National Probate and Estates Group is a specialist wills and estates law firm helping approximately 1,000 Australian families each year.

Google Ads is one of our principal sources of new clients. We are now looking for an experienced, hands-on Google Ads and performance marketing specialist to take day-to-day ownership of our paid-search campaigns and help us improve the quality, volume and cost of new-client acquisition.

This is an in-house position with the opportunity to concentrate deeply on our growing business. You will work with the firm’s directors, sales staff and lawyers and directly influence campaign strategy, budgets and landing pages.

The role

Your primary responsibility will be to manage and improve our Google Ads campaigns across services including:

- Probate, letters of administration and reseal applications;

- Estate administration; and

- Contested estates and family provision claims.

You will take ownership of the complete paid-search journey, from the search term and advertisement through to the landing page, qualified enquiry, retained client and resulting revenue.

What you will do

- Personally manage and optimise our Google Search campaigns.

- Develop campaign structures based on service type, location and search intent.

- Conduct keyword research and continually refine negative-keyword lists.

- Manage bidding strategies, budgets, geographic targeting and campaign scheduling.

- Write and test compelling, compliant advertising copy.

- Monitor search-term reports and eliminate irrelevant or poor-quality traffic.

- Build and maintain accurate call, form and conversion tracking.

- Use Google Ads, GA4 and Google Tag Manager to analyse performance.

- Work with our website developer to improve landing pages and conversion rates.





- Test advertisements, landing pages, calls to action and enquiry pathways.

- Track enquiries through to consultations, retained matters and professional-fee revenue.

- Analyse cost per qualified enquiry, cost per retained client and return on advertising expenditure.

- Identify opportunities to expand successful campaigns and improve underperforming campaigns.

- Monitor competitor activity and changes in relevant search markets.

- Prepare clear weekly reports with meaningful commercial insights and recommended actions.

- Assist with SEO, website content and other performance-marketing initiatives where appropriate.

About you

You are an experienced paid-search professional who is comfortable taking personal responsibility for campaign performance. You understand that the purpose of advertising is not simply to produce clicks or form submissions, but to generate qualified enquiries that become profitable clients.

You will ideally have:

- At least three years of hands-on Google Ads experience.

- Demonstrated success generating leads for professional or service-based businesses.

- Strong knowledge of Google Search campaigns, keyword intent, bidding strategies and conversion optimisation.

- Experience managing meaningful advertising budgets.

- Strong working knowledge of GA4 and Google Tag Manager.

- Experience establishing and troubleshooting call,



form and conversion tracking.

- The ability to interpret campaign data and turn it into practical commercial decisions.

- Strong advertisement-writing and analytical skills.

- Experience working with landing pages, A/B testing or conversion-rate optimisation.

- The ability to work independently and communicate clearly with business owners and non-marketing colleagues.

- A practical, commercially focused approach to marketing.

Experience with legal services, accounting, finance, healthcare, education or another high-value lead-generation industry would be highly regarded, but legal-industry experience is not essential.

How success will be measured

Your performance will principally be assessed by:

- The number and quality of enquiries generated;

- Cost per qualified enquiry;

- Cost per retained client;

- Enquiry-to-client conversion rates;

- Revenue attributable to advertising;

- Performance across individual service lines;

- Reduction in irrelevant enquiries and wasted expenditure; and

- Sustainable improvement in advertising return.

We will not assess success principally by impressions, clicks or other vanity metrics.

Why join us?

- Take genuine ownership of paid-search performance for one growing business.

- Work directly with the firm’s directors and influence key

- commercial decisions.

- Manage established campaigns with a substantial existing advertising budget.

- Gain clear visibility of the relationship between campaigns, clients and revenue.

- Work in a specialist national law firm with ambitious growth plans.

- Receive a competitive salary and performance-based remuneration.

- Full-time, permanent position based in our Sydney CBD office.

📌 Paid Search & Digital Marketing Manager (Google Ads) – In-House (Sydney)
🏢 National Probate and Estates Group
📍 Sydney