Law Firm Marketing
I help law firms win family, property, wills and commercial clients from Google. People who need advice find your practice areas and book a consult. You deal with me directly, and I track where each enquiry came from.
- ✓Consult bookings in the practice areas you want to grow
- ✓Your expertise and client reviews clear before anyone calls
- ✓Published prices, month to month, with no lock-in
“Chris is the Google Guru! His knowledge in this area, coupled with his intent on understanding your business objectives, really makes for successful results. He is knowledgeable, authentic and trustworthy, and I can’t recommend him and his services strongly enough.”
160+ 5-star Google reviews across Australia
Work directly with Chris
Meet Chris →Quick answer
Law firm marketing on Google brings in clients through 3 channels. Practice-area pages and Google Maps meet the searches clients make, Google Ads covers urgent matters, and a website built for bookings turns a visit into a consult. I run all 3 for Australian firms, with website SEO from $1,500+GST a month and Google Ads management at $800+GST a month plus your ad spend. Every call, form and booking is traced to the search behind it, and your practitioners approve every ad and page.
How clients choose a lawyer on Google.
The path from a first search to a booked consult has 4 steps, and each one is a chance for your firm to be chosen.
Step 1
They search for the matter
People type the help they need in their own words: 'family lawyer near me', 'drink driving lawyer Gold Coast', 'how much does a will cost'. Each practice area is its own set of searches, and many of them carry a suburb or city.
Step 2
They compare firms on the map
For local and urgent searches, Google shows 3 firms on a map with their reviews, hours and distance. A complete Business Profile with recent reviews gives a searcher every reason to tap your firm.
Step 3
They read before they ring
Family, estate and employment matters are considered decisions. People read about the process, how fees work and who they'd deal with, so a practice-area page that answers those questions earns the call when they're ready.
Step 4
They contact the firm that makes it easy
A number that's easy to tap, a short enquiry form and a calendar for booking a first consult. I track each of those, so you can see which searches turn into booked consults.
Directories such as FindLaw and LawPath are built for broad national terms like “lawyer”. Your own practice-area and suburb pages are built for the specific searches your clients make, and the enquiry comes straight to your firm. That's where I put the work, and it sits comfortably beside any directory listing you already have.
The 3 Google channels I run for law firms.
Each channel has its own job and a published price. You can start with 1 and add another once it's working.
Website SEO and Google Maps
A page for each practice area and office, a Business Profile set up for legal work, a review routine that respects confidentiality, and the technical work that keeps your site quick. Website SEO is $1,500+GST a month for a cluster of suburbs, $2,500+GST for a whole metro area and $4,000+GST for firms in more than 1 city, all month to month.
See SEO for law firms→Google Ads with call and form tracking
Search campaigns for the matters you want more of, each with its own landing page (1 per campaign), and every call, form and booking traced to the search that brought it. Management is $800+GST a month plus your own ad spend, which you pay to Google directly and set yourself.
See Google Ads for lawyers→A website built to book consults
Websites start at $4,000+GST, quoted as a fixed price once the scope is agreed. Each one launches connected to Search Console and Google Analytics, with calls, forms and calendar bookings recorded as conversions, so you can trace every lead to its source.
See law firm websites→Starting with Google Maps
A one-off Google Business Profile optimisation is $750+GST. Google Maps syndication is $800+GST a month for 1 syndication, or $1,450+GST for 2, sold separately. Each syndication is a short, factual story about your firm, published with your name, address and practice areas stated the same way every time, and it's built to bring calls and bookings from Google Maps while the website work builds. See how my local SEO works.
A plan for each practice area.
Every practice area brings a different client with a different sense of urgency, so each one gets its own mix of channels.
Family law
Website guides, then Maps
Separating couples read carefully before they call. Clear guides on property settlement, parenting arrangements and the first meeting bring them to your site early, and a strong Maps listing is there when they're ready to book. Ads suit the narrow searches that signal a decision, such as 'family lawyer consultation'.
Criminal law
Google Ads and Maps
Criminal matters are urgent and usually searched on a phone. Ads and Maps carry this practice area, sending people to a page that leads with your number and the hours you answer. Call tracking shows which searches brought each call.
Personal injury
Built to your state's rules
Several states set extra limits on advertising personal injury work, and in some an ad may carry only who you are, how to reach you and the work you do. I build campaigns and pages to what your state permits, and your practitioners approve every word.
Wills and estates
Website pages by suburb
Steady, planned demand from people in the suburbs around your office. A thorough wills page, an estate administration page and pages for the suburbs you serve bring regular enquiries with no cost per click. If you offer fixed-fee wills, the page says so plainly.
Conveyancing
Google Maps first
Buyers and sellers search by suburb and choose from the map. A Business Profile set up for conveyancing, with a review requested after each settlement, is where this work is won, and it's where my strongest legal-services result sits.
Employment law
2 audiences, 2 sets of pages
Employees and employers search in different words for different help. Each side gets its own pages and its own ad groups, so an employer after workplace advice and an employee asking about a dismissal both land on a page written for them.
