Residential conveyancing · Dudley · Marketing plan

More chances to quote in Dudley.

The plan to put Ansons in the ring-round whenever someone in Dudley is buying or selling a home. Launch on 19 October under the Castle Court anniversary, static ads first, video from January, and a scale-or-stop call in early March.

Average fee £1,095 Break-even 1.2 cases a month Target 15+ quotes a month by January Media about £1,275 a month

Prepared by Graft Marketing for Ansons Law · 10 October 2026 · v3 for sign-off · builds on v1 (28 August) and v2 (7 September)

The plan on a page

Awareness is the problem. Quotes are the measure.

We just need more opportunities to quote. That's what it all comes down to.

Jonathan Taylor, Associate Director, Dudley · brainstorm call, August 2026
The problem

Nobody stumbles across us

The Dudley team is good, has capacity and is priced well. But movers default to the names they know, and Castle Court gets no passing trade. Conversion isn't the bottleneck. Being thought of is.

The position

A local firm you can actually meet

Named people at Castle Court, published fees and a phone that gets answered, at a fee well below the established local names. We never claim to be the cheapest.

The hook

One year at Castle Court

The ground floor is full and the team is moving upstairs. A true growth story, told on every channel from late October through November.

The money

1.2 cases a month pays for it

About £1,275 a month in media on average. At £1,095 a case, just over one extra instruction a month covers the spend. We judge on cost per instruction, with a ceiling of £365.

How the channels fit. Google catches people who are moving right now and points them at the Dudley conveyancing page. Meta makes the name familiar around the big estates, so the Google click, the estate agent's recommendation and the magazine ad all land on warm ground. Local print joins in January if Jon's straw poll backs a title. Statics run first because they're quick to make and quick to learn from; video follows in January, built on whichever message wins.

Where we are, 10 October

The groundwork is mostly done

The landing page was the blocker in September. It's now live, so the plan moves from groundwork to launch. Here's what has changed since v2.

ItemStatusDetail
Dudley conveyancing pageLiveLive since 28 September at ansons.law/conveyancing-solicitors-dudley, in the new house style. Starting-at fees (sale from £975, purchase from £1,050, remortgage from £750, all plus VAT), instant online quote, three five-star Google reviews, Conveyancing Quality Scheme. Reviewed by Jon. Every ad points here.
Team profilesLiveJonathan and Hamida both on the 2026 profile template. Hamida has a "Meet Hamida" video (15 September) and both have portrait loops, which gives the video phase a head start.
PressRunningThe Express & Star ran the Dudley story in early September. Simon's pre-Budget property story, with its Dudley angle, goes out w/c 12 October. The Budget is on Wednesday 28 October.
Lesson from the Wills campaignBuilt inOver 30 days, the Display Network took 352 of 633 Wills clicks and £160, with no conversions. Dudley runs on Search only from day one, with competitor names as negative keywords.
Print straw pollWith JonShortlist below. Nothing gets booked until the result is in.
BudgetFor sign-offFull or minimum version, set out in the budget section.
Quote trackingTo confirmThe instant quote opens Perfect Portal, off our site. We need the quote source captured there and mirrored into HubSpot, plus a monthly count of Dudley quotes to use as our baseline.
Office hours onlineFix firstThe live page still says 9am to 5pm. Jon confirmed a 5.30pm close on 28 September, and the opening time (9am or 9.30am) is still open. Ads drive phone calls, so this has to be right before launch.
The market

Where we sit on price

Fees moved from £895 to about £1,095 a case after the local pricing survey and the agent referral arrangement. That still puts us well below the established local names.

Main rival

Talbots

The volume competitor, strongest in Stourbridge (DY8). We don't fight them on price, and we don't fight them on their home patch at launch. Our answer is the thing a volume operator can't credibly copy: two named people in a local office who answer the phone.

The established names

Higgs and MFG

Quoted at £1,600 to £1,800. We're £500 to £700 below that with the same local presence. That gap is a strong card on the quote call, once we've confirmed both figures are on the same basis as ours (VAT and disbursements).

How we use it

On the phone, never in an ad

When someone says "Higgs quoted me £1,700", the team knows exactly where they stand. Ads never name a competitor or compare prices. Comparative claims have to be verifiable like for like, and leading on price invites a race we don't want.

