Case study · Google Ads for family law firms
Fullers Family Law has guided families through divorce since 2003, from its head office in Milton Keynes and a team across England. The firm had never run Google Ads before October 2025, and by September 2026 the ads were bringing in 111 enquiries a month.
For over 20 years, new clients had found Fullers through search rankings and referrals. When Martin and Joanne came to us in October 2025, the firm had never paid for a single click.
Family law is one of the most expensive places to advertise on Google, so the ads had to earn their keep from the first month.
People looking for a divorce lawyer are often going through the hardest months of their lives, so the brand had to come across as caring before anything else.
Fullers already had the proof, with 738 reviews on ReviewSolicitors at 4.9 out of 5 and a ranking of 34th out of 4,222 family law firms in England and Wales. We put those reviews at the top of every page, in their clients’ own words.
Real ReviewSolicitors reviews, placed high on every page.
Most people who get in touch have not decided anything yet, so the page says so and names the worries they arrive with: what they are entitled to, what it will cost, and what happens with the children.
Each worry is answered by what they will know after a free 30-minute consultation, so the page reads like the start of a conversation rather than a sales pitch.
The page meets people with their questions before it asks for anything.
Fullers have teams in Milton Keynes, London, Hertfordshire, Norwich and Birmingham, so we built a page for each location with the lawyers who work there.
Each page shows the address of the nearest office and a local phone number, so a national firm feels like one around the corner.
The Milton Keynes page, with the team who work there.
Every call and form ran through StrikeTwice, our call and lead tracking software, and the Fullers team marked each enquiry by whether it was a case they could take on.
That judgement went back into Google Ads, so the bidding learned to find people who needed a family lawyer rather than anyone searching the word divorce.
A year ago Fullers had never run a Google ad. Today the ads connect people going through a separation with a specialist family lawyer, and they brought the firm 111 enquiries in September 2026 alone.
Roughly one in six people who click an ad now get in touch. Paid search has become a steady source of new clients for Fullers, alongside the rankings and referrals they built over two decades.
The account from 1 to 28 September 2026.
We will go through what is currently live, suggest changes, and tell you if we are a good fit to work together.
