# Family Mediation Practice

A disciplined paid search programme that concentrated a small monthly budget on the searches most likely to produce qualified enquiries.

## Industry

Professional Services

## Services

Paid Search (Google Ads)

## Approach

Tight Budget Control

## Focus

Qualified Enquiries

## The Challenge

### Compete in a market dominated by law firm budgets.

The practice needed a steady stream of qualified mediation enquiries without bidding against deep-pocketed legal advertisers on the most expensive terms.

## What We Did

### Spend concentrated only where it produces enquiries.

01 — Demand Capture

#### Keyword & Intent Targeting

- Focused on high-intent mediation searches where users were actively seeking help
- Built extensive negative keyword lists to eliminate wasted spend
- Avoided high-cost legal terms dominated by law firms
- Prioritised lower-cost, high-quality mediation-specific searches

02 — Conversion

#### Campaign Optimisation & Tracking

- Managed a tightly controlled monthly budget
- Maintained strong top-of-page visibility for priority search terms
- Tested and refined dedicated landing pages to improve conversion quality
- Implemented multi-point conversion tracking across calls and forms

## Client Feedback

> "Consistent, qualified mediation enquiries from a budget that finally feels under control."