Kate King Legal
2025 – 2026
Kate King Legal, a Perth criminal defence practice, partnered with Pathfinder to build search visibility from close to zero. Through a combined SEO and paid search strategy, Google & Bing Ads carried enquiries immediately while organic search built momentum behind it – and within seven months, organic overtook paid as the firm’s leading source of new enquiries.
Building Visibility in a Competitive Market
Kate King Legal had built its reputation on referrals and word of mouth, but criminal law is a distress-purchase category — people search for a defence lawyer once, under pressure, and pick from whoever they can find in the first few results. The firm had almost no organic footprint to fall back on: just 19 keywords ranking on page one, zero top-3 rankings for the high-intent searches that actually produce clients, and no way to compete for visibility against established Perth criminal defence firms without paying for every single enquiry.
The brief was twofold: generate enquiries immediately through paid search, while building the organic authority needed to compete long-term – so the firm wasn’t permanently dependent on ad spend to be found at all.
A Dual Strategy for Immediate Leads and Long-Term Growth
Pathfinder implemented a combined SEO and paid search strategy designed to deliver results quickly while building a sustainable search presence. Google and Bing Ads went live first, carrying enquiry volume from day one while SEO work developed momentum in the background.
As those foundations landed, organic began carrying more of the load. Within seven months, organic search sessions had overtaken paid as the firm’s primary channel. This structured approach let the firm grow quickly.
We’ve been working with Pathfinder Marketing, and the results have been incredible. They completely revamped our website, giving it a fresh, professional look that truly reflects the quality of service we provide at Kate King Legal.
They also built a highly effective Google Ads lead generation system that has massively increased the number of leads coming through. Not only that, but thanks to their SEO expertise, we’re now ranking in the top 5 for our most important keywords, which has made a huge difference in our online visibility.
From Page Three to First Call
The results were fast and durable. Within seven months, Kate King Legal had grown from 19 to 149 keywords ranking on page one of Google – a 7.8× increase – and moved from zero to 11 top-3 rankings for high-intent criminal law searches. Organic search traffic is up 2.37× year on year, overtaking paid as the channel driving the most sessions to the site.
Enquiries have held steady throughout the shift, growing from 25 in the first month to a peak of 68, with around 522 enquiries generated in total since launch.
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The team at pathfinder marketing have been amazing at creating both my facebook ads and google ads strategy. They understood my budget constraints and are very responsive to my questions.
Peter Rasmussen Perth, Australia -
It’s been great working with Pathfinder over the last 12+ months on my Facebook Ads and digital marketing strategy. Their responsiveness, professionalism and creativity has been huge in increasing the quantity and quality of leads for my business and helping me grow from strength to strength. Thanks team!
Corey Connolly Perth, Australia -
We struggled to get consistent leads online, and past marketing agencies just didn’t deliver. So we decided to work with Pathfinder Marketing, a leading Perth-based SEO agency. From the start, Pathfinder exceeded our expectations. Thanks to their expertise, our organic traffic and leads are now the highest they’ve ever been. For any business in Australia looking for SEO services, we couldn’t recommend Pathfinder more highly!
Alex Vail Perth, Australia -
I’ve been working with Pathfinder for just over 12 months for help with my Google Ads. I have found them great to work with, easy to communicate with, and very responsive – highly recommended!
Russell Bensky Perth, Australia -
We’ve been working with Pathfinder for just over 6 months they have been helping us with our Google Ads,
Facebook Ads, and LinkedIn Ads. The team has been fantastic to work with and we’re already seeing a positive ROI from our marketing budget. Highly recommended!
Sarah Bellamy Perth, Australia -
Building and launching a new startup is complicated enough, let alone learning how to effectively run paid search & social. After wasting thousands of dollars on the platforms trying to do it ourselves, the Pathfinder team sorted out our digital advertising and Google Ads and we’re seeing great results. They are everything you could want in a key business partner. Quick, responsive, and most importantly experts in making each click-dollar go further. I’ve recommend then to several other friends who have also seen impressive results. In the vast ocean of mediocre marketing agencies, they are the island of excellence.
David Hack Perth, Australia -
Dave from Pathfinder was incredible in helping us design a purpose built HubSpot CRM followed by the implementation. Dave’s knowledge and expertise in understanding our client’s journey and ensuring the CRM catered to this was exceptional. Nothing was ever too much, and Dave was always there to support any tweaks or changes to our workflows. I highly recommend Dave and Pathfinder if you are considering customizing and implementing a new CRM.
Jason Rhine Perth, Australia -
Nick has been an invaluable member of the Pathfinder team. His expert guidance helped me grasp complex digital marketing concepts and Google Ads strategies. His clear explanations and hands-on support transformed my understanding! 10/10 would recommend if you’re a fence sitter and unsure if you should employ these services for your business!
Celina Moussa Perth, Australia -
Loved working with the team and Pathfinder on our HubSpot onboarding project as well as with our paid advertising. Highly recommend. Attention to detail was great!
Georgie Strain Perth, Australia -
I have worked with Pathfinder across 2 businesses for our Paid Search, Social and SEO and they are an integral extension of our business. The strategy and implementation developed by the team has fuelled our growth. I highly recommend Pathfinder for strategy and execution – and also because they are a bunch of fantastic and nice people!
Lizzie Babarczy Perth, Australia
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