Rising Google Ad costs show law firms competing for mould and damp claims after Awaab’s Law
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 for “mould claim” rose from 3.94 pounds in January 2024 to a peak of 13.91 pounds in March 2025, shortly after the government 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 within fixed timeframes.
The scope will be extended to further hazards next year including excess cold and heat and yet more the year after.
The cost per click figure for October was 13.24 pounds, up from 12.07 pounds in September, according to Pyramid Eco, a company that retrofits properties to become warmer and more energy efficient.
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“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 figures from Pyramid Eco suggest that law firms are increasing their advertising budgets to compete for housing disrepair cases linked to mould and damp. Industry observers say the sharp rise in cost per click highlights growing competition among claimant firms seeking to attract tenants affected by poor housing conditions.
With the cost of advertising for “mould claim” searches rising steeply throughout 2024 and 2025, firms appear to be positioning themselves for an expected increase in case volumes as Awaab’s Law takes effect. The introduction of fixed deadlines for landlords to deal with hazards is expected to generate significant demand for legal advice from tenants living in affected properties.
Pyramid Eco, which specialises in retrofitting homes to improve energy efficiency, said that the sustained rise in Google advertising costs reflected growing interest from both law firms and claimants in the emerging area of housing disrepair litigation linked to damp and mould.
Legal and housing sector commentators expect that the advertising trend will continue into 2026 as further hazards are added to the scope of Awaab’s Law and the regulatory framework for social housing tightens. The expansion of the law to include risks such as excess cold and heat is likely to attract further attention from both claimant and defence firms operating in the housing sector.