Marketing Partnerships
Google Ads for lawyers across Australia: a campaign for each practice area, ad copy within the conduct rules and every enquiry tracked by matter type.
Part of Marketing for LawyersPaid search for law firms
Rock Solid Marketing manages Google Ads for lawyers and law firms across Australia from our Mildura office: search ads that put your firm in front of people looking for legal help now.
A family law enquiry, a drink-driving charge and a deceased estate are worth different amounts and arrive with different urgency. Lump them into one campaign and the cheapest clicks take the budget. So we give each practice area its own campaign, budget and landing page, and report what each enquiry cost.
Our legal work includes a 6-month personal injury campaign for Maloney Anderson Lawyers in Mildura, with paid Meta lead ads, a TV commercial and press. Managing your ads sits inside our partnership plans, from $4,500 + GST a month, and ad spend goes straight to Google. It’s one part of our wider law firm marketing.
9+
Years serving Sunraysia and the Mallee
10+
Years’ minimum experience for every specialist
10
Marketing specialists on your team
6
Core digital channels, one joined-up strategy
Common problems
We add negative keywords for free advice, legal aid, law degrees and lawyer jobs, then read the search terms report every month and block new ones.
Each practice area gets its own campaign and tracking, so the monthly report shows calls, forms and cost per enquiry for every matter type.
Ad copy follows rule 36 of the Australian Solicitors’ Conduct Rules: nothing misleading, no promised outcomes and “specialist” only for accredited lawyers. A lawyer at your firm approves every ad.
How we run your ads
Every campaign answers the same questions: what is this matter worth to the firm, how urgent is it, and who answers when it comes in?
Family, criminal, wills and estates, conveyancing and personal injury each get their own campaign and budget. The matters worth most to you get the biggest share, and low-value ones run on a tight cap.
Criminal matters don’t keep office hours. If your firm has an after-hours line, call ads run in those hours too. If not, ads pause when nobody can answer, so no one rings into voicemail.
Searches for free advice, legal aid, law degrees, salaries and court lists are blocked. Every month we read the search terms report and block new ones that slipped through.
No promised outcomes and no past settlement figures. “Specialist” appears only where your lawyer holds accreditation. In NSW and Queensland, personal injury ads stay within the tighter state limits.
Each campaign lands on its own practice page, with the lawyer’s photo, a tap-to-call button and a short form that asks for no matter details. Weak pages get fixed before we buy clicks.
Each month your account manager shows calls and forms by practice area, and what each one cost. You tell us which became files, so the budget follows the work you want.
Who it’s for
Your specialists
Callen MowattGoogle Ads SpecialistGold Coast QLD
Janine GowenlockRegional DirectorMildura VICHow it works
Every partnership starts with a strategy, then runs month by month with one plan and one point of contact.
A free 30-minute call about your business, your goals and whether a partnership is the right fit.
We get to know your goals, customers, challenges and opportunities, then give you a practical marketing roadmap.
Your account manager runs the plan each month across the channels it needs, from social media and SEO to email and press releases.
A monthly meeting by phone or visit, with a HubSpot dashboard that shows what the work is achieving.
How it starts
We start with your matters, not a keyword list. Which practice areas do you want more of, what is a new file worth, and which towns or suburbs do your clients come from? Who answers the phone at 8pm? Those answers set the campaigns, the budgets and the schedule.
Then we look at any account you already have: the searches you paid for, the ad wording and whether calls were tracked at all. Good Google Ads for lawyers starts with one or two practice areas and grows with the report. If better practice pages would win the enquiries without paying for clicks, we’ll tell you before we quote.
Spend where the matters are worth it, in words the rules allow.
Partnership activities
Ad spend is paid to Google on top of your plan. Ads-only management is estimated at about $2,000 + GST a month plus 10% of ad spend for one campaign, using our Lite ad package model. Google assets set-up is $800 + GST if Analytics, Search Console and Tag Manager aren’t in place.
Partnership plans
Every plan includes a dedicated account manager and our Google Ads Specialist. Hours decide how many practice areas we can run well at once.
Starter
$4,500+ GST a month
For small to medium size business with a need to start with marketing planning and to develop key objectives.
Designed to drive website traffic and understand key learnings for inbound marketing.
