Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
SEM for Family Law
Google Ads for Family Law Firms in Australia
Paid search puts your firm in front of people who have already decided to look for a family lawyer. The risk is paying for students, free-form hunters and other states. We build campaigns that filter hard and count only qualified enquiries.
Campaigns are built around matter types, staffed cities and intake hours, with tracking that separates a real consult request from a curious call. You own compliance.
Why paid search needs care in family law
Context from how your customers search, compare and book.
Family law clicks are expensive to waste. Someone searching how to file for divorce online may want a form, not a solicitor. Someone searching family lawyer sydney may be ready to book. Match types, negative keywords and ad wording exist to tell those people apart before the click is paid for.
We structure accounts by matter: parenting, property settlement, divorce and, where the firm offers it, financial agreements. Each gets its own ad group and its own landing page, so the page confirms exactly what the searcher typed and asks for the details a solicitor needs.
Timing matters. Many enquiries arrive in the evening or on weekends. We schedule ads around when your intake team can respond and, where the firm wishes, use a clear call-back promise for after hours. An unanswered enquiry often goes to the next firm on the list.
Advertising rules for legal services differ by state and territory, and the firm remains responsible for compliance. We keep ad text factual, avoid outcome claims and comparisons with other firms, and give your principal sign-off on copy before it runs.
Who Google Ads suit in family law
groups Customer segments
- person Practices with a staffed intake line or reception
- person Firms with a clear structure for first consults
- person Offices in a competitive capital-city market
- person Practices launching a new office or matter type
psychology What drives their decision
- check_circle Ability to respond to enquiries quickly
- check_circle Landing pages that match each matter type
- check_circle Budget set with intake capacity in mind
- check_circle Reporting that counts consults rather than clicks
How we deliver SEM
A clear, repeatable process built around how family law customers search and decide.
1
Account and intake review
We review any existing account, then talk through your intake process, hours, the matters you want and the matters you decline. That shapes which campaigns we open and which searches we exclude from day one.
2
Keyword and match design
We build the keyword set around matter types and staffed cities, using phrase and exact match for control. Broader terms are tested only under tight negatives, and search term reports are reviewed weekly to catch drift.
3
Landing pages by matter
Each campaign points to a page for that matter type, with a short form, click-to-call and a plain note on what happens at a first consult. Forms ask about children, property or both, and suburb, so intake can triage.
4
Tracking and call handling
We set up call tracking, form tracking and, where the firm can share which enquiries became consults, offline conversion import. Conversions count qualified enquiries, not every ring or click.
5
Optimise and report
Weekly checks on search terms, bids and ad text, with a monthly report. We pause what wastes spend, expand what books consults, and say so plainly when the constraint is intake capacity rather than ads.
query_stats
What Family Law SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers in Australia
- check_circle Campaign build by matter type and city
- check_circle Weekly search term and negative keyword review
- check_circle Landing page copy and form design
- check_circle Call and form conversion tracking
- check_circle Monthly report and strategy call
What you can expect
- verified Enquiries that name a matter type, a suburb and a need
- verified Less spend on free-advice and form-download searches
- verified Ads that run when your team can answer
- verified Clear cost per booked consult where outcomes are shared
- verified Landing pages that confirm what the searcher typed
- verified Budget shifted toward the matters that book consults
Deliverables you receive
inventory_2 Account structure by matter type and city, with separate budgets for each
inventory_2 A negative keyword library excluding free forms, students, job seekers and other-state searches
inventory_2 Matter-specific landing pages with a short enquiry form and click-to-call
inventory_2 Ad schedule aligned to the hours your intake team can respond
inventory_2 Call tracking with recording settings agreed with the firm and disclosed to callers where used
inventory_2 A monthly report showing qualified enquiries, booked consults and cost per booked consult
Technical approach
The mechanics behind SEM for family law, explained plainly.
Conversion tracking that counts what matters
We define a qualified enquiry with the firm, such as a form naming matter type and suburb, or a call above an agreed length, and count only those as conversions. This stops bidding from chasing cheap but empty clicks.
Negative keywords and search term control
Negative lists grow every week from real search terms. We block free advice, forms, court self-help, jobs, study and searches naming other states or cities you do not service, while protecting the terms that matter.
Landing page speed and consent
Pages load quickly on mobile and carry the cookie and privacy notices the firm requires. Tags fire only as configured, and the form avoids collecting detail about people's circumstances that intake does not need.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to enquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from family law Google Ads
Paid search can produce enquiries quickly, but the first weeks are for learning, not for judging.
Days 1 to 14
Account built, tracking tested, landing pages live and negatives loaded. Campaigns start at a controlled budget, and early data shows which searches trigger your ads.
Days 15 to 60
Search terms are reviewed weekly, ad text and pages are tested, and budget moves toward matters that produce qualified enquiries. We check call and form quality with your intake team.
Month 3 onward
Settled patterns allow steadier budgets and wider matter or city coverage. Reporting shifts toward booked consults where the firm shares outcomes, and we refine against those results.
Other Family Law marketing services
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
How much should we spend on Google Ads? expand_more
It depends on your city, your matter types and how many consults your team can take. We set a starting budget with you after reviewing the market and your capacity, then adjust from real data. Talk to us about your situation.
Do you use broad match? expand_more
Sparingly. Phrase and exact match carry most of the spend because they give control over what triggers ads. Broad terms are tested only with strong negative lists and close weekly review.
How do you keep out people wanting free advice? expand_more
Through negative keywords, careful ad wording and landing pages that state what a first consult involves. Searches for free forms, self-representation and legal aid are typical exclusions, unless the firm offers those services.
Can ads run only when intake is open? expand_more
Yes. We can schedule ads for staffed hours, or keep them running with a clear call-back promise and an after-hours form. The right choice depends on your team and how quickly you reply.
What counts as a conversion? expand_more
A qualified enquiry as defined with the firm, such as a completed form naming matter type and suburb, or a call of meaningful length. We avoid counting page views or short calls that never reached a person.
Who approves the ad wording? expand_more
Your principal or a nominated solicitor approves ad copy and landing pages before they run. The firm remains responsible for compliance with the advertising rules that apply to legal practices in its state or territory.
Can you target by suburb? expand_more
We target by city and region around staffed offices and adjust within them using performance data. Location settings and exclusions keep spend on people who can realistically attend your consult, in person or online.
How do you treat enquiries that mention family violence? expand_more
Those enquiries need a careful response and referral information chosen by the firm. We do not aim ads at people because of their circumstances, and we keep messaging factual and calm. Your intake team decides how such calls are handled.
Ready to get more from Family Law SEM?
Get a free audit and we will show you where you are losing enquiries today.
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