AJ Park
Turning IP Expertise Into Digital Demand
AJ Park is one of Australasia’s leading intellectual property firms, helping businesses protect and commercialise their ideas across New Zealand and international markets.
NZ Digital partnered with AJ Park to develop a multi-market digital strategy focused on strengthening visibility, building authority and creating a consistent pipeline of quality opportunities across New Zealand and the United States.
Background
A Full-Funnel Strategy
Across Two Markets
Our strategy connected LinkedIn and Google Ads across both New Zealand and the United States, creating a digital presence that reached potential clients throughout the decision-making journey.
Top-of-funnel LinkedIn campaigns focused on building awareness, credibility and authority, while Google Ads captured high-intent demand and used retargeting to re-engage prospects as they moved closer to taking action.
The result was a 121% year-on-year increase in quality leads, growing from 67 to 148 leads between December and May.
Services
Digital Marketing
Digital Strategy
Platforms
Meta
Google Ads
Tools
Google Analytics
Meta Pixel and UTMs
Automated Rules
Reporting Dashboards
The Challenge
One Brand. Two Markets
AJ Park operates in a highly specialised and competitive category, where the path from awareness to engagement can be long and complex. The challenge wasn’t simply to generate more traffic, it was to create greater visibility with the right audiences and turn that visibility into quality opportunities.
That challenge differed across two key markets. In New Zealand, the focus was on strengthening brand leadership and educating businesses about the value of protecting their intellectual property. In the United States, the priority was reaching high-value patent and trade mark audiences and creating demand in a highly competitive international market.
Success required a strategy that could do both: build authority before prospects were ready to engage, while capturing and converting demand when intent was high.
The Strategy
Building Authority.
Capturing Intent.
LinkedIn Awareness & Authority
We used LinkedIn to put AJ Park in front of highly relevant professional audiences across New Zealand and the United States. Campaigns focused on building awareness, reinforcing AJ Park’s expertise and establishing credibility before potential clients entered the market for IP services.
High-Intent Google Search
Google Search campaigns were structured around high-intent patent and trade mark searches, allowing AJ Park to be visible when prospective clients were actively looking for IP expertise. Campaigns were tailored by market and service to better align advertising with search intent.
US Market Targeting
The US required a dedicated, more targeted approach. Campaigns focused on relevant legal and IP audiences, combining high-intent search demand with LinkedIn awareness to strengthen AJ Park’s visibility, credibility and reputation in a highly competitive international market.
Full-Funnel Retargeting
Not every prospect is ready to engage on their first interaction. Retargeting across Google allowed us to reconnect with previous website visitors and engaged audiences, keeping AJ Park visible as prospects moved through longer consideration and decision-making cycles.
Audience-Led Campaigns
Continuous Optimisation
Campaign performance was continuously reviewed across audiences, keywords, creative and geography. Insights from both platforms were used to refine targeting and investment, with optimisation focused on what mattered most: generating more quality leads for AJ Park’s teams.
Strengthen
Market Authority
Connect the
Full Funnel
Create a connected journey from initial awareness on LinkedIn to high-intent Google Search and retargeting, ensuring AJ Park remains visible as prospects move closer to engagement.
Turn Data Into
Opportunity
Use campaign, audience and lead-quality data to refine targeting and investment, focusing marketing activity on the channels and audiences generating the strongest commercial opportunities.
The Results
Where Strategy Became Growth
Our integrated strategy brought LinkedIn and Google Ads together to build AJ Park’s visibility and credibility while capturing high-intent demand across New Zealand and the United States. By connecting top-of-funnel awareness with search and retargeting, we created a stronger pathway from first interaction through to enquiry. Most importantly, the growth translated into genuine, quality leads passed through to AJ Park’s teams excluding spam.
“We have worked with NZ Digital for almost three years now. Their website / digital marketing
knowledge and execution are second to none, which makes the team easy
and efficient to work with. We appreciate their support!”
Honor Lock, Marketing and Communications Manager
