AUS Services Legal - PPC Market Share Analysis September 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Legal category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Legal – AUS

Google AI Overview visibility for Services Legal AUS

See how often AIOs appear and how search intent is distributed across buying signals.

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 24.3807133094
75.6192866906
24%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency Percentage
Frequency 23
77
23%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 0%
Navigational 0%
Seasonal 0%
Local 4%
Problem Solving 26%

Copyright © Adthena. All rights reserved.

Market Exposure

Share of Clicks for top 10 AUS Services Legal brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

Share of Clicks - Last month
Share of Clicks - Last month
Domain Share of clicks
abn-register.com.au 7.03
lawpath.com.au 5.64
abnregistration.com.au 5.52
tradingas.com.au 3.92
abn-registration-australia.com.au 3.91
fairworkhelp.com.au 3.71
mauriceblackburn.com.au 3.66
shine.com.au 3.35
willed.com.au 2.5
lawconnect.com 2.39
others 58.37
  • abn-register.com.au - 7.03%
  • lawpath.com.au - 5.64%
  • abnregistration.com.au - 5.52%
  • tradingas.com.au - 3.92%
  • abn-registration-australia.com.au - 3.91%
  • fairworkhelp.com.au - 3.71%
  • mauriceblackburn.com.au - 3.66%
  • shine.com.au - 3.35%
  • willed.com.au - 2.5%
  • lawconnect.com - 2.39%
  • others - 58.37%

Copyright © Adthena. All rights reserved.

In the legal services PPC landscape, ‘others’ dominate with 58.37% click share, while ‘abn-register.com.au’ leads specific domains at 7.03%.

Market Exposure

Share of Spend for the top 10 AUS Services Legal brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

Share of Spend - Last Month
Share of Spend - Last Month
Date abn-register.com.au abnregistration.com.au lawpath.com.au fairworkhelp.com.au mauriceblackburn.com.au abn-registration-australia.com.au tradingas.com.au shine.com.au gerardmaloufpartners.com.au applyfor-abn.com.au
2025/09/01 7.25% 5.94% 3.9% 3.68% 3.94% 5.09% 3.17% 2.44% 3.62% 1.09%
2025/09/02 8.14% 4.88% 4.91% 2.81% 3.38% 3.31% 3.28% 2.87% 2.62% 2.11%
2025/09/03 6.68% 4.4% 2.99% 3.36% 4.03% 2.99% 2.97% 2.93% 3.26% 2.61%
2025/09/04 7.11% 4.61% 3.14% 2.84% 4.08% 3.45% 3.21% 3.05% 2.77% 0.93%
2025/09/05 7.16% 4.35% 3.99% 2.52% 4.15% 3.84% 3.08% 3.27% 1.87% 3.2%
2025/09/06 8.3% 5.91% 4.28% 2.1% 4.67% 5.08% 4.12% 3.48% 0.62% 1.78%
2025/09/07 9.57% 8.04% 3.82% 0.07% 4.13% 4.26% 3.93% 2.69% 0.73% 3.62%
2025/09/08 7.24% 5.83% 3.77% 5.04% 4.83% 3.69% 2.16% 2.98% 2.19% 2.78%
2025/09/09 7.42% 5.47% 3.96% 4.6% 5.03% 3.6% 3.16% 2.68% 2.73% 3.01%
2025/09/10 6.1% 5.7% 4.15% 3.73% 4.61% 2.37% 2.73% 3.42% 2.78% 1.69%
2025/09/11 6.62% 4.04% 3.65% 3.43% 4.61% 1.99% 3.23% 3.01% 3.21% 1.35%
2025/09/12 8.55% 5.19% 5.51% 1.66% 4.79% 2.86% 3.96% 2.62% 3.23% 1.8%
2025/09/13 7.11% 7.23% 6.69% 0.21% 4.76% 2.76% 3.51% 4.09% 0.92% 1.62%
2025/09/14 9.68% 5.58% 5.4% 0.15% 3.83% 4.08% 4.36% 3.19% 0.94% 3.47%
2025/09/15 6.45% 4.66% 5.4% 4.47% 5.53% 2.12% 2.84% 3.37% 2.78% 2.21%
2025/09/16 5.16% 4.24% 5.03% 6.13% 4.11% 3.67% 3.06% 3.43% 2.67% 0.92%
2025/09/17 3.94% 4.48% 3.63% 7.31% 4.67% 3.66% 3.09% 3.28% 2.91% 2.76%
2025/09/18 5.54% 5.67% 6.65% 5.2% 4.94% 3.21% 3.07% 3.36% 2.69% 2.81%
2025/09/19 5.23% 6.53% 5.88% 4.91% 5.24% 4.72% 2.78% 3.03% 2.72% 2%
2025/09/20 6.86% 5.01% 6.22% 1.62% 6.14% 4.12% 3.49% 5.01% 0.8% 3.87%
2025/09/21 5.82% 6.46% 7.42% 0.14% 6.7% 4.58% 3.8% 4.55% 0.8% 3.6%
2025/09/22 6.22% 5.13% 5.39% 4.26% 5.14% 5.27% 3.7% 3.77% 2.65% 1.1%
2025/09/23 5.14% 5.9% 6.3% 0.49% 5.14% 4.01% 2.99% 4.6% 2.2% 1.65%
2025/09/24 5.27% 4.67% 5.21% 4.08% 6.04% 3.73% 3.56% 3.72% 2.94% 1.28%
2025/09/25 4.28% 3.56% 3.86% 4.06% 6.01% 2.92% 3.55% 4.59% 2.84% 0.58%
2025/09/26 6% 4.23% 5.96% 3.67% 5.36% 4.58% 3.79% 3.85% 3.14% 2.26%
2025/09/27 7.17% 5.82% 6.79% 0.8% 4.87% 6.57% 4.49% 5.21% 1.12% 2.01%
2025/09/28 5.94% 5.25% 5.86% 0.11% 5.74% 4.19% 4.81% 4.89% 1.11% 1.83%
2025/09/29 6.51% 5.82% 5.14% 3.64% 6.35% 3.5% 3.69% 3.79% 2.83% 2.69%
2025/09/30 7.52% 6.75% 5.71% 5.31% 5.06% 4.54% 4.24% 2.95% 2.81% 1.98%
  • abn-register.com.au
  • abnregistration.com.au
  • lawpath.com.au
  • fairworkhelp.com.au
  • mauriceblackburn.com.au
  • abn-registration-australia.com.au
  • tradingas.com.au
  • shine.com.au
  • gerardmaloufpartners.com.au
  • applyfor-abn.com.au

