Google Ads Examples for Law Firms
These are educational mock-ups for fictional firms, written to the strictest Canadian law society rules we found. Each one names lawyers as lawyers, answers a real search and avoids the claims law societies flag.
What does a compliant law firm Google ad look like?
The practice area and place from the search, a clear statement that lawyers provide the service, and one checkable reason to act, such as location, language or how fees work. It contains no rankings, no "expert" or "specialist" claims, no predictions of results and no emotional testimonials.
Ontario's rule 4.2-1.1 requires marketing to identify that the person is licensed as a lawyer, so every example here says "Lawyers" or "lawyer". Google allows up to 15 headlines and 4 descriptions in one responsive search ad, which leaves room to be specific.
Family lawyers on Elgin St. Parenting, support and property. Consult fee stated upfront.
- Headline 1 identifies. "Family Lawyers" names the licence and the practice area.
- Headline 2 answers the search. Separation and divorce are what most family searchers need.
- The description states facts. Street, matter types and how the consult is priced. Nothing predicts a result.
What do family, criminal and immigration law ads look like?
These clients are often under stress, so the ads stay calm and factual. Law societies warn against taking advantage of vulnerable people, and fear-driven wording does exactly that.
Lawyers who explain parenting plans, schedules and next steps before you decide.
Family lawyers in Centretown. Call to book a consult.
CallCriminal defence lawyers near the courthouse. We explain the process and your options.
Talk to a criminal defence lawyer about your court date.
CallLicensed by the Law Society of Ontario. A private firm, not a government office.
Lawyers for sponsorship and permit files. Call to book.
CallWhat do real estate and wills ads look like?
Real estate and wills searchers compare fees. Ontario requires advertised fees to be precise about what they cover and whether taxes and disbursements are extra, and residential real estate prices must be all-inclusive except HST and listed disbursements. So these ads point to a full fee page.
Lawyers near Square One. Each fee page says what is included and what is extra.
Purchase and sale closings handled by lawyers.
CallFee covers your will, two powers of attorney and the signing meeting with a lawyer.
Fixed fee for a will and two POAs, plus HST.
CallWhat do employment and business law ads look like?
Employment and business searchers compare firms on fit. Say which side the firm acts for and how fees work, because an employee and an employer can type the same words.
Lawyers for employees. Contingency fee terms and maximum fees are posted on our site.
Call to book a review of your offer.
CallLawyers for new companies. Fixed fees quoted before we start, plus HST.
Lawyers for founders and owners. Call to book.
CallIdentify, describe, direct.
Every law firm ad should identify that lawyers provide the service, describe the matter the searcher asked about and direct them to one next step. Praise, rankings and predictions add risk without adding consultations.
What separates a weak law firm ad from a strong one?
Weak legal ads say nothing specific or something a law society would object to. Strong ads describe the matter, identify lawyers and give a next step.
Toronto's top-rated divorce team. Aggressive lawyers. Free second opinion today.
- "#1" and "top-rated" are superlative rankings under Ontario's commentary
- "Expert" suggests certification; Alberta and Nova Scotia warn against it
- "We Win" raises expectations about results
- "Aggressive" is named in Ontario's commentary as marketing that may contravene the rules
- "Second opinion" marketing is prohibited outright by Ontario rule 4.2-1.2
Family lawyers at Yonge and Eglinton. Consult fee and what it covers listed online.
- Identifies lawyers and the practice area
- Gives a place and a fee fact the searcher can check
- Predicts nothing
Purchase closings from $599. Call today to lock in your price.
- A "from" price is not all-inclusive, which Ontario rule 4.2-2.1 requires for residential real estate
- No statement of what is excluded, such as HST and land transfer tax
- "Lowest" compares the firm with others and cannot be verified
- Does not say whether lawyers or paralegals do the work
All-inclusive fee online, plus HST and listed costs such as land transfer tax.
- Points to the full price rather than a teaser
- Names the excluded items
- Identifies lawyers
How should a law firm write its own Google ads?
Start from the search, not the firm's description. For each ad group, list the matter, the place and the client's first question, then write headlines that each work alone.
- Write three headlines that repeat the search in different words.
- Write two identification headlines, such as "Ottawa Family Lawyers" or "Lawyers for Employees".
- Write three headlines with checkable facts: location, languages, answering hours, how fees work.
- Search the draft for best, top, leading, expert, specialist, guarantee, aggressive, win and second opinion, and remove them.
- Save a copy of each ad with the dates and places it ran.
Then send each ad to a page that continues the same message: landing pages for law firm ads shows how, and the keyword guide keeps each ad group to one intent.
Frequently asked questions
What should a law firm's Google ad say?
The practice area and place from the search, that lawyers provide the service, and one checkable reason to act such as location, language or how fees work.
Do I have to say "lawyer" in every ad?
In Ontario, rule 4.2-1.1 requires marketing to identify that the person is licensed as a lawyer. We include "Lawyers" or "lawyer" in every example.
Can a law firm ad include a fee?
Yes, if it is reasonably precise about what the fee covers, says whether taxes and disbursements are extra and is honoured. Residential real estate prices in Ontario must be all-inclusive except HST and listed disbursements.
Can I call my firm the best or number one?
No. Ontario treats superlatives such as "best" and "#1" as rankings, and suggesting superiority over other lawyers may contravene the rules.
Can I advertise free second opinions?
Not in Ontario. Rule 4.2-1.2 prohibits marketing second-opinion services.
Can I say we are aggressive litigators?
We advise against it. Ontario's commentary names implying that a lawyer is aggressive as marketing that may contravene the rules.
Can I mention past results in an ad?
Ontario's commentary says amounts recovered or past success need a statement that past results do not predict future ones. That rarely fits in an ad, so leave results out.
How long can law firm ad headlines be?
Each headline can be up to 30 characters and each description up to 90. A responsive search ad holds up to 15 headlines and 4 descriptions.
Can I advertise in French or other languages?
Yes, when a lawyer at the firm truly serves clients in that language. Send the ad to a page in the same language.
Sources & further reading
Regulator rules, platform policies and local data change. These sources let you check the facts on this page, last checked October 6, 2026.