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 Singapore Family Law Firms
Paid search reaches people at the moment they look for a divorce or children lawyer. We build controlled campaigns that keep out do-it-yourself searches, match pages to each matter, and count qualified WhatsApp, call and form enquiries.
You set the budget, your principal approves all wording, and the firm owns the advertising rules that apply to it. Intake hours shape scheduling
How paid search suits a Singapore family practice
Context from how your customers search, compare and book.
Paid search fits family law because the searcher often names the matter and the country. Someone typing divorce lawyer Singapore wants a firm now. The same words also bring students, researchers, and people looking for a court form, so unmanaged campaigns can spend quickly without a single serious enquiry.
We control this through match types and exclusions. Phrase and exact matching keep adverts close to real matter searches, while a growing negative keyword list removes do-it-yourself divorce, form downloads, job and internship searches, and terms that signal no need for a lawyer. Weekly search-term review shows what to exclude next.
In Singapore, many people would rather message than phone. We add WhatsApp and call options to adverts and pages, and we count a conversation as an enquiry only when it reaches a qualifying point, such as naming the matter. This teaches the platform to look for real prospects, not tap counts.
Adverts are written in calm, plain words with no outcome claims. Your principal approves every line, and the firm remains responsible for advertising compliance. We describe the matters the firm handles, whether civil or Syariah, and how to make contact, and nothing more.
Who Google Ads suits
groups Customer segments
- person Firms wanting steady consultations while organic visibility builds
- person Practices adding a new service such as children or maintenance work
- person Boutique firms competing with larger names in a crowded market
- person Firms handling both civil family and Syariah matters that need separate routes
psychology What drives their decision
- check_circle A need for enquiries that begin within weeks
- check_circle A wish to control spend by matter type and by language
- check_circle A requirement to count qualified conversations, not clicks
- check_circle A preference for accurate, calm adverts the principal has approved
How we deliver SEM
A clear, repeatable process built around how family law customers search and decide.
1
Goals and capacity
We agree which matters to advertise, in which languages, and how many consultations the lawyers can take. Goals are set in qualified enquiries and booked consultations, so the account is built around what the firm can actually deliver.
2
Keywords and match types
We group searches by matter, such as divorce, custody, and maintenance, and choose match types for each group. Starting tight avoids paying to discover which broad terms are wasteful, and we widen only where data supports it.
3
Exclusions and review
The first negative list removes do-it-yourself, form, jobs, internship, and research searches. We then review actual search terms every week and add exclusions as new irrelevant queries appear, so waste falls as the account matures.
4
Landing pages by matter
Each campaign sends visitors to a page for that matter, with a WhatsApp button, a phone number, and a short form asking about children, maintenance, or both. Civil and Syariah matters use separate pages when the firm handles both.
5
Scheduling and rebalancing
Adverts and call buttons follow your intake hours, with WhatsApp and a form as the fallback and a reply time your team can meet. Monthly, we move budget towards the matters and areas that produce suitable consultations.
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 Singapore
- check_circle Campaign build and ongoing management
- check_circle Weekly search-term review and negative keywords
- check_circle Landing pages for each matter
- check_circle WhatsApp, call, and form conversion tracking
- check_circle Monthly reporting with a review call
What you can expect
- verified Adverts shown to people searching for the matters you handle
- verified Less spend on do-it-yourself and free-form searches
- verified Qualified WhatsApp conversations counted alongside calls and forms
- verified Budget that follows the hours your team can respond
- verified Civil and Syariah enquiries tracked separately
- verified Reporting you can set against fee income
Deliverables you receive
inventory_2 Campaigns structured by matter type, with civil and Syariah kept apart where both apply
inventory_2 Keyword groups with deliberate match types, reviewed against real search terms
inventory_2 A negative keyword list covering do-it-yourself, forms, jobs, and research searches
inventory_2 Advert copy drafted for principal approval, calm in tone and free of outcome claims
inventory_2 WhatsApp, call, and form tracking that counts qualified conversations as conversions
inventory_2 Intake-hours scheduling and a monthly report of spend in SGD and consultations booked
Technical approach
The mechanics behind SEM for family law, explained plainly.
Counting real conversations
A conversion is a call of sensible length, a completed form, or a WhatsApp chat that names the matter. Bare taps on a button are not counted. This keeps the platform searching for serious enquiries and keeps reports honest.
Click-to-chat and call tracking
Tagged WhatsApp links and tracked numbers show which advert produced each contact. Data is handled in line with Singapore's Personal Data Protection Act, and your firm decides who sees enquiries and how long they are kept.
Speed and page testing
Landing pages load fast on mobile and carry one clear action. We test headlines, form length, and button placement one change at a time, keeping what improves qualified enquiries and dropping what does not.
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 Google Ads
Paid search can bring enquiries sooner than organic work, though the first weeks are for learning and tightening.
Days 1 to 14
Tracking, landing pages, exclusions, and first adverts are prepared and approved by your principal. Spend begins cautiously so the earliest search-term data can shape the next steps.
Days 15 to 45
We prune irrelevant queries, adjust bids by matter, and test page changes. You should begin to see which searches produce WhatsApp chats, calls, and forms your team can convert.
Months 2 to 4
Budget follows the matters and areas that perform, and new exclusions keep quality steady. Results vary with competition and capacity, and no volume of enquiries is promised.
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? expand_more
It depends on the matters advertised and how many consultations your lawyers can take. We suggest a modest, controlled start and more only where the data supports it. We do not quote a figure before understanding your intake.
Is ad spend separate from your fee? expand_more
Yes. Ad spend goes to the platform from your account, and our fee is separate. You can see spend and results at any time, and the account remains yours.
How do you stop irrelevant clicks? expand_more
By combining tight match types with a growing negative keyword list, and by reviewing actual search terms every week. Do-it-yourself, form, and job searches are excluded early.
Can adverts mention results? expand_more
We do not write outcome claims. The advertising rules that apply to your firm remain your responsibility, and we write only what you can substantiate. Your principal approves every advert before it runs.
How do you count WhatsApp enquiries? expand_more
Tagged click-to-chat links let us match a conversation to its advert. We count it as an enquiry when it reaches a qualifying point, such as naming the matter, and your team marks each conversation as suitable or not.
Can you keep civil and Syariah separate? expand_more
Yes. Where the firm handles both, each gets its own campaigns, landing pages, and tracking, and enquiries go to the right lawyer. Where it handles only one, we advertise only that one.
Can adverts run in other languages? expand_more
Only where your team can respond in that language. We can write or check adverts and pages with fluent staff, and we keep separate results by language to see what works.
How soon can adverts start? expand_more
Once tracking is in place and your principal has approved wording and pages, campaigns can usually begin within a couple of weeks. Several matters or languages take longer to set up properly.
Ready to get more from Family Law SEM?
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