Google Ads management for Australian law firms, shaped around how people look for a lawyer: by practice area, close to home and usually with some urgency. It's the approach behind 70 monthly enquiries at $10.21 cost per enquiry for a Darwin law firm.
Legal clicks cost more than most, so a loose account burns money quickly. The same four problems come up in almost every account we audit.
A mock-up for illustration. Neither ad belongs to a client.
Each area of law you want more of gets its own ads, budget and page, so a family law enquiry never competes with conveyancing for the same dollar.
Why it matters: the people searching for each are different, and so is what a new matter is worth to you.
Your ads show to people looking for your kind of lawyer in the places you practise, not to the whole country.
Why it matters: most people want a lawyer they can get to. Budget spent further out is budget wasted.
Every ad lands on a page made for that matter, with a clear way to call or book and the lawyers who will handle it. See how we approach law firm websites.
Why it matters: a stressed visitor shouldn't have to go looking, so the same clicks bring in more enquiries.
Calls and forms are tracked to the ads that produced them, so you can see which work brings in paying matters.
Why it matters: budget follows what is actually working, not a hunch.
The firm came to us two years into Google Ads, with little to show for the spend. We audited it, rebuilt it around its most valuable matters and reworded every ad around the phrases clients actually use. The work is part of a full-stack retainer, with SEO running alongside.
Cost per enquiry
Google Ads impression share (13.36% to 43.95%)
Monthly enquiries
Conversion rate lift
This result belongs to the search engine optimisation (SEO) side of the retainer, not the ads. It means people who hear about the firm and search its name now find it first. More on that in SEO for law firms.
Figures measured Jul 1 to Jul 31, 2026; every firm's numbers will differ. Read the full case study →
What's spending, what's converting and what's quietly leaking, before anything changes.
Search terms grouped by matter type and location, with the costly dead ends noted.
Job seekers, law students and free-advice hunters filtered out and kept out.
Written to your jurisdiction's conduct rules and approved by the firm before launch.
Phone calls, form submissions and mobile call taps logged in both Google Ads and Google Analytics 4.
Enquiries and cost per enquiry by practice area, in plain English. See our reporting.
Legal ads are bound by the professional conduct rules wherever your firm practises, and some states add tighter limits on personal injury promotion. We check copy against them before it runs, and the legal advertising rules summary sets out the basics.
Paid search also works harder next to the rest of your marketing. SEO for law firms keeps enquiries arriving when you ease off spend, and a well-built firm website converts the clicks you've paid for. Our paid ads service covers Meta as well as Google.
The full plan: search, ads and website together.
Marketing for law firms →Organic rankings that don't stop when spend does.
Read more →Landing pages that turn legal clicks into calls.
Read more →Looking for another profession? See Google Ads for accountants or every industry we work with.
There isn't a standard figure. Click prices swing a lot between capital cities and regional towns, some practice areas attract far more bidders than others, and a well-structured account needs less budget to produce the same enquiries. Your free marketing review ends with a starting budget worked out for your firm.
Because a new matter is worth a lot, plenty of firms bid for the same searches. The click price matters less than how many clicks turn into enquiries. When a legal account underperforms, the cause is usually conversion, not cost per click.
Copy is written to your jurisdiction's conduct rules: nothing false, misleading or deceptive, and no suggestion of specialist expertise a solicitor doesn't hold. Personal injury work is restricted further in some places, including Queensland. Nothing runs until your firm approves it. General information only, not legal advice.
Paid search moves faster than SEO, since ads are eligible to show the moment Google approves the campaigns. The tuning period after that varies with your practice areas, the local market and how much tracking is already in place. Instead of naming a date, we'll talk it through for your account in the free review.
Yes. Every practice area is given a separate campaign and landing page, and reporting is split the same way so you can see which areas earn their budget.
No. What you spend on clicks is paid straight to Google and kept separate from our management fee, so you can always see exactly where the money went.
It depends on what the audit finds. Some accounts need targeted fixes to keywords, tracking and landing pages. Others, like the Darwin firm's, are better rebuilt around the matters the firm actually wants.
We'll go through your ads, website and socials, see who you're up against and how much room there is to grow, then show you the layer we'd fix first. No pitch deck, no hard sell.
Redeem your free marketing review →