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Google Ads For Lawyers

Tailored For New Zealand Law Firms

Are you looking to get more clients for your law firm? Google Ads for lawyers is one of the best options available today.

As a Google Ads marketing agency, we understand the intricacies of Google Ads for legal professionals. 

Google ads in the legal space is both competitive and expensive. We’re here to help you navigate this complex landscape and run profitable campaigns. 

Our expertise allows us to craft strategic campaigns that maximise your investment and avoid costly errors. With our assistance, Google Ads can become a pivotal tool in your law firm’s growth strategy.

Why Should Lawyers Run Google Ads?

At Dominate Marketing, we know for a fact that Google Ads is a smart choice for any legal practice seeking to get more clients through the door.

Google Ads’ robust Pay-Per-Click (PPC) system isn’t only cost-effective but also highly efficient in reaching the right audience.

How does it work? 

Well, imagine not having to pay unless someone actually interacts with your ad – that’s the beauty of PPC. 

You only pay when someone clicks on your ad, making every cent count. 

This way, you ensure that your budget brings you potential clients, giving you full control over your advertising expenses.

But why is this important? 

In the legal world, search terms can be pricey. 

However, with a well-organised Google Ads campaign managed by our expert team at Dominate Marketing, these high-cost search terms become an asset rather than a liability.

Remember, it’s not about reaching everyone; it’s about reaching the right people. 

Our team ensures your ads reach those actively seeking legal services similar to yours. We target your ideal clients, thus maximising the effects of your campaigns.

The Benefits Of Google Ads For Law Firms

The Google Ads platform offers a unique opportunity to connect with a specific audience that need your services right now.

Google Ads isn’t just any advertising platform; it’s a cost-effective solution tailored to your business needs.

The pay-per-click model ensures you only part with your funds when a potential client shows interest in your ad.

This approach results in a higher return on investment compared to the conventional methods of advertising, especially for law firms.

Our Google Ads service can significantly boost your online presence. 

Every time a user comes across your ad, even without clicking on it, they get to know your brand. 

In the long run, this can build recognition and trust in your brand, which is crucial in business.

However, we believe in a tailored approach because every business has unique needs.

We help position your business strategically, making it visible to those who need your services the most.

How We Get Exceptional Results With Google Ads

At Dominate Marketing, we’re experts in running Google Ads for lawyers, a powerful tool capable of attracting a wealth of qualified prospects to your firm. 

Here is the process we use to deliver the best results in the industry.

Market Research

Every successful Google Ads campaign starts with in-depth market analysis.

By comprehending the nuances of your audience’s search behaviour, we can tailor your campaign to connect with them effectively.

  1. Our first step is to delve into your target audience’s mindset. We strive to understand what they’re searching for, which aids us in selecting the right keywords and crafting engaging ad content. This direct connection with your audience is vital for the success of your campaign.
  2. Next, we perform a comprehensive competitor analysis. By deeply understanding what your business rivals are up to, we can spot potential opportunities for your brand and foresee any challenges. It’s not just about keeping up with the competition; it’s about outsmarting them.
  3. We also keep our fingers on the pulse of your industry trends. These trends can significantly influence consumer behaviour and expectations. We use this information to ensure your ads are always relevant and appealing to your audience.
  4. Finally, we don’t just set and forget your Google Ads. We continuously review, adjust, and perfect your campaign based on our findings. Remember, the secret to a successful campaign lies in constant testing and optimisation.

Highly Targeted Keywords

We believe in the power of using highly specific keywords to optimise your Google Ads campaign. 

Our method is simple but effective: we meticulously research and select keywords that are most likely to bring you high quality clients. 

This approach ensures you are spending your money to show your ad to the people who matter the most to your business.

Why are these keywords so crucial? 

Let’s break it down.

By using long-tail keywords, we tap into a less competitive market, giving your ads a competitive edge. 

These keywords are often more specific, enabling us to connect your services with those genuinely interested in them.