Copyright © Adthena. All rights reserved.

In September 2025, abn-register.com.au led with fluctuating spend, peaking mid-month. Lawpath.com.au showed consistent growth, while fairworkhelp.com.au had erratic trends. By month’s end, abn-register.com.au maintained dominance.

Market Exposure

Competitor Count for AUS Services Legal

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

Competitor Count - Last month
Competitor Count - Last month
Date Competitor Count
2025/09/01 552
2025/09/02 565
2025/09/03 579
2025/09/04 564
2025/09/05 572
2025/09/06 549
2025/09/07 555
2025/09/08 578
2025/09/09 579
2025/09/10 577
2025/09/11 572
2025/09/12 572
2025/09/13 557
2025/09/14 554
2025/09/15 575
2025/09/16 570
2025/09/17 574
2025/09/18 579
2025/09/19 561
2025/09/20 561
2025/09/21 553
2025/09/22 580
2025/09/23 528
2025/09/24 568
2025/09/25 558
2025/09/26 563
2025/09/27 533
2025/09/28 538
2025/09/29 560
2025/09/30 551

Copyright © Adthena. All rights reserved.

September saw a dynamic shift in distinct advertisers, peaking at 580 on the 22nd. The month concluded with a slight dip, ending at 551.

Campaign Efficiency

Market Loss & Market Gains for AUS Services Legal

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

Market Loss & Market Gains - Last month
Market Loss & Market Gains - Last month
Name Market Trend
auspost.com.au 1.97%
shine.com.au 0.96%
lawpath.com.au 0.8%
abn-registration-australia.com.au 0.71%
blackbaylawyers.com.au 0.64%
unfairdismissalsaus.com.au -0.37%
gatheredhere.com.au -0.61%
easycompanies.com.au -0.66%
sleek.com -0.69%
abn-register.com.au -2.14%

Copyright © Adthena. All rights reserved.

In the past month, auspost.com.au surged with a 1.97% click share increase, while abn-register.com.au faced a 2.14% decline. Shine.com.au and lawpath.com.au also saw positive growth, contrasting with declines for sleek.com and easycompanies.com.au.

