Marketing for superannuation and TPD claims lawyers
Many people don’t know they have total and permanent disability (TPD) or income protection cover through their super until they can’t work. When they find out, or when an insurer delays or declines their claim, they start searching. Black Shark Digital helps superannuation and TPD claims lawyers reach those people with clear, careful marketing.
Your marketing 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, and right now we have 4 client spots left.
Book a free marketing review or call 0421 192 045
How people look for a TPD or super claim lawyer
They search for “TPD claim”, “TPD lawyers”, “superannuation claim lawyer” and “income protection claim”, and they ask questions: “how much is a TPD payout”, “can I claim TPD if I’m still working”, “my TPD claim was rejected”. Many have more than one super fund, and many are searching while unwell, or with a partner or family member helping.
That means your marketing has two jobs: answering the questions people ask while they research, and making it simple to find out, without pressure, whether they may have a claim.
Why superannuation and TPD marketing is different
The audience is unwell, worried and often out of work
The tone matters. Ads and pages need to be calm, plain and respectful, and never sound like they’re chasing someone. That’s also what the platform rules require.
Matters aren’t tied to a local court
TPD and super claims are usually made against a super fund and its insurer, so many firms act for clients across several states. That changes how campaigns are targeted: often nationally, or by state, rather than suburb by suburb.
Long research, then a decision
Many people read about TPD for weeks before they make contact. Helpful pages that explain how claims work, the evidence usually needed and what happens if a claim is declined are what bring them back to your firm when they’re ready. Read more about SEO for lawyers.
The fee comes at the end
On no win, no fee terms, your firm carries the cost until the claim resolves, so we report on signed clients rather than clicks or form fills.
TPD and super claims marketing and the rules
The Australian Solicitors’ Conduct Rules apply to every ad and page: advertising must not be false, misleading, deceptive or offensive, and no one can be called an “accredited specialist” unless they are accredited. For TPD and super claims in particular:
- No payout promises. Payouts depend on the person’s policy and circumstances. Advertising a figure, or implying one, can easily mislead.
- “No win, no fee” must be accurate. It has to match your actual costs agreement, including how fees are calculated and what happens with disbursements.
- Health and ad platforms. Meta doesn’t allow ads that assert or imply someone has a health condition, so ads describe the service, not the person. Google treats health as a sensitive interest category, which limits remarketing and other audience targeting.
- No cold-calling, no buying claims. Claim farming laws differ between states and schemes. Whatever the matter type, approaching people about claims and buying or selling claims are high-risk.
This is a summary, not legal advice. Check how the rules apply to your firm.
How we market superannuation and TPD claims firms
Search campaigns by claim type
TPD, income protection, terminal illness and declined claims get their own campaigns, ads and landing pages, with negative keywords to keep out super fund logins, balance checks and general super questions. Read more about Google Ads for lawyers.
Guides that answer the real questions
Plain-English pages on how TPD claims work, the medical evidence usually needed, how to find out whether you have cover and what to do if a claim is declined. A lawyer at your firm checks anything that explains the law before it goes live.
Gentle, careful social campaigns
Where they suit your firm, Facebook and Instagram campaigns help people learn that TPD cover may exist in their super, written to meet Meta’s rules on health.
Intake that qualifies the enquiry
Short forms ask the questions your team needs: whether the person has stopped work, roughly when, whether they have super and whether a claim has already been made. Forms collect consent to be contacted.
Tracking to signed clients
Where you can share it, we feed back which enquiries became clients, so campaigns learn to find more of them. Read more about lead generation for lawyers.
TPD and super claims marketing in Sydney
We’re based in Manly and work with law firms across Sydney and Australia. Sydney firms that act in TPD and super claims often take clients from across NSW and beyond, so campaigns are usually set by state rather than suburb. See how we help Sydney firms with law firm marketing in Sydney. We also market firms that act in personal injury and employment law.
What it costs
We don’t publish a price list or sell packages. Your fee is quoted for your firm, based on scope (which services, and how many practice areas, matter types and regions), your budget and the complexity of the work. After your free review you get a clear written quote, so you know exactly what you’re paying for before you decide.
Your ad spend never passes through us. You pay Google, Meta and any other platform directly on your own credit card, so there is no markup and you can see every charge in the platform’s own billing. Your firm owns its ad accounts outright, and if you ever leave, you keep them with all their history and data.
What our clients say
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.
Why TPD and super claims firms choose Black Shark Digital
- A lawyer turned marketer runs your marketing. Andrej understands how claims firms take on work, what claimants worry about and where the advertising rules sit.
- 20 years in digital advertising, mostly for big-name law firms. He founded Black Shark Digital in 2020.
- Thousands of new clients acquired across the campaigns we’ve run.
- Certified experts for Google Search Ads, running campaigns in accounts your firm owns.
- A deliberately small client list. No more than five law firms at a time.
- Direct access. You deal with Andrej, not an account manager who passes messages on.
Marketing for superannuation lawyers: FAQs
What do people search for when they need a TPD or super claim lawyer?
“TPD claim”, “TPD lawyers”, “superannuation claim lawyer”, “income protection claim” and questions like “how much is a TPD payout”. Many search after a claim has been delayed or declined, and many don’t know whether they have cover at all.
Can we run Facebook ads for TPD claims?
Yes, with care. Meta doesn’t allow ads that assert or imply someone has a health condition, so ads describe the service (“we help people make TPD claims through their super”) rather than the person (“Too sick to work?”). Google also restricts audience targeting for health topics, which can rule out remarketing.
Can we say ‘no win, no fee’ for TPD claims?
Often, yes, but it must match your actual costs agreement, including how fees are calculated and what happens with disbursements. If the wording could give a false impression, it breaches the conduct rules.
Can we advertise payout amounts?
Be very careful. Payouts depend on the person’s policy and circumstances, and an advertised figure can easily mislead. We keep ads and pages to how claims work and how your firm can help.
Do the personal injury claim farming laws apply to TPD claims?
Claim farming laws differ between states and schemes, and some cover particular types of claim only. Cold-calling people about claims and buying or selling claims are risky in any area. Check how the rules apply to your firm before buying leads from anyone.
Should we market TPD claims nationally?
Often, yes. TPD and super claims are usually against a super fund and its insurer rather than tied to a local court, so many firms act for clients in several states. We can run national campaigns, or focus on the states your firm wants.
How do we qualify TPD enquiries?
With a few questions up front: whether the person has stopped work, roughly when, whether they have super, and whether a claim has already been made or declined. Your team then knows who to call first.
How much does TPD and super claims marketing cost?
There is no price list or package. Your fee is quoted for your firm, based on scope, budget and complexity. You pay Google, Meta and other platforms directly, with no markup. You get a clear written quote after your free review.
Book a free marketing review
Tell us which claim types you handle, the states you act in and how you take enquiries now. Andrej will look at your website, your Google presence and any campaigns you’re running, and give you a plain-English summary of what is working, what is wasting money and what he would change first.
Book a free marketing review or call 0421 192 045
Email: info@blackshark.digital · Based in Manly NSW.