Ad copy rules
What can a law firm say in Google Ads and Meta ads under bar rules and platform policies?
Two rulebooks judge every law firm ad: your bar's and the platform's. A table of risky phrases with safer versions, and how we check ads before they run.
By Santiago Alvarez, Founder, Ad Hoc Digital
Last updated
The short answer
If you read one part of this page, read this.
A law firm ad can say what you do, where, who does it and how to reach you, and describe the process honestly. Results, ratings, awards, "specialist" or "expert", and fee promises like "no fee unless we win" depend on your state or province, and most of them need context or disclosures that don't fit in a 30-character headline or 90-character description.
The platforms add their own limits. Google doesn't allow phone numbers in ad text, claims that dangle an improbable result as the likely one, or clickbait that uses death, accidents, arrests or bankruptcy to pressure people. Meta rejects ads that assert or imply the viewer's personal attributes, and its own rejected examples include "Are you bankrupt?" and "Are you a convicted felon?".
Every ad we write for a client goes through both sets of rules before the lawyer approves it. This is a plain summary for marketing planning, not legal advice. Check the current rule with your bar or law society. We work with law firms across the US and Canada, and also in Australia and the UK.
Two rulebooks
Every law firm ad answers to the bar and to the platform, and the stricter one wins line by line.
Bar rules decide what a lawyer may claim. Platform policies decide what Google and Meta will show. An ad can pass one and fail the other.
| Rulebook | What it polices | What a failure costs |
|---|---|---|
| Your bar or law society | Misleading claims, results, specialist wording, fee statements, required name and location, filing | Discipline, and in Florida, Texas and Nevada a filing duty for many ads |
| Google Ads policies | Unreliable claims, clickbait, misrepresentation, pricing disclosure, editorial style, phone numbers in text | Disapproved ads; Google's editorial page says it warns at least 7 days before suspending an account for those issues |
| Meta Advertising Standards | Personal attributes, deceptive practices, shocking or sensational content, and the landing page | Rejected ads and possible account restrictions; ads can be re-reviewed after they go live |
The bar side differs by jurisdiction. Our advertising rules hub compares them, and the ABA Model Rules guide covers the baseline most US states start from.
Google's policies
Google's misrepresentation and editorial policies are the ones law firm ads trip.
Google's general ad policies apply to law firm ads, and several of them read as if written with injury and criminal ads in mind.
- Unreliable claims
Google bans "inaccurate claims or claims that entice the user with an improbable result (even if this result is possible) as the likely outcome a user can expect." A headline built around a record verdict does exactly that.
- Clickbait using negative life events
Ads that use "negative life events such as death, accidents, illness, arrests or bankruptcy" to induce fear, guilt or other strong negative emotions and pressure immediate action aren't allowed. Naming the situation is fine; using it as a threat isn't.
- Misleading representation and pricing
No misleading statements or omissions about your identity, affiliations or qualifications, and no failing to disclose clearly the payment model or the full expense the user will bear.
- Editorial
No phone number in ad text (use a call asset instead), no punctuation, symbols or capitalization used for effect, and no gimmicky repetition. It's one reason our law firm ads never use exclamation marks.
- Trademarks and competitors' names
Google's trademark policy doesn't restrict using a trademark as a keyword; complaints are reviewed on how it's used in the ad text. Florida's comment to Rule 4-7.13 adds a bar rule: an ad shown on another firm's name must display your own firm's name as the first text.
Meta's policies
Meta's personal attributes rule changes how law firm ads open.
Meta doesn't allow ads that assert or imply the viewer's criminal record, financial vulnerability, health or other personal attributes. Questions aimed at "you" are where law firm ads fail most.
| Meta's example | Meta's verdict | Law firm version that follows the same logic |
|---|---|---|
| "Are you bankrupt? Check out our services." | Not allowed | "Bankruptcy options explained by a local lawyer" |
| "Are you a convicted felon?" | Not allowed | "Help sealing or expunging an old record" |
| "Services to clean up any previous offenses" | Allowed | Describes the service, not the viewer |
| "Depression getting you down? Get help now." | Not allowed | Same pattern as "Hurt in a crash? Call now" aimed at the viewer's condition |
The fix is almost always to describe the service or the situation in the third person. Our Facebook ad creative guide covers images and video, and the special ad categories guide covers when employment, housing or credit-related ads lose targeting options.
Risky phrases
The phrases that get law firm ads rejected or questioned, and what to write instead.