For example, instead of using a broad keyword like ‘lawyer’, we would use more specific keywords like ‘family lawyer auckland’. 

This long-tail keyword targets a specific group of people looking for this exact service in a particular location, making it more likely to convert into a paying client.

We also utilise negative keywords to refine your audience further. This helps to filter out irrelevant clicks, saving you money and focusing on qualified leads.

But we don’t stop there. We’re not just about choosing the right keywords; we also optimise ad targeting to ensure we’re reaching your intended audience. 

By aligning your keywords with what your audience is searching for, we maximise your return on investment.

Proven Ad Strategies

What you write in your ad is crucial to your campaigns success.

Here are some steps we take to achieve high CTR and conversion rates:

  1. Variation testing: We always run multiple versions of your ad to see what performs the best, and optimise accordingly. This allows us to perfect your ads until they are performing extremely well.
  2. Hyper relevant ad copy: We always ensure that every ad is specifically written for the keywords it is showing for, making it hyper relevant and increasing Click-Through-Rate (CTR) significantly.
  3. Continual Ad Optimisation: We’re always looking to improve. We’ll regularly tweak your ads to enhance their performance and keep your costs down. For example, we might rewrite ad copy or adjust keyword bids, all with the aim of getting you the best results possible.
  4. Detailed Performance Analysis: Understanding what works and what doesn’t is crucial. We’ll dig deep into the data from every campaign, learning valuable lessons that can be applied to future work. This means we’re constantly improving and refining our strategies to make sure they’re working for you.

Conversion Rate Optimisation & Landing Pages

Conversion Rate Optimisation (CRO) and designing effective landing pages is a crucial, yet often overlooked part of a successful Google Ads campaign.

Landing pages specifically designed for conversions turn a good chunk of your ad clicks into rewarding actions, providing a noticeable lift to your Google Ads campaigns’ return on investment (ROI).

The design of your landing page plays a critical role. 

Think of it as a persuasive tool that encourages visitors to engage with your business, whether that’s calling you or filling out a form. 

To ensure your landing page is working at its best, we constantly test different elements – the headline, the call-to-action buttons, and everything in between.

We don’t just rely on intuition. We study CRO case studies and apply tried-and-tested strategies to your campaigns. We also keep a close eye on performance metrics, always looking for ways to improve.

We don’t believe in a ‘set it and forget it’ approach. We monitor and analyse your campaign’s performance for continuous improvement.

Ongoing Optimisation

Our goal is to ensure your Google Ads are more than just satisfactory, they’re superb. 

This isn’t achieved overnight – it’s a continuous cycle of fine-tuning and improvement.

Firstly, we keep a constant eye on your campaign’s performance. This enables us to make necessary adjustments to improve both your return on investment (ROI) and conversion rates, which are key in making your business thrive.

We use a variety of optimisation methods from A/B testing to dynamic keyword insertions, bids based on device and more to significantly improve your ad’s relevance and performance.

By employing these strategies, we take your Google Ads from simply good to truly outstanding.

We don’t just aim for quick results, we ensure your ads keep delivering success for your business. We believe in the importance of building lasting success, not just quick wins.

The 3 Core COmponents Of A Successful Google Ads Campaign


In order to run a successful and profitable Google Ads campaign, the first thing you need to establish is a strategy that is highly likely to work right from the beginning.

You can’t just put in a bunch of keywords, close your eyes and hope for the best (you’d be amazed how many people do this).

You need to find “high intent” keywords that will be profitable to bid on and have a high likelihood of resulting in a sale.

Putting a list together of high buying intent keywords is a fundamental way to get your campaigns off to a good start.

Getting the Click

Now that you are showing your ads for keywords that are likely to bring business, you need to get these people onto your website.

That’s where the ads come in. 

The ad’s job is actually not to make the sale (like most people believe), it’s actually there just to get the potential customer’s attention and get them onto your website.

This is where so many Google Ads agencies go wrong.

They only focus on the ads and completely ignore where they are sending these people.

