Google: Cost per click more than tripled in less than two years
The cost of Google adverts for ‘mould claim’ searches continued to surge in the run-up to Awaab’s Law coming into force last week as law firms looked for work, new figures have shown.
The cost per click (CPC) for ‘mould claim’ rose from £3.94 in January 2024 to a peak of £13.91 in March 2025, shortly after the government’s confirmed the date for the law.
It requires social landlords to address all emergency hazards and damp and mould that present a significant risk of harm to tenants to fixed timeframes.
The scope will be extended to further hazards next year – including excess cold and heat – and yet more the year after.
The CPC figure for October was £13.24, up from £12.07 in September, according to Pyramid Eco, a company that retrofits properties to become warmer and energy efficient.
“The sharp rise in ad costs suggests that law firms are increasing their investment in reaching tenants concerned about damp and mould,” director Michael Zohouri said.
“The trend indicates that the legal sector is preparing for a wave of claims once Awaab’s Law comes into force.”
Ryan Postlethwaite, a partner and head of consumer claims litigation at Manchester firm Express Solicitors, said: “Awaab’s Law represents a pivotal shift in the regulation of social housing. We have seen a significant increase year-on-year of housing disrepair-related enquiries, the vast majority of which have some element of mould in them.
“Generally, mould issues are an easy fix; they are normally down to one of two things: leaks not fixed in a timely manner, or lack of ventilation, which can easily be fixed by providing the tenant with an extractor fan, but social housing providers seem to be unwilling to do either.”
Sajjad Ahmed, chief executive of the British Landlords Association, added: “Our advice is to view this as an opportunity to raise housing standards by improving inspection routines, record-keeping, and timely maintenance. Proactive management is the best way to protect both tenants and landlords under the new regime.”
The next Legal Futures Housing Condition Conference is on 16 April in Manchester. Early bird tickets are already available.
