With over 20 years of experience in paid media, Alona Mackay has joined Conscious full-time as our new Head of PPC. Having worked with us on a consultancy basis for over a decade, Alona knows our clients, our values and the unique challenges law firms face when it comes to digital advertising.
We caught up with her to learn more about her role, her vision for PPC at Conscious, and how law firms can get better results from their paid media campaigns.
Why did you decide to join Conscious full-time?
“I’ve worked with Conscious on and off for over ten years,” Alona says. “The timing felt right to come on board in a permanent role and be part of an agency team again after running my own business.”
Her longstanding relationship with Conscious means she’s already aligned with the agency’s approach and values. “I’ve always loved the ethos of Conscious, the way they treat their staff, the community involvement, and the general culture. It’s a really natural fit.”
What makes paid advertising so valuable for law firms right now?
Alona has worked in PPC since 2004 and has supported businesses across a wide range of sectors. But when it comes to law firms, she believes the value is clear, especially for forward-thinking, innovative law firms.
“PPC is essential. With all the changes in SEO over the past year, having a strong paid strategy can really stabilise your lead flow,” she explains. “If you’re a law firm that’s never tried it before, I always recommend starting with a test budget. You might be surprised by the results.”
Her team focuses on lead quality and conversion tracking, rather than just clicks. “Whether it’s Google Ads, Meta or even TikTok, it’s all about getting the right kind of leads at the right cost and knowing where every lead came from.”
What’s your vision for PPC at Conscious?
Alona’s first priority is building a strong foundation: setting up processes, training, and expanding the agency’s paid media offering.
“We’re already seeing success with platforms like TikTok, Meta and Reddit,” she says. “We want to make sure we’re giving clients the best possible options, not just Google Ads, depending on who they’re trying to reach.”
She’s also bringing a strong learning culture to the team. “AI is going to have a big impact on how campaigns are run, but it’s not there yet. We still need that human touch, especially when Google’s tools are built to make you spend. We’re here to help law firms spend smarter.
What makes law firm PPC different?
While lead generation is a common thread across industries, Alona notes that law firms face distinct challenges.
“Compliance is a big one. Your landing page needs to reflect the service, and there are always sector-specific nuances,” she explains. “For example, a divorce case might be very different depending on whether someone owns a business. So, our campaigns have to speak directly to those situations.”
Why Bristol?
Alona lives just outside the city and says being part of Bristol’s business and legal community was a big draw.
“Bristol has grit, but it also has kindness. There’s such a strong sense of community, and Conscious is right at the heart of that,” she says. “You’ll always see someone from the team at local legal events and we’re not just showing up, we’re getting involved.”
What’s your message to law firms thinking about PPC?
Alona’s advice is simple:
“If you’ve never tried PPC, try it, especially if you’re in a high-value area like family law, immigration or clinical negligence. You can track results, you can optimise what’s working, and you can grow with confidence.”