, "SRA Code of Conduct for Solicitors, RELs and RFLs", paragraph 8.8, sra.org.uk/solicitors/standards-regulations/code-conduct-solicitors. Checked 9 October 2026.
- Immigration Advice Authority (formerly OISC), "Promotional material: practice note", GOV.UK, updated 21 May 2025, gov.uk/government/publications/promotional-material-oisc-practice-note/promotional-material. Checked 9 October 2026.
- Legal Futures, "ASA bans law firm's TikTok adverts for misleading consumers", 15 November 2023, legalfutures.co.uk/latest-news/asa-bans-law-firms-tiktok-adverts-for-misleading-consumers. Checked 9 October 2026.
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