Position and creative platform

Conveyancing, in real life.

This is the business plan's "in real life law" idea, applied to moving house. National conveyancing has a reputation for call centres, case handlers you never meet and phones nobody answers. We're the opposite, and we can prove it.

Proof 1

You can meet us

Castle Court, Castlegate Way, DY1. A real office with a full ground floor and a team moving upstairs.

Proof 2

You know who's doing your move

Jonathan and Hamida, by name and by face, on the page, in the ads and on the phone.

Proof 3

You know the fee up front

Starting-at fees published on the page, the full breakdown on the transparency page and an instant quote online.

Cleared for external use (10 October). "In real life" is the business plan's theme, so every ad, post and page in this campaign ties back to how the firm describes itself.

The hook, late October to November

One year at Castle Court.

The ground floor is full and the team is moving upstairs. It says two things at once: we're established here, and we're growing because people trust us. That's social proof without a single claim that needs defending.

Get the wording right

Say "at Castle Court", not "in Dudley"

Ansons has been in Dudley since autumn 2022 (our own January 2024 news story says so), so "a year in Dudley", as the August and September drafts had it, isn't accurate. Castle Court, our Dudley office, opened in autumn 2025, so the anniversary is Castle Court's. All copy says "one year at Castle Court". The only thing still needed is the exact opening date.

Audience and postcodes

Built around the big estates

Targeting runs at postcode-district level, with the estates guiding creative, radius pins and print choices. Jon checked this table on 7 September. Google covers every area the landing page names, because intent is intent. Meta's awareness budget goes on the core only.

Core

Google + Meta reach
DY1DY2DY3DY6

Dudley town, Netherton, Sedgley and Gornal, Kingswinford and Wall Heath.

Secondary

Google + retargeting
DY5WV14DY4WV5

Brierley Hill, Coseley, Tipton, Wombourne.

Test

Google + print test
DY7

Kinver. Kinver News is a cheap print test if the rates stack up.

Watch

Google only
DY8DY9B62B63

Stourbridge, Pedmore and Halesowen. Google catches searches here; awareness spend waits until the core works.

Estate by estate

DistrictAreas and estatesTierWhy
DY1Dudley town, Milking Bank, Priory Estate, Kates Hill, Russells HallCoreThe office postcode. Milking Bank is owner-occupied family housing.
DY2Netherton, Woodside, Dixons GreenCoreDense terraced housing, first-time buyer heartland.
DY3Sedgley, Upper and Lower GornalCoreFamily movers. Village Voice magazine patch.
DY6Kingswinford, Wall HeathCoreHigher-value semis and detached, a good mix of cases.
DY5Brierley Hill, Withymoor Village, WaterfrontSecondaryModern estates and apartments, plenty of leasehold.
WV14CoseleySecondaryNext to the core patch, Village Voice coverage.
DY4TiptonSecondaryHigh volume of first-time buyer housing.
WV5WombourneSecondaryJon knows it well. Good-value housing, few local law firms.
DY7KinverTestPaul's patch, with a cheap print option.
DY8, DY9, B62, B63Wordsley, Amblecote, Stourbridge, Pedmore, HalesowenWatchTalbots' stronghold. Contest later, from strength. Pedmore's higher-value homes and Our Lifestyle Magazine make DY9 the first place to expand.

Who we're talking to

Creative splits along these lines rather than one generic ad.

DY1, DY2, DY4

First-time buyers

Nervous and new to it. Message: a named person who explains each step. Process content does the heavy lifting here.

DY3, DY6, WV5

Family movers

Selling and buying at once, in a chain. Message: one local team handling both sides, reachable when the chain wobbles.

Across the patch

Downsizers and probate sales

Hamida handles probate sales, and our Wills and Probate team can refer estate sales across. Message: calm, experienced, nothing rushed.

Check first: Meta is likely to treat these ads as housing. Meta puts ads for housing and related services into a special ad category. If our ads land there, postcode targeting switches off. Location becomes a radius of at least about 15 km around a point (sources disagree on the exact UK minimum, so we read it in Ads Manager), and age, gender and lookalike audiences go too. A 15 km circle round Castle Court covers most of the Black Country and west Birmingham, which is a lot of wasted reach for a plan built on estates. Google's equivalent rules apply in the US and Canada, so postcode targeting on Google isn't affected.

