In Summary
Consistently Get 25-30 Leads Per Month From Google Ads
Alliance Family Law
How Alliance Family Law Consistently Get 25-30 Leads A Month From Google Ads
Alliance Family Law are an all female family law team based in Canberra, ACT. They have been in operation for many years and are an exceptionally well established brand that operates in high levels of integrity and client confidentiality.
Alliance Family Law approached us whilst conducting Google Advertising in-house. After our initial strategy phone call it was apparent that they weren’t conducting conversion tracking and were unable to accurately estimate their ROI or ROAS from their Google Advertising.
Whilst well aware that their Google Ads were accomplishing something, Alliance Family Law had been considering outsourcing their Google Ads management to an agency for a number of years.
With a large team of all female lawyers, administrative staff and solicitors, Alliance Family Law were ready to take their business growth seriously with a custom investment in Google Ads with our agency.
The Task At Hand
Key takeaways from their problem:
Conversion Tracking
Having done their Google Ads in-house it was going to be a refreshing site to see some conversion tracking and actually, for the first time in six years, have the ability to calculate what their ROI was.
Long Term Planning For Consistent Growth
With a large team of family lawyers and solicitors, Alliance Family Law required a long term strategy for Google Advertising. This strategy needed to help them grow over at least the next year period before reassessing their options.
Become An In-House Agency
Because Alliance Family Law had full control over their Google Ads, it was vital that we act as more of a "staff member" than an external agency who keeps to themselves. We set up regular communication channels including monthly Zoom meetings with key personnel and account managers.
“
Can't speak highly enough...
CLIQ Marketing have given us great service from day 1. We reached out after the bushfires and the current health crisis when our business took a real hit on new client inquiries.
They worked out what we needed and provided solid advice that really made sense. Their analytics is excellent – after 6 years of Google ads we now finally know what is really working – and what is not.
I can’t speak highly enough of the professionalism and competence of CLIQ Marketing.
Steve Dunn
Alliance Family Law
Our Process
Let's Pull Back The Curtains On Our Google Ads Management Strategy For Alliance Family Law
Stage 1
Initial Action Steps:
These steps were taken before the Google Ads campaign went live.
Set Up Conversion Tracking
First step was to set up conversion tracking, both through a google forwarding number so that we could be 100% certain that phone calls were coming from the Google Ads. We also set up a 30 day conversion window so that we wouldn’t miss out on people who came back after initially engaging with the ad.
Landing Page
The second step was to get our team to create a custom built landing page geared towards increasing website lead form conversions through leveraging an engaging offer.
Long Term Competitor Research
As Canberra is a smaller advertising market, the competition is much hotter amongst Family Lawyers. It was vital we had a grasp on the main competitors, what they were doing and how we could beat them at every turn. We leveraged the auction insights reports once the ad was live and continued optimising the campaign for the most impression share.
Stage 2
Major 3-Month Optimisation steps:
The three month mark is a major optimising point for long term maturity of a Google Ads campaign
Bidding Strategy
We began the campaign with a manual approach paired with a semi-automated bidding strategy after a few weeks to generate enough conversion data to use more of the fully automated bid strategies. We then tested a fully automated conversion-focussed strategy which was viable for a few weeks before the cost per lead became too high.
Device Optimisation
We found that although computer devices were converting at a healthy rate, the mobile devices were converting at a better rate and lower Cost Per Lead (CPL). We opted to do a series of negative bid adjustments to optimise around this data.
The Results
After five straight months of advertising, Alliance Family Law was able to generate 130 full tracked conversions (both a mixture of phone calls, and website form leads). Their average Cost Per Acquisition (CPA) was $104.64, and their conversion rate was 16.37%.
On average the Google search network in Australia converts traffic from Google Ads at a maximum of 4.4%. Therefore, we were able to generate conversion rates that were roughly four times higher than the search network average.
Their cost per click was $16.08, which was greatly reduced from the average family lawyer cost per clicks between $30-$75. This was largely because of the custom landing page and expert ad copy, which set an above average quality score for each keyword.
With our tailored advertising strategy, we were able to achieve these results for Alliance Family Law and simultaneously conserve their monthly advertising budget by a whopping 10% consistently for each advertising month. This means they were able to get significantly more return on their advertising investment, for a significantly lower monthly cost.
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About CLIQ Marketing Content
Australia's Trusted Google Ads Specialists
CLIQ Marketing Content is a results-driven digital agency focused on strategic Google Ads management. We provide tailored, hands-on service backed by a director-led model that prioritises transparency and business growth. Our Google Ads campaigns are designed to deliver fast, measurable outcomes for service-based businesses.
Led by co-directors Tim and Esther Buttery, CLIQ combines marketing expertise with operational precision. Tim brings over five years of experience working with brands like BUPA and Coca-Cola, applying big-brand thinking to small business campaigns. Esther’s psychology background ensures smooth project delivery and systems thinking. Together, they lead every account with care and clarity.
We value and prioritise:
Honesty
We know that honesty delivers the best results. We are proud of our results and share them gladly, using insights to better your campaigns.
Integrity
We only succeed when you succeed. We approach every strategy and business engagement with integrity, seeking the best mutual results for all.
Transparency
We’re an open book, however we meet – you’ll always feel comfortable that we have your best interests at heart. It’s all part of our human-centred approach to digital marketing.
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