B P Collins Solicitors Case Study
New Google Ads account and ongoing management
Over 5 years of PPC management and counting…
B P Collins Solicitors is a multi-award-winning law firm providing high-quality legal advice to individuals, families and businesses. With more than 130 people across three offices and a strong reputation built on expertise, service and long-term client relationships. B P Collins has an experienced in-house marketing team.
While marketing has always been a strategic priority, the firm recognised that paid search requires specialist expertise and a different skill set. Despite their established marketing capability, they had not previously invested significantly in Google Ads and wanted an expert partner to help unlock its potential.
When they brought Conversion Legends on board in 2020, the brief was clear: build a Google Ads presence from scratch and generate as many qualified leads as possible, as efficiently as possible. There was no existing account to inherit, no historical data to lean on. Everything would be built from the ground up
Building a targeted presence around the services that needed it most
I built the account from scratch in around two weeks. Rather than advertising every B P Collins service, the focus was deliberately targeted – covering only the practice areas where additional leads were needed. The account launched with a focused selection of these services and expanded gradually over time as new areas were identified.
To maximise conversion rates, dedicated landing pages were built for each practice area – ensuring that anyone clicking an ad landed on a page designed specifically to convert that search intent into a lead. This tight alignment between ad and landing page is a key part of what makes the account perform consistently.
From launch, the account was managed actively. With ongoing bid management, ad copy testing, search term reviews, and continuous refinement of targeting. As performance improved and the return on ad spend became clear, the budget grew dramatically – a reflection of the firm’s growing confidence in Google Ads as a reliable source of qualified new business leads.
Conversion Legends has now managed the account for over five years. That long-term continuity means deep familiarity with the account, B P Collins’ priorities, and the competitive landscape, something that’s difficult to replicate with a larger agency where account knowledge is spread across a team.
Overall, the account has become a consistent source of high-quality enquiries.
Laura Monk from B P Collins LLP adds:
“At B P Collins, we are incredibly fortunate to work with Jason on PPC. He is completely dedicated to the trade, highly knowledgeable and always learning in the everchanging landscape of paid advertising. He consistently checks, tests and reviews campaigns to deliver results. He is honest and on it. I would definitely recommend him.”