What we do about it: plan as if Meta's housing rules apply and treat postcode targeting as a bonus. If they do apply, (1) the creative does the targeting, naming Sedgley, Kingswinford or Netherton so the right people stop scrolling; (2) Meta leans on retargeting page visitors and people who engage, which the category still allows; (3) £100 to £150 a month moves from Meta to print or a Royal Mail door drop, which can still be aimed by postcode sector.

Channels

Three paid channels and a free layer

Each one has a clear job, a budget and a way of being judged. The landing page is the destination for all of them.

Google Search
£700
a month at full weight (£450 minimum)

Job: catch people who are moving now. This is where the money is.

Search only, tightly matched, every click tracked

A new campaign in the existing Ansons Google Ads account, built on what we learned from Wills.

Set-up

  • Search Network only: no Display, no search partners, no Performance Max, no auto-applied suggestions
  • Postcode districts DY1 to DY9, WV5, WV14, B62 and B63, set to "people in" these areas only
  • Manual CPC, £6 to £8 maximum bids at launch. Only move to smart bidding after 30 or more conversions.
  • Call asset with a Google forwarding number, location asset linked to the Dudley Business Profile, sitelinks to fees, team, reviews and the instant quote

Keywords

  • Phrase and exact match: conveyancing, conveyancer, conveyancing solicitor, plus Dudley and each town on the page
  • Separate ad group for "conveyancing quote" searches
  • Remortgage terms held back at launch: the fee is £750 and the clicks cost the same
  • Negatives: competitor names (the Wills list plus MFG), jobs, courses, salary, DIY, "cheap" (review in month two)

What we expect

£5 to £8 a click buys 90 to 140 clicks a month. At 5% to 8% of visitors asking for a quote, that's 5 to 10 quote requests a month from Google alone.

Counts as a conversion

Instant-quote clicks through to Perfect Portal, enquiry form submissions, calls from ads lasting 60 seconds or more, and taps on the page's phone number.

Meta
£450
a month at full weight (£200 minimum)

Job: make the name familiar around the estates, then bring page visitors back.

Saturation and retargeting, statics first

Facebook and Instagram, run from the Ansons page. Two campaigns at launch, a third once video exists.

Campaigns

  • Local reach: core postcodes if Meta allows them, otherwise the smallest permitted radius, capped at about two views a person a week
  • Traffic: to the landing page, optimised for landing page views
  • Retargeting: page visitors from the last 30 days, then video viewers from January

Creative sequence

  • October to December, statics: three messages in square, portrait and story sizes
  • From Boxing Day: a "new year, new move" static, as the property portals have their busiest days
  • From January, video: meet-the-team cutdowns, portrait loops, a client testimonial and shorts from the Legally Sound conveyancing episode

What we expect

Lower intent than search. Nobody thinks about conveyancing until they're moving. Meta earns its place by making Google and print work harder, so we judge it on the blended numbers and on retargeting conversions.

Why statics first

They're quick to make, cheap to test and quick to swap. Three weeks of data tells us which message lands, and the January video budget goes behind that one.

Local print
£175
a month allowance, from January

Job: reach households that keep a local magazine on the coffee table, as the Cannock Local does for Cannock.

Waiting on Jon's straw poll

Martin's test still stands: which titles do people in these areas actually keep and refer back to? Nothing gets booked until the poll answers that.

TitleCoverageNotes
Village VoiceSedgley, Gornal, CoseleyRight in the core patch (DY3, WV14). The strongest fit on paper if the poll backs it.
Our Lifestyle MagazinePedmore (DY9) and aroundFrom Deb. Reported 15,000 circulation, six issues a year. Fits the DY9 expansion.
Kinver NewsKinver (DY7)From Paul. A cheap test if the rates stack up.
Lifestyle MagazineWV3, 5, 6, 7, 8, 9, 15The northern edge, including Wombourne.
West Mids Life, MNA titlesBlack Country, WolverhamptonSeveral titles. MNA also publishes the Express & Star, so there's potential to bundle.
What's WhatBridgnorth, BroseleyAbout £540 a page across four editions, 16,000 readers. Off-patch for Dudley.

