KWW Solicitors Case Study
Complete Google Ads account rebuild and ongoing management
An account in need of attention
KWW Solicitors is a multi-service law firm in Surrey covering conveyancing, family law, probate, LPA and wills. They came to me with concerns about their Google Ads account that was being run by an agency, and when I subsequently audited it the problems were immediately clear.
- The previous agency had made very few non automated adjustments over the last nine months, indicating neglect of the account.
- Of 1,279 keywords in the account, 864 (68%) had low search volume and couldn’t show ads at all — with only 48 (4%) ever having generated a lead.
- Seven of the ad groups contained over 40 keywords each (one had 258), making meaningful management practically impossible.
- Conversion tracking was often double-counting leads so the historical data simply couldn’t be trusted.
- Ad schedules were set to run seven days per week resulting in a significantly higher cost per lead over weekends. This was an issue due to limited budgets.
- A mobile bid modifier was blocking a large proportion of traffic to certain campaigns — despite mobile accounting for 40% of conversions across the account.
- High-performing “Power of Attorney” keywords generating leads at just £18 each were only showing 19% of the time due to low impression share.
- Ad copy was outdated in places and not always grammatically correct.
What I did…
Rather than patch an account with deep-rooted structural problems, I rebuilt KWW’s Google Ads account from scratch. I restructured every campaign, rewrote all ad copy, fixed tracking, and put an active management framework in place — all delivered within two weeks.
- Conversion tracking was rebuilt from the ground up, eliminating double-counting and correcting attribution windows so performance data could be trusted for the first time.
- Campaigns were restructured in line with best practice.
- The keyword list pruned from 1,279 down to a focused, high-performing set.
- Active keyword-level bid management introduced from day one.
- Mobile bid suppressors were removed where necessary.
- Ad schedules were optimised to ensure adverts displayed at the most efficient times.
- Top-converting terms were pushed to capture the available impression share.
- Ad copy was rewritten throughout.
Overall
Since taking over management of the account it has generated well over 4,500 qualified leads at an efficient average cost per lead.
Tony Cheverall, KWW’s head of marketing and communications, said:
“Jason is our trusted partner on digital marketing, always striving to keep us ahead of our competitors and to maximise our return on investment. His market insight and technical skills are invaluable to us.”