If your firm covers several areas, I start with the 1 or 2 you most want to grow and build from there, so the budget goes where you want the work.
Already running Google Ads?
Send me your Google Ads Customer ID and I'll come back with a written review of what I'd change and in what order, at no cost.
Get a free Google Ads account review“Spending less with Google Adwords yet giving us more sales leads is already a great return on investment. Chris is a very trustworthy person who really tries to understand our business and makes great suggestions tailored to our business for further improvements regarding our internet presence.”
Advertising within the professional conduct rules.
Australian lawyers can advertise, and Google Ads, a Business Profile and a firm website all count as advertising. I'm not a lawyer, and your firm's practitioners sign off every ad and page before it runs. From what I know, the conduct rules ask for legal advertising that's truthful and fair, with no promise about how a matter will turn out.
Several states also set extra limits on advertising personal injury services. The detail differs from state to state and is updated from time to time, so I work to your state's current rules and your compliance contact's advice. I bring 5 habits to every legal account.
- ✓Ads and pages describe your services, your process and how to reach you, and leave the result of any matter to its own facts.
- ✓Experience, accreditation and specialisation are described in the exact words your practitioners approve.
- ✓Any fee in an ad matches the fee on the page, with what it covers stated plainly.
- ✓Personal injury campaigns stay within what your state permits.
- ✓Every ad, landing page and review reply goes to the responsible practitioner for sign-off before it goes live.
A note on scope
Your law society or your firm's compliance contact has the final word on wording. I keep my side to the marketing, and I build their sign-off into every campaign and page.
How I work with a firm.
You deal with me directly, from the first call to the monthly report, on month-to-month terms. I'm based in Adelaide and work with firms across Australia.
1
A strategy call with me
You tell me which practice areas you want to grow, where your clients come from and what a new matter is worth to the firm. I look at how your firm shows up on Google today and where I'd start.
2
Tracking set up first
Calls, enquiry forms and calendar bookings are recorded as conversions before any ad budget goes up, so every enquiry can be traced to the search and the channel behind it.
3
Monthly work your practitioners approve
New practice-area pages, campaign changes and Business Profile updates go to the right lawyer for sign-off before they go live.
4
A report by practice area
Calls, forms, booked consults and cost per enquiry for each practice area and each channel, so you can see where new matters come from and where the next dollar should go.
Real Client Results
The same playbook, proven on real local businesses.
My closest result to a law firm is in legal services. I ran SEO for Fentons Conveyancing in Christies Beach, South Australia, through 2025. On a 13 by 13 Local Falcon grid for “conveyancer christies beach”, Fentons held first place on Google Maps at every grid point on 5 scan dates between May 2025 and February 2026. Its share of local voice dipped to 96.49% in December 2025 and 92.98% in January 2026, then returned to 100%.
The Australian Institute of Conveyancers (SA Division) invited me to speak and run a workshop, and 3 firms in the room became clients. Outside legal services, Adam Plumbing & Gas in Adelaide went from 13 new Google clients a month to 41 with me by month 4, and The Gut Guy in Melbourne had a 50% rise in scheduled consultations from local SEO, with the impact showing in about 2 months.
1st
on Google Maps at every point of a 13 by 13 grid, on 5 scan dates, Fentons Conveyancing
3 firms
became clients after my AICSA workshop
13 to 41
new Google clients a month by month 4, Adam Plumbing & Gas, Adelaide
50%
more scheduled consultations from local SEO, The Gut Guy, Melbourne
My conveyancer page has the detail behind Fentons Conveyancing's Maps result.
Want the same approach for your firm's practice areas? Book a free strategy call and I'll show you where I'd start.
“Chris has been instrumental in enhancing our SEO efforts. … Chris has played a fundamental role in helping us create suitable content for blogs, service pages, and other sections of our website, significantly boosting our online visibility and driving conversions.”
Questions lawyers ask before hiring a marketing agency.
What does law firm marketing cost?
How do you handle the advertising rules for lawyers?
Can my firm compete with legal directories like FindLaw and LawPath?
Why are legal Google Ads so expensive, and how do you keep the cost per client down?
How long before marketing brings in new clients?
Do you work with firms outside Sydney and Melbourne?
Will my firm show up in AI answers?
“When you work with Chris, you only work with Chris. He doesn't outsource his work.”
Book Your Free Strategy Call
A free 30-minute call with me. Tell me the practice areas you'd like more clients for, and I'll show you the searches, pages and campaigns I'd start with.
Or call 0403 454 199
Related Industries
I help professional services firms across Australia win clients from Google.
More Consults for the Practice Areas You Want to Grow
Call me, book a strategy call, or tap Chat with Chris in the corner. Tell me which matters you'd like more of, and I'll show you how I'd bring them in from Google.
160+ 5-star Google reviews across Australia
Also see marketing for accountants and mortgage brokers