Recommendation

Book one title only, for a January edition. January is when movers decide, and it's a realistic deadline. Run three editions before judging.

Tracking and extras

A QR code with its own UTM, plus the Dudley line. Ask for editorial too: Shout Local gives Ansons two free editorials per title in Cannock.

The free layer, which runs whatever the budget

None of this needs media spend, and all of it makes the paid money work harder.

Google Business Profile

Dudley listing, weekly

Anniversary post, meet the team, the Budget explainer and a fees-and-quote post. A review request goes into every completion letter, and every review gets a reply.

PR with Simon

Three stories in five weeks

The pre-Budget property story (w/c 12 October), Jon's reaction to the Budget (29 October) and the Castle Court anniversary with the move upstairs.

LinkedIn

Firm post plus Jon's own

An anniversary post from the firm account and a first-person post drafted for Jon, aimed at agents, brokers and local business owners.

Referrals

Agents and our own teams

The existing agent arrangement and the others in discussion, with disclosure wording confirmed. Wills and Probate refers estate sales to Hamida.

Legally Sound

Cut the conveyancing episode into shorts

"Why is buying a house so complicated?" runs to 40 minutes. It holds five or six 30-second answers to the questions first-time buyers ask.

In real life

Being seen locally

Chamber events with proper banners, completion gifts done well, and the team visible in the patch. Marketing opens the door; showing up keeps it open.

Creative

The launch statics

Three messages, all in the new house style, each made in square, portrait and story sizes. These are concept roughs: final artwork follows sign-off, and Jon approves every set before it runs.

Ansons Law · Sponsored

One year at Castle Court.

Our ground floor is full, so we're moving upstairs. Thank you, Dudley. Buying or selling? Come and meet the team.

Get a quote
A · The anniversaryLate October to end of November
Ansons Law · Sponsored
JonathanHamida

Your move has a name.

Jonathan and Hamida handle buying and selling homes from our Castle Court office. Call them, email them or come and see them.

Meet the team
B · Real peopleAlways on, the core message
Ansons Law · Sponsored

Know the fee before you start.

Sale from£975
Purchase from£1,050

Legal fees plus VAT. Get an instant quote online.

Instant quote

Searches, Land Registry fees and other disbursements are extra. Full fees at ansons.law.

C · Published feesFor the quote-shoppers. Retargeting first.

The video phase, from January

Built once the statics have shown which message lands.

Ready now

Meet the team

Hamida's video (15 September) and both portrait loops, cut to 15 and 30 seconds. A matching piece for Jon with Urban Flux.

From Legally Sound

The process in 30 seconds

Shorts from the conveyancing episode: what searches are, why chains stall, what exchange means.

To approach

A client testimonial

Janice and Chris Schauker bought through the Dudley team in July and already left a glowing review. Ask before filming.

If the Budget moves

What it means for your move

If stamp duty or anything else that affects movers changes on 28 October, Jon explains it in plain English within a day.

Copy rules for every ad

So sign-off is quick and nothing needs pulling later.

Budget and the maths

Spend follows the housing market

Full weight through the autumn, tapered in December when nobody moves, then at its heaviest in January and February when they do. £6,975 in media from 19 October to the end of March, or about £1,275 a month on average.

Google SearchMetaLocal print
Octfrom the 19th
Novanniversary
Dectaper
Janvideo, print
Febpeak
Marjudge
MonthGoogleMetaPrintTotalWhat's happening
October (from the 19th)£350£300£0£650Launch. Meta weighted for the anniversary burst.
November£700£450£0£1,150Anniversary runs all month. Weekly optimisation.
December£450£200£0£650Tapered from mid-month. Boxing Day static.
January£850£550£175£1,575Moving season. Video live, first print edition.
February£850£500£175£1,525Peak continues. Creative refresh.
March£800£450£175£1,425Hold while we make the scale-or-stop call.
Total£4,000£2,450£525£6,975Media only. Production by Graft and Urban Flux is separate.
If only half is released

The minimum version: £650 a month

Google at £450 (intent capture can't pause), Meta at £200 on the four core districts only, print deferred. The free layer does more of the awareness work. What we lose is speed: the name builds more slowly in Sedgley and Kingswinford, and the base case probably lands a month later. What we keep is the ability to judge the economics, which is the point of the test.

