Criminal defence clients rarely shop around for weeks. Someone has just been arrested, charged or released with a court date, and they or a family member search right away, often late at night. “Criminal lawyer” gets about 5,400 searches a month in Canada at an average of about US$45 per click, and “DUI lawyer” costs close to US$78 per click. In criminal defence, the firm that is visible and answers the phone first usually gets the call. This guide covers how to be that firm.
Search demand for criminal defence in Canada
| Search | Monthly searches in Canada | Average CPC (USD) |
|---|---|---|
| criminal lawyer | 5,400 | 44.77 |
| criminal defence lawyer | 3,600 | 40.47 |
| dui lawyer | 1,900 | 78.24 |
| traffic ticket lawyer | 1,300 | 12.31 |
We plan and run law firm marketing across SEO, Google Ads and websites, within Law Society advertising rules.
In Canada, impaired driving is the legal term, but many people still search “DUI”, so cover both.
Be reachable 24 hours a day
The single biggest marketing improvement for most defence firms is not an ad. It is answering calls after hours. Options:
- A lawyer on call rotation for urgent matters such as bail hearings.
- A legal answering service trained on your intake questions.
- An AI receptionist that captures details, books a call back and alerts the lawyer on call.
- Text messaging, because many clients cannot talk freely.
Put the after hours number in your Google Business Profile, your website header and every ad.
Pages that match how people search
Build one strong page for each charge type you defend, written for a frightened reader:
- Impaired driving and over 80, refusal, and dangerous driving.
- Assault, domestic assault and sexual assault.
- Theft, fraud and shoplifting.
- Drug offences and weapons offences.
- Bail hearings and breach of conditions.
- Youth criminal matters.
Each page should explain what the charge means, what happens next, what the person should and should not do now, and how to reach you. Add court specific pages for the courthouses you appear at most, with practical details.
Local SEO for defence firms
- Use “Criminal justice attorney” or the closest available category as primary on your Google Business Profile.
- List your hours accurately, and show 24 hour availability only if someone really answers.
- Collect reviews carefully. Many clients do not want to be associated publicly with a charge, so make anonymous initials reviews acceptable and never pressure anyone.
- Keep citations consistent. See our local citations guide.
Google Ads for criminal defence
At these click prices, waste hurts fast. Protect the budget:
- Use ad schedules that match when you can answer, or route after hours calls to your answering service.
- Bid more on charge plus city searches and less on broad informational terms.
- Add negatives for “criminal record check”, “pardon forms”, “jobs” and “court records” unless you serve them.
- Track calls by length and outcome, and import retained clients from your CRM.
See Google Ads for lawyers and the full cost per click by practice area.
Content that earns trust and links
| Topic | Why it works |
|---|---|
| What to do if you are arrested | High urgency search; shows calm expertise |
| How bail works in your province | Family members search this on the same night |
| Impaired driving penalties and licence suspensions | Steady search demand all year |
| Record suspensions explained | Brings in past clients’ networks and long term searches |
| Your first court appearance | Reduces fear and leads to booked consultations |
Keep content general, date it and update it when the law changes. Never discuss identifiable client matters.
Privacy and discretion in your marketing
Defence clients value privacy. Avoid remarketing ads that follow people around the web with charge specific messages, and keep remarketing audiences broad if you use them at all. Use secure forms, and say clearly how you protect the information visitors send.
Compliance points
Do not promise acquittals, withdrawn charges or “beating” a charge. Be careful with statements about past results, which Ontario’s rules restrict when they could mislead. Read lawyer advertising rules in Canada before you publish case results.
Want a defence marketing program built around fast response? See our law firm marketing services or read the law firm marketing playbook.
Ready to grow a defence practice? See our criminal lawyer SEO service.
Frequently asked questions
How do criminal defence lawyers get clients?
By being visible in search when someone is charged and answering right away, including after hours. Local SEO, Google Ads and fast intake do most of the work.
How expensive are Google Ads for criminal lawyers in Canada?
In our October 2026 data, criminal lawyer averaged about US$45 per click and DUI lawyer about US$78.
Should a criminal defence firm offer 24 hour response?
Yes, if someone really answers. Many calls come at night after an arrest or release.
What pages should a defence website have?
One page per charge type you defend, bail and first appearance guides, and pages for the courthouses you appear at most.
Can we use DUI in our marketing?
Yes. Impaired driving is the legal term in Canada, but many people search DUI, so use both naturally.
How do we get reviews from criminal clients?
Ask gently and accept initials or anonymous names. Many clients prefer privacy, so never pressure anyone.
Is remarketing a good idea for criminal defence?
Use it carefully or not at all. Charge specific ads that follow people around can feel invasive.
Can we publish case results?
Be careful. Results can mislead without context, and Ontario's rules restrict misleading statements about outcomes.
What content works best for defence lawyers?
What to do if arrested, how bail works, impaired driving penalties, record suspensions and first court appearances.
Do Local Services Ads work for criminal lawyers?
They can in eligible areas. You pay per lead, and Google verifies the firm first.
