Google Ads for law firms · Australia

Google Ads for law firms that produce real briefs.

Specialist Google Ads for Australian law firms. Built around how legal clients actually search: high-intent, practice-area-specific, geo-targeted. We delivered 52 monthly enquiries at $12 each for a Darwin law firm with this approach.

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Why most law firm Google Ads fail

$200 clicks that don't convert.

✕ Broad keywords like "lawyer" with no practice-area filter
✕ Sending traffic to generic firm homepage instead of practice page
✕ No call tracking, so no idea which keyword produced the brief
✕ Competing with national directory sites for legal-specific terms
How we run legal Google Ads

Built for the way legal clients actually search.

01

Practice-area-specific campaigns

Separate campaigns for family, criminal, conveyancing, wills, employment. Each with its own ad copy, landing page, and bid strategy. Generic "lawyer" keywords are deprioritised.

Why it works: a divorce client searches very differently to a property buyer. Single campaigns averaging across both waste 60% of spend.
02

Geo + practice combinations

"Family lawyer [suburb]", "criminal lawyer [city]" rather than national terms. Lower competition, higher intent, better Quality Score.

Why it works: legal clients hire locally 90% of the time. Geo-specific bidding cuts CPCs dramatically and converts at 3-5x the rate.
03

Dedicated practice landing pages

One landing page per practice area. Clear CTA (call or form), tracked phone number, real attorney bios, recent case outcomes.

Why it works: firm homepage conversion is typically 1-2%. Practice-area landing pages hit 5-10%. Same traffic, 3-5x the briefs.
04

Full conversion attribution

Dynamic call tracking per campaign + form tracking + CRM sync. Every brief attributed back to the keyword, ad copy, time of day, device.

Why it works: without tracking, you scale guesses. With it, you scale the campaigns that actually produce paying briefs.
Real legal Google Ads results · Darwin firm

Real numbers from a Darwin law firm.

+137%
Conversion rate lift
$12
Cost per enquiry
3.3×
Impression share lift
52
Monthly enquiries
#1
Organic brand rank
90d
From page 4 to #1

Full case study here. Measured Apr 21 to May 18, 2026.

Common questions

Legal Google Ads FAQs.

How much should a law firm spend on Google Ads?
It really depends. Three things drive the right number: your location (CPCs vary 5-10x between major-city and regional markets), your competition (how many other specialists are bidding on your terms), and your account setup (a properly built account converts 3-5x better than a poor one). We give a real recommendation in the free marketing review based on your specific business, not a generic range.
Are legal Google Ads expensive?
CPCs in legal can be $50-$200 for high-intent keywords. But a converted brief is often worth $2K-$50K. The cost matters less than the conversion rate. Most underperforming legal accounts have low conversion rates, not high CPCs.
What about advertising compliance (state rules)?
Different states have different advertising rules for legal services. NSW, Vic, Qld all differ. We know the rules and stay compliant. Bad legal advertising risks your registration.
How quickly will I see results?
First leads from Google Ads typically inside month one. It takes 2-3 months of optimisation to reach peak performance and dial in the practice-area mix.
Can you handle multi-practice firms?
Yes. Each practice area gets its own campaign + landing page. Reporting splits by practice so you see which areas are profitable.
no pressure, just a chat

Ready for Google Ads that produce real briefs?

Get a free marketing review. We'll audit your current account and tell you honestly what's tanking conversion.

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