The benchmark that matters

£200 matches an agent referral

An agent-introduced case pays a £200 referral fee, so it nets £895. A case that comes through an ad keeps the full £1,095. Any ad-sourced instruction that costs under £200 is cheaper than an agent's, and anything up to £365 still clears our ceiling.

The economics

£1,095

Average fee per case

£895 base plus the £200 uplift, confirmed on the August call.

1.2

Instructions a month to break even

£1,275 of average media divided by £1,095.

£365

Cost per instruction ceiling

A third of the fee. Above this for long, we change course.

1 in 3

Quotes that instruct

Assumed, not proven. Conveyancing is heavily quote-shopped, so we check this in month one.

Three scenarios at full budget

CautiousBaseStrong
Quote requests a month81520+
Instructions a month2 to 357
Cost per instructionabout £510about £255about £180
Monthly fee income against media£2,740 vs £1,275£5,475 vs £1,275£7,665 vs £1,275

November will probably look like the cautious case: awareness takes weeks to build. The ceiling applies from week 8 (w/c 7 December), measured over a rolling eight weeks so December's quiet doesn't skew it. Fee income is gross fees, not profit.

Timeline

From sign-off to the March decision

Launch moves from 5 October (v2) to 19 October, because the landing page went live on 28 September and budget is still to be signed off. The anniversary still fits: it carries through November.

W/c 12 OctoberThis week

Sign-off and pre-flight

  • Plan agreed with Emma, Martin and Jon. Budget level chosen.
  • Office hours fixed on the page. Phone cover agreed, including out of hours, because an unanswered phone burns the budget.
  • Google campaign built and paused. Meta campaign set up against Meta's housing category rules before any creative is cut by postcode.
  • Three statics designed and sent to Jon for sign-off. GBP and LinkedIn posts drafted.
  • Tracking checked end to end: quote clicks, form, calls of 60 seconds or more, UTMs.
  • Simon's pre-Budget story goes out. Jon closes the straw poll by Friday 16 October.
W/c 19 OctoberLaunch

One year at Castle Court

  • Google live on Monday 19 October. Meta live as soon as the ads are approved.
  • Anniversary post on the Dudley Business Profile. Firm post and Jon's post on LinkedIn.
  • Daily checks on spend, search terms and the quality of quote requests.
W/c 26 OctoberBudget week

Ride the Budget

  • Budget on Wednesday 28 October. If anything changes for movers, Jon's plain-English reaction goes out on Thursday 29 October: press through Simon, GBP and LinkedIn, and a boosted Meta post if it's real news.
  • First weekly numbers in the Friday rundown on 30 October.
NovemberBuild

Optimise every week

  • Search terms pruned, bids adjusted, the weakest static swapped out by mid-month.
  • Anniversary creative runs to the end of the month.
  • Print title booked for a January edition, if the poll backs one.
  • Testimonial approach agreed. Video planned with Urban Flux.
DecemberTaper

Ease off and get ready

  • First monthly report on November's numbers, in the first week of December.
  • Spend tapers from mid-month. Video cut and signed off.
  • "New year, new move" static scheduled for Boxing Day.
January and FebruaryPeak

Moving season

  • Video live on Meta, behind the winning message. Google at full weight.
  • First print edition, with its own QR code.
  • Creative refresh in February. Check whether Local Services Ads are worth a test now the review base is building.
Early MarchDecide

Scale, hold or stop

  • The call is made on cost per instruction across the peak months, not on one month.
  • If it works: DY9 joins the Meta mix, budget follows the best channel, and the same playbook goes to the Cannock, Lichfield and Sutton Coldfield conveyancing pages.
Measurement

Three numbers decide it

Everything else is supporting detail. Where the ad platforms and our intake records disagree, intake wins.

Number 1

Quote requests a month

Target 15 or more by January, from a baseline we'll set from Perfect Portal. This is the number the whole plan exists to move.

