Google Ads for lawyers that bring in the right matters

Clicks are easy to buy. Signed matters are not. Black Shark Digital runs Google Ads for Australian law firms, built around the matters you want more of and measured on the enquiries and clients they bring in.

Your account is run by Andrej Mchantaf, a lawyer turned marketer with 20 years’ experience, from our base in Manly NSW. We keep our client list small on purpose, with a maximum of five law firms at any one time, so every account gets senior attention. That means client spots are limited.

Book a free Google Ads review or call 0421 192 045

When someone is charged with an offence, served with family law papers or hurt at work, they often look for a lawyer that day. Google Ads puts your firm in front of them at that moment, in the areas you serve and for the matters you actually want.

It is also one of the easiest places for a firm to lose money. Budget commonly leaks in three places:

• Broad keywords that attract job seekers, law students and people looking for free advice.
• Ads that send every click to the homepage instead of a page about the person’s problem.
• Reports that count clicks and form fills, not the matters they turned into.

Fix those three and the same budget can work much harder. That is where we start.

Every account we take on is built and managed around your practice areas, your locations and the value of a matter to your firm.

An account built around your practice areas

We split campaigns by practice area, and often by matter type and location, so your budget follows the work you want. A parenting matter and a property settlement are different searches with different values, so they get different campaigns, ads and budgets.

Keywords that match real legal intent

We bid on the searches people make when they are ready to speak to a lawyer, such as a practice area plus a suburb, or “lawyer near me”. Then we build a negative keyword list to keep out searches that will never become clients: jobs, salaries, law degrees, templates, DIY and free advice.

Ad copy written within the conduct rules

Lawyers’ advertising must not be false, misleading, deceptive or offensive, and solicitors cannot claim to be specialists unless they are accredited. We write every ad with those rules in mind: no outcome promises, no “specialist” wording without accreditation, and no claims your firm can’t back up. You approve the copy before anything goes live.

Landing pages that turn clicks into enquiries

Sending ad traffic to your homepage wastes it. Each campaign points to a page about that matter, with a clear phone number, a short enquiry form, and the reassurance people need before they call a lawyer. If your site can’t do that, we build the pages for you.

Tracking every call and form through to signed matters

We set up conversion tracking for calls and forms in Google Ads and Google Analytics 4. Where you can share it, we feed back which enquiries became clients, so the account learns to find more of those, not just more form fills. If calls are recorded, we make sure your privacy notice covers it.

Bidding, budgets and ongoing management

Search campaigns come first, because that is where intent is highest. Where it suits the firm, we add YouTube and Microsoft (Bing) Ads. We regularly review the search terms that triggered your ads, add negatives, adjust bids and move budget towards the campaigns producing matters.

We work with firms across most practice areas. Whatever your firm does, campaigns, ad copy and landing pages are built around the specific matters you want more of, and around any advertising rules that apply to them.

There are two costs: our management fee, and the ad spend you pay Google directly.

Management fee: quoted for your firm

We don’t publish a fixed price, because no two law firm accounts are the same. Fifty small campaigns across several practice areas and regions take far more work than one large campaign, and it wouldn’t be fair to bill them the same. Your fee is quoted for your firm, based on:

• Scope: how many campaigns, practice areas and regions we manage.
• Ad spend: the budget the account runs on.
• Complexity: tracking, landing pages, compliance review and how much attention the account needs.

There is no one-size-fits-all package. After your free review you get a clear written quote, so you know exactly what you are paying for before you decide.

Ad spend: you pay Google directly, with no markup

Your ad spend never passes through us. You pay Google (and Meta, or any other platform we run for you) directly on your own credit card, so there is no markup on your ad spend and you can see every dollar in the platform’s own billing. Our fee is separate.

What you spend on clicks depends on your practice area, your location and what a matter is worth to you, and click costs vary widely between practice areas. In your free review we pull current Google Keyword Planner estimates for your practice areas and locations, and recommend a starting budget that can produce enough data to optimise.

Carl Mickels, Partner at Firths, on working with Black Shark Digital

“He’s been quite the success for us”

“I have no hesitation of recommending him”

— Carl Mickels, Partner, Firths

Results depend on your practice area, location, budget and how quickly enquiries are followed up. We will tell you what is realistic for your firm before you spend a dollar.

1. Getting to know you. We learn which matters you want more of, where your clients come from and what a good matter is worth.
2. Finding the opportunities. We review your current account (or the market, if you are new to Google Ads), your tracking and your landing pages.
3. Setting the course. You get a written plan: campaigns, budgets, landing pages, tracking and what to expect.
4. Taking over the account. We rebuild or launch, then manage it on an ongoing basis with plain-English reporting.

• A lawyer turned marketer runs your account. Andrej understands how firms work, what clients worry about and where the advertising rules sit.
• 20 years in digital advertising, mostly for big-name law firms.
• A deliberately small client list. We work with no more than five law firms at a time, so you are never one account among hundreds.
• Direct access. You deal with Andrej, not an account manager who passes messages on.
• No markup on ad spend. You pay Google, Meta and other platforms directly on your own credit card.
• Your ad accounts are yours. You own them outright, and if you ever leave, you keep them, with all their history and data.
• Plain-English reporting focused on enquiries and matters, not a dashboard of jargon.

Read more about Andrej

• No negative keywords, or a list that hasn’t been touched in months.
• One campaign covering every practice area.
• Broad match keywords running without enough conversion data.
• Phone calls not tracked, so the best enquiries are invisible.
• Every ad pointing to the homepage.
• Ad copy that uses “specialist” or implies outcomes.
• Ads running statewide when your clients come from a handful of suburbs.
• Reports that stop at clicks.

If three or more of these sound familiar, a free account review will show you where the budget is going.

Tell us about your firm and we will look at your current account (or your market, if you are not advertising yet), your tracking and your landing pages. You will get a plain-English summary of what is working, what is wasting money and what we would change. The review is done by Andrej, not a junior.

Book a free Google Ads review or call 0421 192 045

Email: info@blackshark.digital · Based in Manly NSW.