The problem is that the website is at least 50% of the equation, which is why they get such poor results most of the time.

This is because the website is what does the selling, so if you are sending them to a page that doesn’t do this well, they will just leave and you paid for nothing.

The point of the ad is to show the right thing to the right people to get as many of them onto your website as possible.


Now that you got the potential customer onto your website, you need to make the sale.

This is where you convince them that what you are offering is the best thing they can buy to get what they need, whether that’s a product or service.

Landing pages are an absolutely critical aspect of any Google Ads campaign, yet you’d be amazed how many Google Ads agencies don’t actually optimise landing pages for the campaign.

They are your sales pitch, your chance to throw every sales argument you have at the potential customer to get them to buy from you.

Do this right and you will be printing money. 💸

Do it wrong and you’ll be burning money. 🔥

Case Studies

14X Return on Ad Spend (ROAS) from Google Ads

Law Firm Making $180,000+ From Google Ads

Auto Electrician Getting 130 Leads Per Month With Only $400 In Adspend!

Car Accident Assessor Went From 0 to 80 Leads Per Month With Only $1000 Ad Spend

Automotive blog getting 28,000 visitors per month in less than a year!

3X Organic Traffic Within 6 Months!

Traffic screenshot of a law firm's SEO results

NZ Law Firm Gets 3X Increase In Organic Traffic After Website SEO Overhaul

Traffic screenshot of a plumber's SEO results

Australian Law Firm Gets 4X Increase In Organic Traffic After Website Rebuild & SEO Implementation

Traffic screenshot of a law firm's SEO results

NZ Plumber Goes From Almost 0 to 200 Users and 441 Keywords In Less Than 4 Months

Want Results Like These?

What Our NZ Clients Have to Say

7 reviews on
The business name says it all, Dominate Marketing. Mateja and his team are experts in their field and it is so refreshing to finally find a marketing team that actually does what they say. Mateja has revived my website and ranked it much higher in a shorter amount of time. Thank you again Mateja.
Unyte Management
Unyte Management
10/10 for Mateja. He's a pro at what he does, and there's no argument to be made there. He addressed our issue directly, offering honest and straightforward suggestions. It was a great pleasure working with him as he helped us generate more leads scaling our business even more.
Peter Fam
Peter Fam
Mateja is very good at what he does. He is efficient, helpful and his service is full of value particularly given the reasonable price. I highly recommend relying on him to elevate your business' internet presence.
Sophie Bloy
Sophie Bloy
We started working with Mateja mid 2022 and were getting around 20 leads per month through our Google ads and website in the months prior. Mateja optimized our entire website and Google Ads campaign, which resulted in an increase to over 90 leads per month without increasing our ad budget. With the increased performance we were confident to spend more money on ads and explore running ads in new practice areas which allows us to bring in even more lucrative cases for our business. We highly recommend Mateja. He is reliable, full of great ideas, and gets the results.
Kevin Magee
Kevin Magee
Outstanding, Mateja revived our non functioning website back to page 1 of google. I had approached 3 other companies but Mateja stepped up and owned it and still goes beyond our expectations. We get so many comments from customers and the leads keep growing every month. Kev@AAwreckers (1998) Ltd.
David Sweas
David Sweas
We were looking to expand our service shop and our offering, going from two lifts to four in our new facility, and we hired Mateja to build a website and run our online marketing. Our previous marketing was focused on our manufacturing operation that sells overseas, we hadn’t invested much in our local service offering at that time. Over the 12 months after engaging Mateja, we had an increase of cars in the shop to about double our previous volume, and a noteworthy change in the mix across brands that we service. Mateja has been helpful as a one-stop shop helping us to market across several different digital channels, and his proactive ideas and content generation have helped us to keep up with shifts in the market.
Kiro Mladenovik
Kiro Mladenovik
Hiring Mateja’s services was the best investment I made. He improved website functionality, increased phone calls, traffic and client visits. Very happy with his services. Highly recommended