Why operators pick us
Paid search tied to retained matters, not vanity legal enquiries.
We run Google, Microsoft and LinkedIn so partners can see which practice areas create instructions. Britton & Time is the named legal proof, with Daniel Beech on the commercial side of the relationship.
Pipeline
Why your marketing numbers and your commercial tracker never agree
Two pipelines, one practice brand
Claimant work is search and phone led: enquiry, triage for limitation and merits, consultation, then instruction or decline. Employer work is role led: LinkedIn or referral, scoping call, proposal, engagement letter, then ongoing advisory or dispute matter. If both sit in one Google campaign and one HubSpot pipeline labelled Lead, Google will buy the cheapest form fill and partners will only see noise. ACAS early conciliation context and tribunal deadlines belong as CRM properties, not as footnotes in a spreadsheet.
Where employment desks leak budget
The classic leak is blending claimant and employer keywords. The second is counting every questionnaire as a conversion while fee earners only want consultations with merits and capacity. The third is LinkedIn lead gen forms for soft PDFs that never reach Clio Grow. An anonymised composite of regional employment teams we have reviewed showed consult-to-instruct rates roughly doubling once offline conversion moved from form submit to consultation booked with a practice_area equals employment filter.
What a retained employment matter looks like in data
Market the commercial event partners agree: qualified consultation booked for claimants, or engagement letter signed for employer retainers. Upload that event offline with office and buyer_type. Matter open in Clio Manage or LEAP can be a secondary learning signal. Public pages never invent fee values under NDA.
Built for your commercial team
How we brief employment law work with you
You already know your market. These are the levers we use with your directors to decide spend, stages and what counts as a real win.
- Employment consumer legal segment
- ~£3–4bn
- SRA-regulated law firms (context)
- ~9,147
- Practising solicitors (Jun 2026 series)
- ~177,841
UK Legal Services Market Report 2026 coverage
SRA Authorisation Annual Report 2023/24
SRA regulated population statistics
Employee / claimant
Deadline-driven searcher; phone and evening forms; needs clear scope and next-step SLA.
HR director / people leader
Buys ongoing counsel or a live dispute; LinkedIn and peer referral dominate first touch.
SME founder / FD
Instructs on exits, contracts and disputes without a full HR function.
Employment partner / practice lead
Internal buyer of marketing; rejects soft ebook leads that never become consultations.
01
Google Ads employment keyword families
Separate claimant themes (unfair dismissal solicitor, settlement agreement solicitor, workplace discrimination) from employer themes (employment lawyer for employers, HR legal advice). Negatives must strip job-seeker and HR software queries. Brand and competitor stay apart so tribunal-deadline traffic does not compete with brand defence.
02
LinkedIn role targeting for HR buyers
For employer-side work, target HR directors, people partners, heads of employee relations and founders in your geography. Matched audiences from HubSpot should enrol on qualified consultation or proposal stages, not every webinar registration. Claimant volume stays on search and call tracking.
03
SRA and Law Society practice checks
Use SRA firm lists and Law Society Find a Solicitor to validate competitors who publicly list employment, and to keep multi-office geo targeting honest. Do not treat directories as a bulk outreach dump.
What we build for you
The stack that ladders to booked revenue
These are the core service programmes we run alongside this industry page. Open the one that matches your bottleneck.
Infrastructure
What we put behind the ads
Media only works when reservation data, CRM stages and offline conversions share one commercial truth.
Clio Grow and HubSpot with buyer_type
Required properties: practice_area, buyer_type (claimant or employer), office, limitation_or_deadline_flag, and consultation_outcome. HubSpot routes claimant forms to intake SLAs measured in hours; employer leads go to BD with a longer nurture path. Click IDs survive both paths into Clio Grow.
Paid media split by motion
Google and Microsoft capture claimant intent. LinkedIn captures HR and founder buyers. Conversion actions are named distinctly, for example legal_employment_claimant_consult and legal_employment_employer_engaged. Shared budgets across those actions teach the wrong auction.
FAQs
Employment law marketing FAQs
Should employment claimants and employers share one Google Ads campaign?
No. Different intent, different negatives, different conversion events. Shared budgets usually starve the slower, higher-value employer motion.
Is LinkedIn worth it for employment solicitors?
Yes for HR, people leaders and founders buying counsel. It is rarely the primary channel for volume claimant work.
What CRM stage should train Smart Bidding?
Qualified consultation booked for claimants, or engagement letter signed for employer retainers. Form submit alone teaches the wrong queries.
Do you need Clio Grow specifically?
You need an intake system that can emit consultation outcomes. Clio Grow is common; LEAP or HubSpot-only intake can work if fee earners update stages.
How do ACAS timelines affect marketing?
Capture deadline context as a property and keep response SLAs tight on claimant forms. Do not invent legal advice in ads; route urgency into intake.
How does this relate to the legal solicitors pillar?
Employment sits under legal and solicitors for navigation. The pillar covers firm-wide architecture; this page is the employment motion in detail.
Next step
Tell us about the pipeline you want to build
Share the vertical, the stack, and where enquiries are leaking. We will tell you plainly whether we are the right team for it.