Moving a law firm from one identity to another is a high-stakes exercise, particularly in criminal law, where trust and authority have to be established at the exact moment someone needs urgent legal help. When Pascoe Law emerged from Fuller and White Solicitors, the firm needed more than a rebrand. It needed a new digital presence built to convert high-intent searchers across Brisbane, Cleveland and Cairns.
Excite Media delivered a combined SEO, Google Ads and web strategy that repositioned the firm as a distinct criminal law brand under Sarah Pascoe’s leadership. The Google Ads campaign now converts at 23.97% with a $24.34 cost per conversion, strong numbers in one of the most competitive legal categories in search. Organic visibility has grown consistently since June 2025. The firm now ranks for high-intent terms across domestic violence orders and child protection matters, and appears in Google AI Overviews for relevant legal content.
