Google Ads for Lawyers in Brazil: OAB Advertising Rules

What the OAB allows

Provision 205/2021 of the OAB Federal Council updated the advertising rules and now permits paid promotion of content, which includes Google Ads, within limits:

Advertising must be informative and discreet, not a commercial offer.
Not allowed: promising results, mentioning fees or running promotions, using phrases like "the best lawyer", or commercializing the profession.
The ad must identify the lawyer or firm, with the OAB registration number.

Each state section of the OAB may interpret the rules differently. Before you start, it is worth checking with your state section.

How to build a campaign that works (and is allowed)

One campaign per practice area (labor, social security, family, consumer), each leading to a page that explains that area.
Informative ads: "Labor law practice in Goiânia. Appointments by schedule. OAB/GO no. ...". No "win your case" or "guaranteed compensation".
Keywords with hiring intent: "labor lawyer in [city]", "social security lawyer near me", "family law firm".
Negative keywords for people who will not hire: "petition template", "course", "public exam", "bar exam", "free", "public defender".
Location targeting to where the firm works.

What clicks cost in the legal industry

Law is one of the most expensive industries on Google: a click usually costs R$ 3 to R$ 15, and can go higher in areas like social security and labor law in state capitals. That is why the campaign needs tight targeting and must track how many clicks become consultations. See the math in how much Google Ads costs.

What to avoid

Advertising on broad keywords like "lawyer" across the whole state: it spends fast and brings leads outside your area.
Landing pages with promises or testimonials that amount to soliciting clients.
Mentioning fees or a "free consultation" in the ad.
Leaving the campaign running without reviewing the search terms.

Frequently asked questions

Can lawyers in Brazil run paid Google Ads?

Yes. OAB Provision 205/2021 permits paid promotion of content, as long as the advertising is informative, makes no promise of results, does not mention fees and does not improperly solicit clients.

Can I show the consultation fee in the ad?

No. Advertising legal fees or promotions is not allowed in legal advertising in Brazil.

How much should a law firm invest in Google Ads?

Because clicks are expensive, a firm serving one city usually starts with R$ 30 to R$ 80 per day in one or two practice areas, then adjusts based on cost per booked consultation.

Want to know how much to invest?

Talk to Lucas on WhatsApp: we review your industry and city before you invest.

Chat on WhatsApp See plans and pricing

Google Ads for lawyers and law firms in Brazil