How we played a key role in expanding this ambitious law firm across the UK
Expert web dev support services and a data-driven PPC strategy that enabled the firm to scale digital budgets based on measurable ROI. Expanding from 5 offices to 90+ UK wide, and becoming the UK's largest Family Law Firm.
The Results
10+ Years of Partnership: Transformational Growth
Client Overview
The UK's Largest Family Law Firm
Stowe Family Law is the UK's largest specialist family law practice, with over 90 offices UK wide. Founded in 1982, the firm has built its reputation on providing expert, empathetic legal advice to families navigating some of life's most challenging moments.
As the business underwent rapid national expansion, its digital marketing operation needed to match that ambition, generating qualified enquiries at scale while maintaining tight cost-per-acquisition control in one of the most competitive sectors in paid search.
KSS Media was brought on to take full ownership of the Google and Bing Ads accounts, with a clear brief: improve ROI, build reliable tracking infrastructure, and create a reporting framework that gave the internal team genuine visibility into what was actually working.
Karl delivered effective search marketing through managing the firm's Google/Bing Ads campaigns, playing a key role in the firm's rapid growth across the UK. He competently managed monthly budgets and consistently improved our account performance and ROI over time. I highly recommend Karl for effective PPC strategy and management services.
Victoria Burns
Chief Commercial Officer, Stowe Family Law
The Challenge
Ambitious growth, held back by lack of good data
Before KSS Media came on board in 2015, Stowe's paid search activity was minimal and the business was unable to measure and understand the return on investment they were getting from paid advertising, so budgets were highly constrained, restricting digital growth. The Stowe website was also built in an ageing CMS system that made publishing new content and SEO optimisation very difficult.
Highly Competitive Market with High CPCs
Highly competitive, high-value legal keywords were driving up CPCs as the firm started to expand across the UK. Budget was being consumed at pace with no clear signal about which spend was actually returning leads.
Lack of Reliable Conversion Tracking
Web forms and phone calls weren't being tracked reliably, making it impossible to accurately attribute leads to campaigns. This made it difficult to make a case for increasing PPC budgets to the levels required to realise growth plans.
Website Platform Unable to Grow
The firm were using an old CMS platform that required dev work to build out new office and service pages. The company's blog was also on a different domain and had hundreds of good articles that just weren't contributing to the SEO performance of the main company website.
No Meaningful Reporting
Monthly reports for digital performance surfaced clicks and impressions but gave no insight into which campaigns, keywords, or geographies were genuinely delivering qualified leads to the firm's advisors.
Our Approach
A Systematic, Data-First Rebuild
Our PPC manager worked with the firm to rapidly build strong digital foundations, getting conversion data right and then working upwards through campaign structure, bidding strategy, and reporting. After a couple of years of renewed growth from our new data-driven paid search strategies, the company decided it was time for a website rebuild and we consulted with them on the best platforms at the time, bringing onboard our WordPress developer to build a completely new website solution.
Full Account Audit
Reviewed the entire Google Ads and Bing Ads account structure, identifying wasted spend, duplicate campaigns, cannibalising ad groups, and keywords absorbing budget with no measurable return.
Conversion Tracking Rebuild
Implemented Google Tag Manager and GA4 event tracking across all enquiry forms and a phone conversion tracking system, so every lead source was correctly captured, attributed, and fed back to the ads platforms.
Ad Campaigns Restructure
Rebuilt campaign architecture across Google and Microsoft Advertising to ensure spend was allocated to locations, keywords and services with the highest conversion potential.
Smart Bidding Implementation
Introduced Target CPA smart bidding, backed by clean conversion data from the new tracking setup, giving Google's algorithm the reliable signals it needed to optimise spend effectively.
Performance Dashboards
Built custom reporting dashboards combining data from business systems and ad platforms, giving the internal team clear visibility over what was working.
Web Development Services
Full website rebuild and merger of the old blog website and the main company site. A bespoke WordPress theme and CMS built to the exact requirements of the content editors, allowing for rapid content deployment and significantly boosting SEO and CRO capabilities.
Services Delivered
What We Did for Stowe
Testimonials
What Our Clients Said
Let's grow your business together
Whether you need better analytics, smarter paid media, or a complete digital overhaul, we'd love to hear from you.