Each safer version assumes it's true for the firm. Where a claim can run in some places with conditions, the condition is named; where it can't fit an ad, it belongs on the landing page.
| Risky phrase | Why it's risky | Safer version |
|---|---|---|
| "Best DUI Lawyer in Miami" | Florida's comment says "the best" generally fails as unverifiable; Ontario treats "best" and "#1" as rankings needing the awards test | "Miami DUI Defense Lawyer" |
| "Top-Rated Injury Lawyers" | A comparison and a rating claim; most rules want it verifiable and in context | "Tampa Injury Lawyer" plus "Talk to Maria Today" |
| "Expert Divorce Attorney" | Florida requires certification or objective proof; Illinois bars "expert"; Alberta treats it as improper without certification; Canadian ads say lawyer | "Family Law Is All We Do", if true |
| "Board Certified" with no detail | Florida and Texas require the area and the certifying body; Texas sets exact wording | Name the area and certifier, or keep it on the landing page |
| "We'll Get You Acquitted" | Florida's comment calls it a prediction of success; Google bans improbable results as likely outcomes | "We'll Pursue a Dismissal" |
| "Recovered $5M for Clients" | California presumes money results misleading in electronic ads; Florida requires objective verification; ABA comment [3] warns about expectations | Results on the landing page, with facts and a not-a-promise line |
| "No Fee Unless We Win" | Florida, Texas, California and Pennsylvania require disclosure of costs the client may owe; never for criminal defense or divorce fees (ABA Rule 1.5(d)) | "No Recovery, No Fees or Costs" only if the client truly pays nothing; otherwise "Free Consultation" |
| "Quick Cash Settlements" | California B&P 6157.2(a)(2) bars claiming immediate cash or quick settlements | "Help With Your Injury Claim" |
| "Arrested? Act Before It's Too Late" | Google's clickbait policy names arrests as a negative life event that can't be used to pressure | "DUI Lawyer Available Today" |
| "Call 555-0123 Now" in the text | Google's editorial policy bans phone numbers in ad text | Use a call asset; keep the text about the service |
| "Google-Approved Lawyers" | Misleading about affiliation; NYSBA Opinion 1267 treats "carefully vetted" claims by a paid platform as a recommendation | "Google Verified" only where the firm holds the badge, on Local Services Ads |
Character limits
Short ads make disclosures hard, so the claims that need them move to the landing page.
Google's responsive search ads allow 30 characters per headline and 90 per description, and Google assembles the ad from your pieces. A disclaimer in one piece may never show next to the claim in another.
- What always shows
Google says text pinned to headline position 1, headline position 2 or description position 1 always shows, while headline 3 and description 2 may not show. Anything a rule requires in every ad goes in one of those three spots.
- Name and city lines
Florida (4-7.12), Texas (7.02(a)), California (B&P 6157.2(b)) and Pennsylvania (7.2(h), (k)) want a responsible lawyer or firm name, and in most of them an office location, in the ad. We pin one description carrying it to description position 1 and keep headline 1 for the words the person searched.
- Required statements by practice
Bankruptcy ads to the general public carry the federal debt relief agency statement in 11 U.S.C. 528, "We are a debt relief agency. We help people file for bankruptcy relief under the Bankruptcy Code." or a substantially similar one. It doesn't fit as written, so we pin a shortened, substantially similar version to description 1 for bankruptcy firms.
- Canada and Ontario
Ontario's Rule 4.2-1.1 requires marketing to identify that the person is licensed as a lawyer, and our Canadian ads always say lawyer. A Toronto solo whose marketing we built from the ground up generated $10,875 in the first week on Google search ads.
Filing paid ads
In some states, the ad has to be filed with the bar, before or after it runs.
Florida, Texas and Nevada require many paid ads to be filed. Plan the copy early enough that filing doesn't hold up the launch.
- Florida: at least 20 days before first use, $250 per ad or $750 late, including boosted and sponsored social posts beyond basic information. See our Florida guide.
- Texas: within 10 days after first use, $100 per application, unless Rule 7.05 exempts it. See our Texas guide.
- Nevada: within 15 days of first use, $100 per ad; websites aren't filed. See our Nevada guide.
- California doesn't require filing but requires keeping a copy of each ad for one year (B&P 6159.1).
How we check ads
Our ad check runs before a person reads the draft, and the lawyer approves what's left.
When we write ads for a client, the copy passes an automatic check, a review against the firm's state rules, and the lawyer's approval, in that order.
Hard failures
The check rejects superlatives ("best", "top", "leading", "#1", "number one"), exclamation marks, phone digits, quote marks and dashes used as punctuation before any person reviews the draft. Canadian firms' ads also fail on "attorney".
Words held for a decision
"Expert", "specialist", "certified", "guarantee", "no fee", "win" and "% success" are flagged, as are ratings, reviews, awards, settlements and any dollar amount. Each needs a yes from the firm's state row, or it comes out.
The state row, read fresh
We keep a table of rules by state and province, built from each regulator's own text, and re-check a row when a client in that state launches. If a row says unverified, the claim is treated as not allowed.
Firm-specific limits
Some firms carry their own restrictions beyond the bar's, such as no years of experience or no awards in any ad. Those sit in the firm's file and apply every time.
Name, filing and approval
Required names and locations are pinned, filing deadlines are listed for Florida, Texas and Nevada firms, and the lawyer approves every ad before it runs.
