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Law firm marketing agency · TorontoLaw firm marketing. Measured in consultations.
SEO, Google Ads, AI search and your website, run by one team as one plan. Every channel is tracked through to calls and consultations. Every piece of copy is checked against the Law Society of Ontario's marketing rules.
Free and written. Within 5 business days. No call needed.
What does a law firm marketing agency do?
Law firm marketing is everything that turns people with a legal problem into booked consultations. For most Ontario firms, that's four channels working together: SEO, Google Ads, AI search and a website that turns visitors into calls. A good agency runs them as one plan, tracks each one through to signed matters, and keeps the firm inside the LSO's rules.
Many firms have tried this in pieces: an SEO vendor, an ads freelancer, a web designer from five years ago. Each reports its own numbers. No one can say which channel brought in last month's new matters.
We fix the tracking first. Then your budget goes where the cases actually come from.
Four channels. One plan.
Law firm SEO
Practice-area pages, your Google Business Profile, technical fixes and earned authority. The aim: organic and map-pack rankings for the cases you want. This is the channel that compounds: pages keep working with no cost per click.
Google Ads for lawyers
Search campaigns for urgent, high-value practice areas. Call tracking, plus negative keywords that keep out job seekers and law students. Ads bring in matters from day one while SEO builds. Their conversion data tells us which keywords to target organically.
AI search visibility
More people now ask ChatGPT, Perplexity or Google's AI Mode which lawyer to call. We make your pages easy for these tools to quote. We keep your firm's facts consistent across the web. Then we earn mentions on the sources AI tools cite.
Website and intake
A fast site with clear practice-area paths, tap-to-call on mobile and short intake forms. Every call and form is tracked. Traffic only matters if it turns into consultations.
How we measure law firm marketing.
By tracking every call and form to its source, then asking new clients how they found you. Phone calls are the main conversion for most firms, so call tracking is set up first. A "How did you hear about us?" question on intake catches what analytics misses, especially clients who heard about you from an AI assistant and then searched your name.
Each month, you get one report covering every channel:
- calls and form leads by channel and practice area
- Google Business Profile calls, direction requests and website clicks
- organic clicks for non-brand searches, compared with the baseline
- Google Ads cost per lead
- how often your firm appears in AI answers for a fixed set of prompts
Every number sits next to the dated baseline we record before we start. A number without a baseline isn't a result. See what that looks like in our case studies.
Marketing that stays inside the LSO rules.
The Law Society of Ontario treats websites, ads, firm names and logos as marketing (rule 4.2-0). Marketing must be demonstrably true, accurate and verifiable (rule 4.2-1). That affects ad copy as much as web pages.
In practice, we:
- don't run "best" or "#1" ad headlines, or superiority claims about other lawyers
- use "specialist" only for LSO Certified Specialists
- add a past-results disclaimer wherever case results appear
- make clear whether a lawyer or a paralegal provides the service
- don't target "second opinion" searches, since marketing second-opinion services is prohibited
- avoid ad copy aimed at people who are vulnerable or recently traumatized, which matters especially in injury, criminal and family law
Read more about how this shapes our SEO work on the law firm SEO page. Source: LSO Rules of Professional Conduct, chapter 4. Your firm approves all copy before it runs.
See where you stand.
A free, written audit in five business days: where you rank, who takes your searches, whether AI assistants mention you, and what to fix first. Then, if you like what you see, a short call.
- 4.9×organic Google clicks for an Ontario criminal and family law firm
- 50.9 → 17.0that firm's average Google position
Measured with the Redline Baseline Method: Search Console, July to September 2026 against the same months in 2025. Past results don't predict future results; yours depend on your market, competition and starting point. See the case studies.
Law firm marketing questions, answered.
How much should a law firm spend on marketing?
It depends on your practice areas, cities and goals more than on any industry rule of thumb. A Toronto personal injury firm competes against national-scale budgets; a suburban estates practice doesn't. Start from what one new matter costs you and what it's worth. Then size ads and SEO against that. The free audit includes a starting recommendation.
Should a small law firm do SEO or Google Ads first?
Need cases this month? Start with tightly targeted Google Ads on your most urgent practice area, with call tracking from day one. Fix your Google Business Profile and website basics at the same time. They're cheap and help both channels. Then build SEO, which takes months but doesn't cost per click.
Do you work with firms outside Toronto?
Yes, anywhere in Ontario. Map-pack strategy is built around each of your real office locations, so we plan city by city.
Can you take over from our current agency?
Yes. We import what's already been done and record a baseline, so nothing is reset. You'll see whether the switch improved things. If your current setup is working and doesn't need changing, we'll tell you.
See where your firm loses searches.
Tell us about your firm. Your written audit arrives within five business days. No call needed.
Your audit covers:
- where you rank for your practice areas in Google and the map pack
- which competitors take those searches
- whether ChatGPT, Perplexity and Google's AI answers mention your firm
- technical problems holding the site back
- any copy or schema likely to be a problem under the Law Society of Ontario's marketing rules
Every finding is ranked by impact, with the evidence behind it. Yours to use, with us or without us. Then, if you like what you see, a short call.
In short: a free, written audit in five business days. No call needed. Yours to keep, whether or not you hire us. Every month you wait, the firms already ranking take those searches.