Google Ads landing pages for law firms
You're paying premium CPCs for legal keywords, but most clicks never become consultations — and the ones that do are often the wrong fit. Before you blame the ads (again), have a proper look at the page those clicks are landing on.
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If you're running Google Ads to your homepage, every keyword you bid on lands on the same generic page. Here are the three campaigns most Australian law firms run on Google — and exactly where the paid clicks leak away before they become consultations.
Your family-law campaign bids on "family lawyer Perth" and "divorce solicitor" at $35–$75 a click. The clicks come in, but most don't book — because the page opens with a five-partner team photo and "Welcome to Smith & Associates," and never tells the prospect about your first-consultation policy, fee structure, or how soon they can be seen. So they close the tab and try the firm with the cleaner intake form.
Your conveyancing campaign bids on "conveyancer Perth" and "settlement agent fees" at $8–$18 a click. The clicks arrive, but they don't request a quote — because the page never lists what's included, never shows a fee band, and never tells the buyer when you can settle by. So the click closes the tab and asks their real estate agent for a referral instead.
Your personal-injury campaign bids on "no win no fee lawyer" and "TAC claim Perth" at $40–$90 a click. The leads come in, but most aren't viable — because the page never explains what kinds of claims you take, what "no win no fee" actually covers, or who's eligible. So your intake team spends hours on calls that go nowhere.
Built around one Google Ads campaign — family, conveyancing, personal injury, wills, or criminal. The page matches the promise from your ad, gives the prospect one clear way to book a consult or send a brief, and tracks every lead back to the keyword that paid for it.
The build-fee guarantee
We run a fair head-to-head test against your existing landing page. If the new page doesn't produce more booked consultations or qualified enquiries than your old one, we keep optimising it for free. If it still can't beat your old page, you get your build fee back in full.
A fair test means comparable ad traffic to both pages, with tracking on, for at least 300 visits. The refund covers the $199 build fee. Hosting, ad spend and other platform costs aren’t refundable.
Who builds your page
I’ve spent close to 20 years in digital marketing and IT, and I run A1 Local, a Perth agency that builds websites and runs Google and Meta ads for local businesses.
AdPages exists because I kept seeing good ads sent to pages that couldn’t close. Every free check and every page goes past me before it goes to you.
Questions
Yes. The landing page hands the prospect to whichever intake or practice-management system you already use. We track the click into LEAP, Smokeball, Actionstep, Filevine, or anything else — so you know which Google Ads keyword produced which qualified consultation.
No. Your current website stays as it is. We build an independent landing page on a subdomain (like family.yourfirm.com.au or claim.yourfirm.com.au) and point your Google Ads traffic there. Organic SEO traffic still flows to your main site.
Most don't — they know the landing page is usually the bottleneck. We build the page, your agency keeps running the ads, and you measure both. If they push back hard, that's a separate conversation about whose interests they're protecting.
We run a fair head-to-head test against your existing landing page for a minimum 300 qualified visits. If the new page doesn't get you more booked consultations or qualified enquiries, we keep optimising for free. If it still can't beat your old page, you get your build fee back in full.
Free, takes 30 seconds
Paste the page your ad points to. In about 30 seconds you’ll get a score, the biggest leak and a first fix. A person reviews every result, and if the real problem is the offer, keywords or targeting, we’ll say so before you pay a dollar.
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