Google Ads across Canada · Family law
Google Ads for family law firms.
Someone going through a separation looks for a lawyer at a difficult moment, and they want discretion. We build the campaigns that show you with the right tone, a calm, reassuring page and the tracking that ties every call to its cost. The goal: inquiries from people who need a lawyer, not a free form.
Let’s talk about your next casesSee the mistakes to avoid- Your Google Ads account in your name
- Every inquiry tied to its campaign
- Your results online, anytime
What your clients search for
Many searches start by looking for something free.
In family law, many searches look for a free solution: divorce forms, an online support calculator, legal aid, mediation. Quebec even pays, under certain conditions, for hours of family mediation for separating parents.
Not all of these searches should be rejected. Someone reading up on mediation may also need a lawyer later. We exclude what will never lead to a case, such as forms and calculators, and we keep the searches where your role is clear.
Tone matters as much as keywords. No promise of winning, no drama: a plain ad that says what you do and how the first consultation works.
Searches that name a city also deserve their own treatment: the person wants a lawyer close to home who knows their courthouse. The campaigns stay limited to the territory you serve.
Example: searches that trigger your ads
- shared custody lawyer gatineaupaid
- common-law separation lawyerpaid
- free divorce forms pdfexcluded
- child support calculator onlineexcluded
- family law articling positionexcluded
The most expensive mistakes
Five mistakes that cost a lot in family law.
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
Ads that show up for free-service searches.
Forms, templates, calculators: these searches are numerous and almost never turn into cases. They should be excluded from launch day, then monitored in the search terms report.
Check: look for “free”, “form” and “calculator” in your search terms from the last 90 days.
- 02
A strategy that counts on remarketing.
Google classifies relationship difficulties and marital status as sensitive categories. Ads in these categories can’t use advertiser-curated audiences, such as visitor lists. The campaigns must therefore rely on the searches themselves.
Check: does your advertising plan rely on remarketing to visitors of your website?
- 03
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 page relies instead on your approach, your background and a clear first step.
Check: do your page or your ads display client reviews or stars?
- 04
A form that lacks discretion.
Ask for the situation, whether there are children, the urgency and the city, then the preferred way to be contacted: some people want neither a call at home nor an email that names the subject. Intimate details are discussed in consultation, not in a form.
Check: does your form let people choose a discreet way to be contacted?
- 05
An ad area wider than your territory.
By default, Google shows your ads to people located in your territory, but also to people interested in it without being there. For a firm that pleads in certain courthouses, the “Presence” setting is often the better fit.
Check: in each campaign’s settings, under Locations.
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 cases.
What the engagement includes
Campaigns built for delicate moments.
One team handles the campaigns, the page and the tracking, then adjusts them every month based on the quality of the inquiries you receive.
One campaign per need.
Separation, divorce, custody, support: each need gets its own keywords, ads and page. You see which one produces cases, and the budget follows.
Keywords · Exclusions · TerritoryA calm page, designed for your profession.
Your approach, your background, how a first consultation works and a discreet form. No client reviews, no promise of results. Your website stays in place.
Copywriting · Design · FormAds with the right tone.
We write plain ads that say clearly what you do. No dramatic words, no guarantees: the person needs to feel confident before calling.
Copywriting · Testing · ToneEvery 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 inquiry, and at what cost. Our guide on call and form tracking explains the method.
Trackable number · Google Tag Manager · Tracking portalEverything an engagement with our Google Ads agency includes
Is this the right time?
For firms ready to respond with tact.
We manage campaigns for law firms. Google Ads delivers in family law when someone calls back quickly, with tact, and the first consultation is easy to get. A person going through a separation doesn’t leave a message with three firms and wait a week. The firm we work with in business law is featured on our Google Ads for business law firms page.
- Your new cases come mostly through referrals, at a pace you don’t control.
- You already pay for advertising without knowing how many cases it produced.
- You want inquiries from your territory, for the needs you handle.
Frequently asked questions
Costs, timelines, discretion: your questions about Google Ads.
How much does Google Ads cost for a family 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. Our guide to Google Ads costs covers the rest of the calculation.
How soon do the first inquiries come in?
Your landing page is ready in 7 to 10 days, and a standard campaign is live in about two weeks. The first inquiries come in over the following weeks. To know whether Google Ads is profitable, meaning how many consultations turn into cases, plan on three to six months. The engagement also requires a minimum commitment of six months, with fees billed monthly.
What about legal aid searches?
If you accept legal aid cases, say so in the ad and on the page: it’s a common search. If not, these searches are excluded, so you don’t pay for clicks you would have to turn down.
Can we retarget people who visited our website?
Not with advertiser-curated audiences: Google classifies relationship difficulties and marital status as sensitive categories. The campaigns therefore rely on searches, which are often the best signal of a real need.
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 help.
Tell François about your practice, your territory and your goals. You will find out whether Google Ads can bring in the cases 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.
