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 Immigration Law
Google Ads for Immigration Law Firms in Australia
Paid search reaches people the moment they ask about a visa. The risk is paying for clicks from people wanting a free form, a government page or a job. We build campaigns around the subclasses you file and count only qualified enquiries.
Campaigns are built by pathway, staffed city and intake hours, with tracking that separates a real consult request from a passing call. Compliance stays with the firm.
Why paid search needs care in immigration law
Context from how your customers search, compare and book.
Visa searches are full of look-alike intent. A person typing partner visa requirements may want a checklist, while a person typing partner visa lawyer is closer to instructing. Match types, negative keywords and ad wording exist to tell them apart before the click is paid for.
We structure accounts by pathway: partner, skilled, employer-sponsored, review and any other visa the desk files. Each gets its own ad group and landing page, so the page confirms what the searcher typed and asks for the subclass, status and location that intake needs.
Onshore and offshore audiences need different treatment. Someone in Sydney may want a local meeting, while someone overseas needs a video consult and time-zone-friendly follow-up. We set locations, languages and schedules separately and keep reporting for each group apart.
Advertising rules for legal services and migration advice differ by regulator, and the firm remains responsible for compliance. We keep ad text factual, avoid outcome claims and comparisons, and give your principal sign-off on every ad before it runs.
Who Google Ads suit in immigration law
groups Customer segments
- person Practices with a staffed intake line and a clear pathway focus
- person Firms seeking employer and corporate sponsorship work
- person Offices in a competitive capital-city market
- person Practices launching a new pathway or office
psychology What drives their decision
- check_circle Ability to respond quickly, including across time zones
- check_circle Landing pages matched to each pathway
- check_circle Budget set with intake capacity in mind
- check_circle Reporting that counts consults, not clicks
How we deliver SEM
A clear, repeatable process built around how immigration law customers search and decide.
1
Desk and account review
We review any existing account, then talk through the visas you file, those you decline, your intake hours and your languages. That decides which campaigns open first and which searches are excluded from day one.
2
Keyword and match design
We build keywords around subclass and pathway terms plus staffed cities, using phrase and exact match for control. Broader terms are tested only under tight negatives, and search term reports are reviewed weekly.
3
Landing pages by pathway
Each campaign points to a page for that pathway, with a short form, click-to-call and a plain note on what a first consult covers. Forms ask for subclass, onshore or offshore status and preferred consult method.
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 Immigration 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 pathway 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 subclass, a status and a need
- verified Less spend on free-form and government-portal 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 pathways that book consults
Deliverables you receive
inventory_2 Account structure by pathway and city, with separate budgets for each
inventory_2 A negative keyword library excluding free forms, government portals, job seekers and study queries
inventory_2 Pathway-specific landing pages with a short enquiry form and click-to-call
inventory_2 Ad schedules aligned to intake hours, with separate handling for offshore enquiries
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 immigration law, explained plainly.
Conversion tracking that counts what matters
We define a qualified enquiry with the firm, such as a form naming subclass and status, 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 forms, department portals, jobs, courses and searches for visas or cities the firm does not handle, while protecting the terms that matter.
Landing page speed and consent
Pages load quickly on mobile and from overseas, and carry the cookie and privacy notices the firm requires. Tags fire only as configured, and forms avoid collecting personal detail 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 immigration 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 visa searches trigger your ads.
Days 15 to 60
Search terms are reviewed weekly, ad text and pages tested, and budget moves toward pathways producing qualified enquiries. We check call and form quality with your intake team.
Month 3 onward
Settled patterns allow steadier budgets and wider pathway or city coverage. Reporting shifts toward booked consults where the firm shares outcomes, and we refine against those results.
Other Immigration 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, the pathways you file 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 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 forms? expand_more
Through negative keywords, careful ad wording and landing pages that state what a consult involves. Searches for checklists, forms and department portals are typical exclusions, along with terms for visas the desk does not file.
Can you advertise to people overseas? expand_more
Yes, where the firm accepts offshore clients. We set locations, languages and schedules for offshore campaigns separately, and report on them separately, because consult methods and follow-up timing differ.
What counts as a conversion? expand_more
A qualified enquiry as defined with the firm, such as a completed form naming subclass and status, 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 lawyer approves ad copy and landing pages before they run. The firm remains responsible for compliance with the advertising rules that apply to its practice and to any registered migration agents in it.
Can ads stop when we are at capacity? expand_more
Yes. We can cap budgets or pause campaigns by pathway when a desk is full, and reopen them when it is not. That protects response times and keeps enquiries from waiting.
How do you treat urgent or sensitive enquiries? expand_more
Wording stays calm and factual, with no pressure about deadlines and no fear tactics. Enquiries involving refusals or protection often carry stress, so we help design a reply routine that is prompt and respectful. The firm decides which matters it accepts.
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