Google Ads for family lawyers
People looking for a family lawyer are often stressed and searching on their phone. We build Google Ads around those searches and track every enquiry through to a signed client.
The problem with relying on referrals
Most family law firms grow through referrals and reputation. That works until it doesn't. Referrals come in waves, and it's hard to plan staffing or growth around a pipeline you don't control.
Google Ads can fill the gaps, but family law is a competitive and expensive auction. Clicks cost a lot, so every wasted one hurts. Common leaks we see:
Paying for the wrong searches
Free legal advice, legal aid, law students, court forms and jobs at law firms. All of them cost the same per click as someone ready to book a consult.
Enquiries nobody followed through
The account counts a form fill as a win. Whether that person booked a consultation or became a client never makes it back to the ad account.
Calls going uncounted
Plenty of people would rather call than fill in a form. If calls aren't tracked properly, your best enquiries are invisible to Google.
How we fix it
Keywords built around intent
Separation, divorce, parenting arrangements, property settlement and the other matters you handle, in exact and phrase match. A long negative list keeps out the people who won't become clients.
Ads and pages that speak plainly
Clear, calm messaging about what you help with and how to book a first consult. Legal ads have their own rules, like only using “specialist” if you're accredited, and we write with those in mind.
Tracking tied to consults and clients
Calls and forms each counted once, then matched to your practice management system or CRM. We report on consults booked and clients signed, with the click cost beside them.
Privacy matters here
Family law enquiries are personal. We track that an enquiry happened and where it came from. We never send the details of someone's matter to Google or any other ad platform.
Proof
Results from accounts like yours
A family law firm we took from no advertising to a steady flow of enquiries.
A Google Ads campaign that took a family law firm from no advertising at all to 199 leads over 15 months.
Keep reading
Related
FAQ
Questions people ask
They can. People search for a family lawyer when they need one, which makes Search a good fit. The catch is click costs, so the keywords, negatives and tracking need to be tight from day one.
A new client is worth a lot to a firm, so plenty of firms compete for the same searches. That's why we focus on cutting wasted clicks and tracking which enquiries turn into clients.
Yes. The family law firm in our case study had no advertising before we started. We built the account from scratch.
No. We track that an enquiry or call happened and which ad it came from. Details of anyone's matter stay with you.
Next step
Find out where your ad spend is going.
Get a $99 AUD Google Ads audit. We'll show you where money is being wasted and which leads you're missing out on.
Show me my current ad mistakes →