Marketing for UK family law firms, with the follow-up that books the first consultation.
IC Leads runs Google and Meta ads for UK solicitors focused on family law, with wills and probate as a second line, then follows up every enquiry to book a first consultation. Instant replies, structured follow-up and reactivation, built to SRA rules. One fixed monthly fee from £850, published in full, and you sign off every ad.
Family enquiries don't wait. Neither does the firm down the road.
Family law leads from paid search typically cost £150 to £450 each (Whitehat SEO). Someone going through a separation rarely contacts just one firm. The first to respond properly often gets the consultation.
- Slow first reply. An enquiry sent at 9pm and answered at 11am the next day has often booked elsewhere.
- Intake teams stretched. January spikes arrive when your team has the least time to call back.
- Consultations that don't convert. The first meeting goes well, the client goes quiet, and nobody follows up.
- Wills left on the table. Every family client is a wills conversation. Too many firms never have it.
Over 100,000 divorce applications a year. Over half of adults have no will.
| What | Figure | Source |
|---|---|---|
| Divorce applications, England and Wales, 2025 | 109,184 | Ministry of Justice |
| Financial remedy applications, 2025 | 49,067, up 8% | Ministry of Justice |
| Private law children cases started, 2025 | 55,311, up 7% | Ministry of Justice |
| Typical cost per family law lead from paid search | £150–£450 | Whitehat SEO |
| Typical family law matter value | £5,000–£20,000 | Whitehat SEO |
| UK adults without a will | 56% | Money and Pensions Service |
At £5,000 to £20,000 a matter, one lost client can cost more than a month of ads for many firms. Wills sit alongside: lower value, steadier demand, and a natural next conversation with every family client you take on.
Built for SRA rules, not around them.
- No unsolicited approaches. The SRA Code bans unsolicited, targeted approaches to the public, while non-intrusive search and social ads are allowed (SRA Code, paragraph 8.9). We only follow up people who contacted you first.
- Prices where the rules require them. Uncontested probate is one of the services that must show prices under the SRA Transparency Rules . Your ads and landing pages say the same as your price page.
- Your sign-off, every time. As the regulated firm, you approve every ad and landing page before it runs. Accurate claims only, nothing on outcomes you can't stand behind.
- Sensitive by default. Ads speak to the situation, never to a guessed personal circumstance, and every follow-up message is calm, clear and easy to stop.
IC Leads is a marketing agency. We don't give legal advice or make decisions on taking on clients.
Four steps from search to first consultation.
Google Search for people looking for help now, such as “divorce solicitor near me” and “child arrangements”. Meta for local awareness and wills, with broad, non-intrusive ads built to SRA rules.
Every enquiry gets an instant, calm reply and a link to book a first consultation into your team's diary.
A structured sequence keeps the conversation moving through the days it takes someone to decide, without pressure.
Older enquiries get revisited, and family clients get a wills conversation at the right moment.
325 introductions. 250+ closed. An accountancy case study.
This is the follow-up engine behind every IC Leads account: instant response, structured follow-up and reactivation. For SWS, a UK accountancy firm, it turned 325 introductions into more than 250 closed deals, and it's still closing every day.
Clients who take weeks to instruct are exactly where reactivation earns its keep. Read the SWS case study.
The price is on the page.
Run covers one advertising platform; Build covers two. Your monthly media spend determines your band. Every band includes the full follow-up system.
| Run | Build | Growth | |
|---|---|---|---|
| Monthly ad spend | £2,000–£5,000 | £5,000–£15,000 | £15,000–£35,000 |
| Fixed monthly fee | £850 | £1,600 | £2,500 |
| Build month | £1,700 | £3,200 | £5,000 |
| Platforms | 1 | 2, run as one | Full multi-channel |
| Minimum term | 3 months | 3 months | 6 months |
| Follow-up system | Included | Included | Included |
Two more bands, Partner and Partner+, cover spend above £35,000 a month. Fees exclude VAT where it applies. See every band and the full terms.
Same budget. Different incentive.
| IC Leads | Buying leads | Percentage-of-spend agency | |
|---|---|---|---|
| How you pay | One fixed monthly fee | Charged per lead, quality varies | Typically 10–20% of ad spend |
| Who owns the audience and data | You | The lead supplier | Usually you |
| Every enquiry exclusive to you | Yes | Depends on the supplier | Yes |
| Follow-up and nurture | Included and automated | No | Rarely |
| Compliance sign-off step | Built into launch | The supplier's process | Varies |
What makes IC Leads different?
One team accountable for the ads, the response and the follow-up. Here’s what that means for your firm.
What do we get beyond someone running our ads?
We run the campaigns and build the follow-up around them: instant responses, consultation reminders, no-show rebooking and follow-up on fee quotes. You get one connected system designed to turn paid enquiries into first consultations, with one team responsible for making the parts work together.
Why is a fixed fee better for us?
You know the management cost before you start. Within your band, increasing your ad spend does not increase our fee, so a bigger platform budget is not a pay rise for us. The full follow-up system is included. Your spend sets your band; the first month is a build month at double the ongoing fee. Partner+ has its own published terms.
Can solicitors advertise on Facebook and Google?
Yes. The SRA allows advertising that is non-intrusive and non-targeted, which can include search and social ads. What's banned is unsolicited, targeted approaches to members of the public. We only follow up people who contacted you first.
How much does a family law lead cost?
Published UK figures put family law leads from paid search at roughly £150 to £450 each, against typical matter values of £5,000 to £20,000. The cost per lead matters less than how many become consultations, which is where the follow-up earns its keep. Our fee includes the work after the click: fast response, reminders and recovery of missed consultations. That is why we focus on what each enquiry becomes, not simply how cheaply it arrived.
Do you work with firms that also do wills and probate?
Yes, as part of a family or private client offer. Wills are lower value but steadier, and every family client is a natural wills conversation. Probate prices must be published under the SRA Transparency Rules, so the ads match your price page.
Why not personal injury or conveyancing?
Personal injury ad space is dominated by national claims brands with budgets most firms can't match. Conveyancing matters are often worth too little to carry a fixed fee plus ad spend. Family law sits in between: real value, local demand, and firms that win on response and care.
How long until a firm sees results?
We build the campaigns and follow-up system in month one. Once live, new enquiries receive an immediate response, and reminders and rebooking keep consultations moving. Follow-up on fee quotes continues beyond that first conversation. The focus is turning more of the demand you pay for into booked consultations; pace depends on your market, budget and appointment capacity.
See what your firm should be spending.
Tell us your revenue and ad spend. We reply with your band, your price, and where your current intake is losing enquiries. If we're not the fit, we say so.
Check Your Band →