Number 2

Quote to instruction rate

Assumed 1 in 3. If month one comes in much worse, the problem is the quote call or the price, not the marketing, and we fix that before spending more.

Number 3

Cost per instruction

From week 8: under £250, scale. £250 to £400, hold and optimise. Over £400 for eight weeks, stop and rethink the mix.

Attribution

Ask every caller where they heard

Every Dudley quote records its source at intake in Perfect Portal, mirrored to the Client Source property in HubSpot. Last-click UTMs undercount print, PR and word of mouth, and the instant quote leaves our site, so the intake question is the backstop.

Rhythm

Weekly for fixing, monthly for deciding

Friday rundown: spend by channel, clicks, quote requests by source, cost per request, anything odd. Monthly director report: quotes, instructions, cost per instruction by channel and blended, reviews and rating, and an honest read of the trend, plus a capacity check with Jon.

UTM convention

ParameterValues
utm_sourcegoogle · meta · print · gbp · linkedin · pr
utm_mediumcpc · paid_social · qr · organic_social · referral
utm_campaigndudley-rescon-castlecourt (launch and anniversary) · dudley-rescon-alwayson (from December)
utm_contentCreative ID, for example static-anniversary-01, static-team-01, video-hamida-30s
Risks

What could go wrong, and what we do about it

RiskLikelihoodWhat we do
Meta treats the ads as housing and postcode targeting is lostHighPlanned for: area-naming creative, retargeting and some budget moved to postcode-targeted print or door drops. Google is unaffected.
Anniversary wording challengedMedium"One year at Castle Court", never "a year in Dudley". Confirm the opening date before launch.
Movers hold off until after the BudgetMediumGoogle spend only flows when people search anyway. The Budget gives us a reason to speak, and the heaviest spend is in January and February.
Quote-shopping drags the 1 in 3 rate downMediumChecked in month one. A short quote-call script built on the price position and the reviews.
Calls go unanswered, or the hours online are wrongMediumFixed in pre-flight: hours corrected, phone cover and out-of-hours handling agreed before launch.
Calls and Perfect Portal quotes go untrackedHigh if ignoredIntake source capture is the backstop. Google forwarding numbers on ads. Outbound quote clicks counted as conversions.
The team is only two peopleMediumCreative says "the Dudley team" as well as names, so the campaign survives holidays. Capacity checked monthly.
Print doesn't pay backMediumOne title, three editions, judged on QR scans and intake mentions.
Talbots respondsLow to mediumWe don't fight on price, and we stay out of DY8 at launch. A volume operator can't credibly copy a named, local, reachable team.
Thin review baseFallingThree five-star reviews already on the page. The completion-letter ask keeps building the base. Ads lean on people and position, not star counts.
What we need from Ansons

Eight answers to launch on 19 October

Most of these are a one-line reply. The first four decide whether the launch date holds.

1

Budget level

Full (£6,975 from 19 October to the end of March) or minimum (£650 a month), and who releases it.

Emma and Martin · Wed 14 Oct
2

Castle Court opening date

The exact date Castle Court opened in autumn 2025, so the anniversary copy names the right moment.

Emma or MDR · Wed 14 Oct
3

Hours and phone cover

Opening at 9am or 9.30am, the 5.30pm close confirmed, who answers, and what happens out of hours.

Jon · Wed 14 Oct
4

Ad sign-off route

Jon as the reviewer, with a two-working-day turnaround on each ad set.

Jon · Wed 14 Oct
5

Straw poll result

Which magazines the Dudley team actually reads and keeps, so the print pick is based on evidence.

Jon · Fri 16 Oct
6

Hamida in the ads

Happy to appear in the team ad alongside Jon?

Hamida · Fri 16 Oct
7

Billing on the ad accounts

Confirm the Google and Meta billing covers the extra spend.

Tom Johnson · before launch
8

Quote baseline and source capture

Monthly Dudley quote count for the last three months, and the source question added in Perfect Portal.

Jon · end of October

Also useful, not blocking: a recent Talbots quote and whether the Higgs and MFG figures include VAT and disbursements (Jon, November), and confirmation that the referral disclosure wording is in place before agent relationships scale.