SLS Solicitors is a UK law firm acting for landlords in tenant evictions across England and Wales, and for tenants in housing-disrepair claims. A tenant-eviction search campaign with an ad group for each route to possession, from eviction notices to possession orders and squatters. A separate housing-disrepair campaign for tenants of councils and housing associations.
The firm and the brief
SLS Solicitors acts for landlords across England and Wales who need possession of a rented property, from serving notice through to possession orders and the removal of squatters. The firm also takes housing-disrepair claims for tenants of councils and housing associations.
Those are two different audiences with two different problems. The brief was to give each its own ads and its own landing pages, and to count every consultation request so budget decisions rest on enquiries rather than clicks.
What we built
The tenant-eviction campaign is split into ad groups by the landlord's problem: general searches for an eviction solicitor, eviction notices, rent arrears, accelerated possession, possession orders, squatters and commercial tenants. Each ad speaks to that one problem and leads to a page with a free consultation form.
A separate housing-disrepair campaign speaks to tenants about damp, mould and repairs their landlord has ignored. Consultation forms sent after an ad click are recorded as enquiries in Google Ads.
What happened
Since the consultation form was tracked, one in every 19 clicks on the tenant-eviction ads has become an enquiry. Phones brought most of the clicks, but fewer than two in three enquiries: a click from a desktop computer was twice as likely to end in a consultation request.
Specific searches convert best
Landlords searching for a named route to possession turned into enquiries 1.9 times as often as those reading about eviction notices. General searches for an eviction solicitor brought in nearly six in ten enquiries and converted almost as well. Because each theme has its own ad group, budget can move towards the themes that bring enquiries.
Forms after hours, calls in office hours
Six in ten consultation forms came from clicks outside 9 to 5 on weekdays. Landlords deal with a problem tenancy in the evening and at the weekend, and the form lets them ask for help then. Tracked calls went the other way, with most made during office hours, so the ads run around the clock and both routes stay open.
How we measured it
An enquiry is a consultation form recorded in Google Ads after an ad click. Calls to the tracked number on the website are recorded separately and left out, so the rates are on the cautious side. The rates cover the tenant-eviction campaign from the day its form began counting as an enquiry. The housing-disrepair campaign is left out until its forms and calls have been fully recorded for long enough to measure fairly.
The website behind these campaigns is covered in the SLS Solicitors website case study. For a professional-services firm that wants the same view of its own ads, see our Google Ads management.
