Google Ads across Canada · Business law
Google Ads for business law firms.
A business owner who needs to incorporate, sign a shareholder agreement or settle a commercial dispute looks for a lawyer on Google. We build the campaigns that show you at that moment, a page that takes your profession’s advertising rules into account and the tracking that ties every call to its cost. The goal: leads from entrepreneurs and small businesses, in your areas of practice.
Let’s talk about your next clientsSee the mistakes to avoid- Your Google Ads account in your name
- Every lead tied to its campaign
- Your results online, anytime
What your clients search for
A business owner doesn’t search like a law student.
Business law draws plenty of searches that will never lead to a retainer: students, bar candidates, job seekers, people who want a free contract template or the definition of a term. Without exclusions, they click, and you pay for every click.
The searches that matter are specific: “business incorporation lawyer”, “shareholder agreement lawyer”, “commercial litigation lawyer”, often with the name of the city. We build the campaigns around your areas of practice, not around the word “lawyer”, which is far too broad.
That is the approach we took with Frédéric Lévesque: a campaign focused on his practice, a dedicated page and call and form tracking. His case is presented below.
The search terms report, read regularly, adds new exclusions week after week and keeps the budget on searches from business owners.
Example: searches that trigger your ads
- shareholder agreement lawyer lavalpaid
- commercial litigation lawyerpaid
- free shareholder agreement templateexcluded
- business law articling positionexcluded
- corporate lawyer salaryexcluded
The most expensive mistakes
Five mistakes, three of them specific to your profession.
Each one takes a few minutes to check, in your Google Ads account or on your page. None of them is fixed by raising the budget.
- 01
Keywords that are too broad.
The word “lawyer” on its own also draws family law, criminal law, immigration and students. Your campaigns should start from your areas of practice, with a list of exclusions from launch day.
Check: what share of your search terms from the last 90 days actually relates to business law?
- 02
Client reviews on your page.
In Quebec, the Code of Professional Conduct of Lawyers prohibits using, in your advertising, an endorsement or statement of gratitude concerning you (s. 145). Your landing page and your ads therefore rely on your areas of practice and your background, not on reviews.
Check: do your page or your ads display client reviews or stars?
- 03
Ads nobody can find again.
The same Code requires you to keep a complete copy of every advertisement for 12 months after it last ran (s. 149). With Google Ads, ads and pages change often: every version must be retrievable.
Check: could you find the ad and the page you were running six months ago?
- 04
A form that asks for confidential details.
The form should qualify the lead without collecting sensitive information: type of business, need (incorporation, agreement, litigation, purchase or sale), timeline and city are enough. The rest is discussed in person.
Check: does your form invite people to describe their matter in detail?
- 05
Calls that aren’t measured.
Many business owners call rather than write. Without a trackable number, those calls are invisible in the reports. Google also lets you count only calls that last at least a minimum duration you set.
Check: how many calls did Google Ads bring you last month?
These fixes don’t require a bigger budget. They require a well-built account, a page designed for your profession, then a monthly follow-up based on real retainers.
What the engagement includes
Campaigns built around your practice.
One team handles the campaigns, the page and the tracking, then adjusts them every month based on the quality of the leads you receive.
One campaign per area of practice.
Incorporation, shareholder agreements, commercial litigation, buying and selling a business: each area gets its own keywords, ads and page. You see which one produces retainers, and the budget follows.
Keywords · Exclusions · TerritoryA page designed for your profession.
Your areas of practice, your background, how a first consultation works and a form that asks for nothing confidential. No client reviews. Your website stays in place.
Copywriting · Design · FormEvery call and every form, tied to its source.
A trackable phone number, conversion tracking in Google Tag Manager and your tracking portal: you know which campaign produced which lead, and at what cost. Our guide on call and form tracking explains the method.
Trackable number · Google Tag Manager · Tracking portalYour feedback on lead quality.
A lead from a business owner in your field isn’t worth the same as an off-topic request. Your feedback guides the keywords, the ads and the page, month after month.
Lead quality · AdjustmentsEverything an engagement with our Google Ads agency includes
Is this the right time?
For firms ready to call back quickly.
Google Ads delivers when your areas of practice are clear, your fees suit the businesses in your market and someone calls leads back quickly. A business owner’s request that waits two days has often found another lawyer. In family law, discretion changes the way leads are handled: we have a separate page on it.
- Your new clients come mostly through referrals, at a pace you don’t control.
- You already pay for advertising without knowing how many retainers it produced.
- You want leads from business owners in your region, in your areas of practice.
Our work
Trusted by his network.
Chosen on Google.
Frédéric Lévesque, a business lawyer in Greater Montreal, got his new cases through word of mouth alone. With a Google Ads campaign focused on his practice, a dedicated page and call and form tracking, he receives leads from entrepreneurs and small businesses at an average ad cost of $31 per qualified lead, measured over 12 months. A result specific to his engagement, not a promise.
Read the Frédéric Lévesque case study
Kasvu is an excellent partner for growing a client base.
Frédéric LévesqueBusiness lawyerFrequently asked questions
Costs, timelines, professional conduct: your questions about Google Ads.
How much does Google Ads cost for a business lawyer?
Two amounts, always kept separate. Our management fees generally range from $700 to $3,000 per month, depending on the number of campaigns and pages to build. Your ad budget comes on top and is paid directly to Google: plan on at least $1,000 per month, often more depending on the competition in your market. The proposal states both amounts before you commit.
How soon do the first leads come in?
Your landing page is ready in 7 to 10 days, and a standard campaign is live in about two weeks. The first leads come in over the following weeks. To know whether Google Ads is profitable, meaning how many consultations turn into retainers, plan on three to six months. The engagement also requires a minimum commitment of six months, with fees billed monthly. Our guide on how to read a Google Ads report shows what to watch in the meantime.
Can we advertise a fixed price, for an incorporation for example?
Yes, under certain conditions. The Code of Professional Conduct of Lawyers requires the advertisement to specify the nature and scope of the services included and to state whether disbursements and taxes are extra (s. 146). The advertised price must then be honoured for at least 90 days after the advertisement last ran (s. 148).
Does Google Ads replace referrals?
No, it adds to them. Referrals remain valuable, but you can’t control their pace. Google Ads reaches the business owners who have no one to ask, at the moment they search.
Who owns the Google Ads account?
You do. The account is in your name from the start. If the engagement ends, you keep your campaigns, your history, your access and your data.
Let’s start with your practice
Let’s talk about the clients you want to attract.
Tell François about your areas of practice, your market and your goals. You will find out whether Google Ads can bring in the clients you are looking for, and whether Kasvu is the right partner to get you there. If not, he will tell you. The first conversation comes with no commitment.