Enquire NowStandard
$5,500+ GST a month
Designed for businesses with aggressive growth goals and product and services campaigns with high level content production.
Ideal for medium size businesses looking to increase their marketing ROI.
Enquire NowAdvanced
$7,500+ GST a month
Tailored to businesses pursuing significant growth objectives, with a custom plan focused on the most profitable opportunities.
Includes a one-off 15-second online video or ebook of your goods and services.
Enquire NowBespoke
POA
A choice of customised plans, including a digital subscription for optimisation, automated lead nurturing and other clever marketing “force multipliers”.
Talk to us about your goals.
Enquire TodayWork in this industry
Mildura VICRock Solid Marketing launched the personal injury brand for Maloney Anderson Lawyers in Mildura, combining a TV commercial, brochures and paid ads to raise Nina Smart’s profile across Sunraysia.
Raised Nina Smart’s public profile as a personal injury lawyer in the region
Mildura VICRock Solid Marketing’s marketing partnership with Mildura Truck Centre, a heavy vehicle dealership in Mildura, supported truck and trailer sales, built a consistent brand voice and lifted enquiries for new and pre-owned trucks.
Significant increase in page engagement
Rock Solid Marketing provided marketing strategy and tender writing for Care Villas Australia, which won the 2024 Future of Ageing Award in the Property and Design category for its Smart Care Villa.
Loddon Mallee VICRock Solid Marketing supported the launch of GreenConnect’s nature-based dementia respite programs across Mildura, Bendigo, Heathcote and Merbein, for an Australian Government-funded consortium that secured $1.7 million in federal funding.
$1.7M Federal funding secured
Janine at Rock Solid Marketing has been fantastic to work with. She brings a clear, practical approach to online marketing and genuinely takes the time to understand your business before offering solutions. I highly recommend Janine for anyone looking for reliable, results-driven marketing support.
Resources
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FAQ
Can’t find what you’re after? Call us on 1800 842 022 or browse every answer on our FAQ page.
All FAQsThere are two costs: our management and the ad spend you pay Google. Management sits in our partnership plans, from $4,500 + GST a month, which also cover SEO, content and press. For ads only, our estimate is about $2,000 + GST a month plus 10% of ad spend for one campaign, based on our Lite ad package. You get a fixed quote after the discovery call.
Yes, within the rules. Rule 36 of the Australian Solicitors’ Conduct Rules bans advertising that is false, misleading, deceptive or offensive. It also limits “specialist” to accredited lawyers. Some states go further: NSW and Queensland restrict personal injury advertising. Your firm stays responsible for its own compliance, so a lawyer approves every ad we write.
Start with the matters you want more of, then reach people where they look for help. That usually means a Google Business Profile, practice pages on your website, search ads for urgent matters and referral relationships with other professionals. Then add content that answers common questions. Pick two or three channels and do them well, rather than everything at once.
Two ways: your Google Business Profile, which is free and shows in Maps, and Google Ads, which you pay for by the click. For ads, build a campaign for each practice area, write ads that follow the conduct rules and send each one to a matching practice page. Track calls and forms, or you won’t know what worked.
They can be, for matters worth more than the clicks it takes to win them. A click costs the same whether or not it becomes a file, so lawyer Google Ads only pay when tracking shows which practice areas turn into work. Ads also stop when you stop paying. That’s why SEO usually builds underneath.
Check them before you spend more. Many firms still run campaigns built from older guides on Google AdWords for lawyers, before Google renamed the platform Google Ads in 2018. Common problems: one campaign for every practice area, broad keywords that match free-advice searches, and no call tracking. We review the account first and rebuild only what needs it.
PPC (pay per click) is any advertising where you pay when someone clicks, and Google Ads is the biggest example. PPC for lawyers can also mean paid social ads on Facebook or LinkedIn. For most Australian firms, Google search ads come first, because that’s where people type their legal problem.
Yes. Google bills your firm’s card directly and the account sits in the firm’s name, with us added as managers. If you move on, you keep the account, its history, the tracking and the practice pages we built. Partnership plans have no lock-in contracts either.
Let’s start by scheduling a free discovery call so we can get to know each other and see if we’re a good fit for your marketing needs.