What we see
Plain ads that repeat the search and name a person usually beat clever claims.
In our accounts, the copy that clears every review is also the copy people click: the case type, the place, a real person, and one plain offer.
When Google reports an ad's expected click rate as below average, we fix the ad, not the bid. We pin headlines that repeat the search words and the city, add lines the right person says yes to (on Meta, a question like "Charged With a First DUI?" implies the viewer's record, so we'd write "First DUI Charge Explained"), and name a person instead of a credential ("Work Directly With Robert"). None of that needs a superlative.
On Meta, the same restraint holds. A personal injury client's dedicated rideshare campaign on Facebook and Instagram brought in a case that settled for $1.5 million. Our Google Ads and Meta ads pages show how we build them, and the landing page guide covers where results and disclaimers live instead.
Common mistakes
Where firms go wrong.
Ad copy mistakes we fix most often in accounts firms bring to us.
Writing to the platform, not the bar
An ad Google approves can still break your state's rules. Google doesn't check bar rules, and the bar doesn't care that Google approved it.
Putting a disclaimer in an unpinned description
Description 2 doesn't always show. A claim that needs a disclaimer shouldn't be in the ad at all.
Asking the viewer about their situation on Meta
"Were you arrested?" implies a personal attribute. Describe the service instead.
Copying a competitor's claims
Another firm's "No Fee Unless We Win" may have a costs disclosure you can't see, or may be wrong. Your rule applies to your ad.
Changing live ads casually in a filing state
In Florida a changed ad is a new ad with a new fee. Batch edits.
Real results
What this looked like for real firms.
Results from ads that made no claims a bar would question: Google search ads for a Toronto solo, and a rideshare campaign on Facebook and Instagram.
Identifying details are anonymized to protect our clients. Individual result, not a promise or prediction of any specific outcome for your firm.
FAQ
Questions lawyers ask us.
Straight answers to the questions that come up most.
Can a law firm use "best" or "top" in Google Ads?
Google's editorial page doesn't ban the words, but bar rules usually do in effect. Florida's comment says "the best" generally fails as unverifiable, and Ontario treats "best" and "#1" as rankings. Our ad check rejects them outright for every client.
Can I say "No Fee Unless We Win" in an ad?
Only where your rule allows it and the ad includes any costs disclosure the rule requires. Florida, Texas, California and Pennsylvania all address costs. Never use it for criminal defense or for divorce fees contingent on the outcome, which ABA Model Rule 1.5(d) bars.
Can I put my phone number in a Google ad headline?
No. Google's editorial policy doesn't allow phone numbers in ad text. Use a call asset, which shows the number as a button, and our Google Ads call tracking guide covers tracking those calls.
Why did Meta reject my law firm ad?
Often it's a personal attributes violation: copy that asserts or implies the viewer's record, finances or health, such as "Are you facing bankruptcy?". Rewrite it to describe the service and request another review in Account Quality.
Can I bid on another law firm's name?
Google doesn't restrict trademarks as keywords. Bar rules may: Florida's comment says an ad shown for another firm's name must display your firm's name as the first text. Check your state before you try it.
Can I mention reviews or star ratings in an ad?
Rules on ratings vary and several are unsettled. Our default is to keep counts and ratings on the landing page with the date and source, and let Local Services Ads show the live rating itself.
Can you rewrite our current ads?
Yes. We run your existing copy through the same checks we use for new campaigns and show you what changes and why. Schedule a consultation.
Where we do this
The services this guide touches.
What this looks like when we run it for a firm, with a demo for your practice on each page.
Sources
Where these facts come from.
Official pages we read when writing this page. Platforms and rules change, so check the current version before you act on any of it. This is marketing guidance, not legal advice.
- Google Advertising Policies Help, Misrepresentation
- Google Advertising Policies Help, Editorial
- Google Advertising Policies Help, Trademarks
- Google Ads Help, About responsive search ads
- Meta Transparency Center, Introduction to the Advertising Standards
- Meta Transparency Center, Privacy Violations and Personal Attributes
- The Florida Bar, Handbook on Lawyer Advertising (December 2025)
- Texas Center for Legal Ethics, Rule 7.02 Advertisements
- California Legislative Information, Business and Professions Code, Article 9.5
- Pennsylvania Code, 204 Pa. Code Rule 7.2
- Illinois Courts, Rule 7.4: Communication of Fields of Practice and Specialization
- Law Society of Ontario, Rules of Professional Conduct, Chapter 4
- American Bar Association, Model Rule 1.5: Fees
- U.S. Government Publishing Office, 11 U.S.C. 528
Written by
Founder of Ad Hoc Digital. Leads strategy and works directly with every client firm on AI search, Local Services Ads, Google Ads and Meta ads.
More about SantiagoWant a second pair of eyes on this?
Book a free 30-minute call. Tell us how cases come in today, and we'll tell you straight what we'd change, and whether we can help.