--- title: "Lucas & Lucas vs McMillan & Co: Which is searched more in New Zealand?" description: "Is Lucas & Lucas or McMillan & Co more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dunedin law firms set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/compare/lucas-lucas-vs-mcmillan-and-co" publisher: "Brandwave" --- # Lucas & Lucas vs McMillan & Co: Which is searched more in New Zealand? Is Lucas & Lucas or McMillan & Co more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dunedin law firms set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Lucas & Lucas and McMillan & Co - **Competitive set**: Dunedin law firms - **Market**: New Zealand - **Month measured**: Sep 2026 - **Lucas & Lucas Share of Search**: 2.1% - **McMillan & Co Share of Search**: 0.84% ## Is Lucas & Lucas or McMillan & Co more popular in search? - In September 2026, Lucas & Lucas had more branded searches than McMillan & Co among Dunedin law firms in New Zealand. Lucas & Lucas had about 50 branded searches, while McMillan & Co had 20. Lucas & Lucas made up 2.1% of all Dunedin law firm searches we track, and McMillan & Co accounted for 0.84%. - Lucas & Lucas was ahead of McMillan & Co in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Lucas & Lucas’ share of searches among Dunedin law firms in New Zealand moved from 2.9% to 2.1%, and its estimated monthly branded searches moved from 60 to 50. - Across the 12 months ending September 2026, McMillan & Co’s share of searches among Dunedin law firms in New Zealand moved from 1.5% to 0.84%, and its estimated monthly branded searches moved from 30 to 20. ## Top Dunedin law firms in ChatGPT and Google AI Overviews In three ChatGPT questions, McMillan & Co appeared in all three answers. Lucas & Lucas did not appear in any of the three answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Downie Stewart Lawyers | 1st | 3 of 3 | 3 of 3 | | Whitcombe Law | 2nd | 3 of 3 | 3 of 3 | | McMillan & Co | 3rd | 3 of 3 | 3 of 3 | | Anderson Lloyd | 4th | 1 of 3 | 1 of 3 | | Rochelle Crossman Family Law | 5th | 3 of 3 | 3 of 3 | | Wilkinson Rodgers | 6th | 1 of 3 | 1 of 3 | | Webb Farry | Not ranked | 0 of 3 | 0 of 3 | | O’Neill Devereux | Not ranked | 0 of 3 | 0 of 3 | | Klinkert Law | Not ranked | 0 of 3 | 0 of 3 | | Lucas & Lucas | Not ranked | 0 of 3 | 0 of 3 | | Craig Paddon Lawyer | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about Dunedin law firms - Asked ChatGPT "Which law firm should I hire in Dunedin, New Zealand?": 1. Whitcombe Law, 2. Downie Stewart Lawyers, 3. Rochelle Crossman Family Law, 4. McMillan & Co - Asked ChatGPT "What are the best law firms in Dunedin, New Zealand?": 1. Anderson Lloyd, 2. Downie Stewart Lawyers, 3. Whitcombe Law, 4. McMillan & Co, 5. Rochelle Crossman Family Law - Asked ChatGPT "What's the best law firm in Dunedin, New Zealand for legal advice?": 1. Downie Stewart Lawyers, 2. Wilkinson Rodgers, 3. McMillan & Co, 4. Whitcombe Law, 5. Rochelle Crossman Family Law Not named in any answer: Webb Farry, O’Neill Devereux, Klinkert Law, Lucas & Lucas and Craig Paddon Lawyer. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand Dunedin law firms in September 2026? - In September 2026, Lucas & Lucas overtook Craig Paddon Lawyer and Rochelle Crossman Family Law to rank 8th among Dunedin law firms in New Zealand, with 2.1% of the searches. - Estimated monthly branded searches for McMillan & Co in New Zealand fell 33.3% over 12 measured months, from 30 to 20 in September 2026. ## Month by month | Month | Lucas & Lucas estimated searches | Lucas & Lucas Share of Search | Lucas & Lucas rank | McMillan & Co estimated searches | McMillan & Co Share of Search | McMillan & Co rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 60 | 2.9% | 8 | 30 | 1.5% | 11 | | Nov 2025 | 40 | 1.7% | 9 | 30 | 1.2% | 11 | | Dec 2025 | 50 | 2.6% | 8 | 30 | 1.6% | 11 | | Jan 2026 | 40 | 2.1% | 10 | 20 | 1% | 11 | | Feb 2026 | 40 | 2% | 9 | 20 | 0.98% | 11 | | Mar 2026 | 60 | 1.9% | 10 | 30 | 0.97% | 11 | | Apr 2026 | 50 | 2.2% | 9 | 20 | 0.89% | 11 | | May 2026 | 50 | 1.9% | 9 | 20 | 0.76% | 11 | | Jun 2026 | 70 | 2.7% | 8 | 20 | 0.78% | 11 | | Jul 2026 | 50 | 1.8% | 8 | 20 | 0.73% | 11 | | Aug 2026 | 40 | 1.6% | 10 | 20 | 0.79% | 11 | | Sep 2026 | 50 | 2.1% | 8 | 20 | 0.84% | 11 | ## How each brand is measured Brandwave collects information about searches that people make online using Lucas & Lucas’ and McMillan & Co’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Lucas & Lucas**: Measured on the search terms “lucas & lucas”, “lucas and lucas” and “lucas lucas”, summed into one figure. - **McMillan & Co**: Measured on the search terms “mcmillan and co dunedin” and “mcmillan law”, summed into one figure. - [Lucas & Lucas profile](/demand/nz/brands/lucas-lucas) - [McMillan & Co profile](/demand/nz/brands/mcmillan-and-co) - [All Dunedin law firms in New Zealand](/demand/nz/locations/dunedin/law-firms): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Lucas & Lucas or McMillan & Co more popular in search? In September 2026, Lucas & Lucas had more branded searches than McMillan & Co among Dunedin law firms in New Zealand. Lucas & Lucas had about 50 branded searches, while McMillan & Co had 20. Lucas & Lucas made up 2.1% of all Dunedin law firm searches we track, and McMillan & Co accounted for 0.84%. ## Cite this page Brandwave. "Lucas & Lucas vs McMillan & Co: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/lucas-lucas-vs-mcmillan-and-co This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/lucas-lucas-vs-mcmillan-and-co. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.