Campaign Efficiency

AUS Services Legal Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

Date abn-register.com.au abnregistration.com.au fairworkhelp.com.au lawpath.com.au tradingas.com.au abn-registration-australia.com.au mauriceblackburn.com.au shine.com.au applyfor-abn.com.au lawconnect.com
2025/09/01 8.62% 6.54% 4.09% 4.35% 4.14% 5.75% 1.24% 1.66% 1.24% 1.43%
2025/09/02 9.54% 5.27% 3.26% 5.44% 4.34% 3.45% 2.11% 2.19% 1.97% 1.93%
2025/09/03 8.26% 4.84% 4.02% 3.53% 4.09% 3.39% 2.82% 2.15% 2.57% 1.9%
2025/09/04 9.49% 5.27% 3.41% 3.65% 4.56% 4.12% 1.83% 2.18% 1% 1.99%
2025/09/05 9.19% 5.12% 2.97% 4.63% 4.36% 4.66% 2.22% 2.71% 3.38% 2.38%
2025/09/06 10.08% 6.43% 2.54% 4.93% 5.69% 5.41% 2.2% 2.88% 1.75% 3.05%
2025/09/07 11.43% 9.04% 0.04% 4.36% 5.36% 4.8% 1.83% 1.8% 3.52% 3.36%
2025/09/08 9.25% 6.56% 5.77% 4.27% 2.94% 4.26% 2.54% 2.08% 3.07% 1.28%
2025/09/09 9.8% 6.32% 5.41% 4.71% 4.45% 4.27% 3.36% 1.87% 3.2% 1.67%
2025/09/10 8.04% 6.97% 4.43% 5.02% 3.88% 2.9% 2.28% 2.28% 1.89% 1.7%
2025/09/11 8.97% 4.97% 4.02% 4.37% 4.56% 2.35% 2.56% 2.45% 1.47% 1.27%
2025/09/12 10.84% 5.9% 1.82% 6.66% 5.29% 3.48% 3.28% 1.57% 1.92% 2.44%
2025/09/13 8.25% 8.04% 0.11% 7.45% 4.7% 2.94% 3.85% 2.98% 1.61% 3.87%
2025/09/14 12.16% 6.27% 0.07% 6.99% 6.09% 4.71% 1.34% 2.26% 3.43% 2.68%
2025/09/15 8.23% 5.48% 5% 6.77% 3.95% 2.82% 2.04% 2.59% 2.58% 1.64%
2025/09/16 6.6% 4.81% 6.93% 6.27% 4.15% 4.08% 2.08% 2.37% 0.87% 1%
2025/09/17 4.92% 4.77% 8.28% 4.31% 4% 4.33% 3.41% 2.43% 2.66% 1.81%
2025/09/18 6.61% 6.51% 6.08% 8.07% 3.97% 3.97% 3.02% 2.62% 3.15% 2.13%
2025/09/19 6.31% 7.72% 6.21% 6.97% 3.75% 5.75% 2.45% 2.29% 2.23% 1.97%
2025/09/20 8.01% 5.75% 1.79% 7.02% 4.47% 4.71% 3.64% 3.85% 4.07% 4.6%
2025/09/21 6.89% 7.17% 0.07% 8.44% 4.73% 5.11% 2.82% 3.44% 3.87% 2.98%
2025/09/22 7.35% 5.84% 4.81% 6.05% 4.51% 6.18% 2.79% 3.2% 1.15% 1.89%
2025/09/23 6.6% 7.33% 0.37% 7.16% 3.91% 4.72% 1.74% 3.58% 2.07% 4.69%
2025/09/24 6.81% 5.64% 4.95% 6.35% 4.77% 4.27% 3.98% 2.98% 1.35% 1.7%
2025/09/25 5.23% 4.08% 4.48% 4.2% 4.4% 3.39% 3.9% 3.61% 0.54% 2.06%
2025/09/26 7.35% 4.92% 4.22% 6.99% 4.66% 5.06% 3.18% 3% 2.51% 1.78%
2025/09/27 8.02% 6.22% 0.74% 7.18% 5.16% 7.01% 1.87% 3.76% 2.15% 2.62%
2025/09/28 6.76% 5.29% 0.06% 6.47% 5.67% 4.41% 2.25% 3.87% 1.99% 2.81%
2025/09/29 7.75% 6.54% 4.23% 6.04% 4.45% 4.04% 3.35% 3.17% 2.86% 1.95%
2025/09/30 8.87% 7.51% 6.35% 6.32% 5.19% 4.89% 2.37% 2.23% 2.03% 1.39%
  • abn-register.com.au
  • abnregistration.com.au
  • fairworkhelp.com.au
  • lawpath.com.au
  • tradingas.com.au
  • abn-registration-australia.com.au
  • mauriceblackburn.com.au
  • shine.com.au
  • applyfor-abn.com.au
  • lawconnect.com

Copyright © Adthena. All rights reserved.

In September 2025, abn-register.com.au led with fluctuating impressions, peaking mid-month. abnregistration.com.au and fairworkhelp.com.au showed varied trends, while lawpath.com.au and tradingas.com.au maintained steady shares. The month concluded with abn-register.com.au holding the top spot.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Services Legal

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

Google Text Ad Copy Insights & Creative Trends for AUS Services Legal - Last month
  1. 1
    ASIC Business Registration https://www.abn-register.com.au › business › registration

    Apply for a Business Name — Business Name Registration. Fastest and Easiest Way to Register Your Business Name.

  2. 2
    Apply For an ABN Number https://www.abn-registration-australia.com.au

    Australian Business Number — Express 5-Minute ABN Registration: GST & Business Name Included. 100% Online Application.

  3. 3
    Apply For ABN Number https://www.abnregistration.com.au

    Register Now Your Official ABN — Features Instant Business Name Search & Registration. Live Chat, Phone Support. Start Now!

  4. 4
    ASIC Business Name Register https://www.namecorp.com.au

    Instant Online Registration — Don’t have an ABN? No worries, we'll get it registered for you as part of your application

  5. 5
    ASIC Name Registration https://www.tradingas.com.au › register › business_name

    Register Business Name Now — You can check availability and register Australian business name on the ASIC register

Copyright © Adthena. All rights reserved.

In the competitive landscape of business registration, five advertisers stand out with compelling messages. “ASIC Business Registration” and “ASIC Name Registration” emphasize speed and ease. “Apply For an ABN Number” and “Apply For ABN Number” highlight express services and comprehensive support. “ASIC Business Name Register” reassures with inclusive solutions.

Frequently Asked Questions

Customer Success Stories

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

Related reports