Marketing for Canadian law firms.
Ethical SEO, lead-intake, AI workflows, and content playbooks built for Canadian firms operating under Law Society advertising rules.
Law-Society-aware playbooks for Canadian firms
- 8 playbooksPillar + AI for legal
- LSO + LSBC + LSA awareProvincial rule mapping
- Solo to mid-sizeNot Bay Street BigLaw
- AI for legal coverageIntake, research, drafting
How we help.
Search Engine Optimization (SEO).
Local + practice-area SEO tuned to Law Society advertising rules. GBP-first for local intake, content + schema for organic, link-building that won't trip a regulator complaint.
See how it works →Google Ads.
Practice-area Search + retargeting Display. Compliance-reviewed creative (no outcome guarantees, no comparative claims about other firms, no testimonials in violation of Rule 4.2-1.1).
See how it works →Marketing Engineering.
Intake-CRM wiring, call tracking with privilege-aware retention, attribution that survives 90-180 day legal sales cycles. The data layer most legal-marketing agencies skip.
See how it works →Playbooks for legal marketing.
See all articles →Advertising For Law Firms: What Actually Works in Canada (and What Gets You in Trouble)
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Questions buyers ask.
- How do you stay onside of Law Society advertising rules?
- We treat your provincial Law Society (LSO in Ontario, LSBC in BC, LSA in Alberta, LSS in Saskatchewan, etc.) as the strictest filter on every ad and content piece. Practical version: no outcome guarantees, no comparative quality claims about other firms, no testimonials that violate Rule 4.2-1.1 (or your province's equivalent), no "specialist" claims unless you actually hold the formal designation. We sign NDAs and review the campaign with your managing partner before anything goes live.
- Do you handle privacy + privilege concerns in marketing data?
- Yes — and this is where most legal-marketing agencies are sloppy. Practical version: any campaign that touches client PII (intake-form retargeting, CRM-to-Meta-Custom-Audience uploads, call recording for QA) gets reviewed against PIPEDA/PIPA + privilege constraints before launch. We won't ship attribution patterns that would be discoverable in litigation against you.
- Can you handle AI-tool selection (intake chatbots, Lexis/Westlaw alternatives, drafting AI)?
- Yes — covered specifically in the AI for legal articles below. Honest framing: the AI legal-tool market is moving fast and most vendor pitches over-claim. We're not selling AI tools; we evaluate them against your firm's risk tolerance, Law Society rules, and existing tech stack. Sometimes the right answer is "don't adopt this yet" and we'll say so.
- What's a typical Canadian law firm marketing budget?
- Most independent and small-group firms (1-15 lawyers) we work with run $2,000-$6,000/mo total (fees + ad spend) during growth and $1,500-$4,000/mo at steady state. Higher than other SMB verticals because legal CPCs are 3-5x average ($30-$120/click for high-intent practice areas like personal injury, family, immigration). The honest ceiling: at average matter values of $3,000-$25,000+, even a small lift in qualified intake covers significant fee + spend.
- Solo practitioner vs multi-partner firm — different agency picks?
- Yes. Solo and 2-5 lawyer firms need an agency that handles intake, content, AND tech (because there's no in-house marketer to coordinate). 10-50 lawyer firms usually have an in-house marketing manager who needs an agency that supplements specific weaknesses (SEO, paid, CRM). Bay Street and BigLaw is a different game (350-person teams, brand-budget, RFP procurement) and we'll tell you straight if we're the right fit. Sweet spot: 1-15 lawyers, principal-led marketing decisions.
Got A Question?
Get in touch. We'll respond soon, so together, we can take a bite out of the competition.