The short answer
A DUI case has two clocks, the criminal case and the driver's license, and the license clock is short. That shapes how people search and how fast a firm must answer. Google limits audience targeting for crime-related ads, so DUI ads lean on search intent, location and a fast phone answer, not lists of past clients.
DUI defense is a speed business. Someone is arrested, searches from a phone, and calls the first firm that picks up. This guide covers what makes DUI different, what Google limits, and how to set up search, Local Services and intake. The wider picture is in our criminal defense marketing guide.
Key facts
- California tells drivers: You have the right to request a hearing from the DMV within 10 days of receipt of the suspension or revocation order (California DMV, read October 25, 2026).
- Texas tells drivers: You have 15 days from the date the notice is served to request a hearing (Texas DPS).
- Florida lets a driver request a review within 10 days after the date of issuance of the notice of suspension (Florida Statutes).
Why is DUI search so urgent?
The license clock starts at the arrest, so a person who searches is often hours from a deadline. They search for a DUI lawyer near them, compare two or three firms, and call. A firm that answers within minutes and mentions the license deadline earns trust before price comes up. States set different deadlines, so a firm should confirm its own state’s figure and put it on the page.
What does a DUI landing page need?
The page should answer the license question first, then the criminal case. Include your state’s license deadline with its source, your phone number at the top, a short form that asks only for a name and number, and the office location your state’s advertising requirements ask for. Leave out outcome promises and dollar results unless your state clears the exact wording.
What does Google limit for DUI ads?
Google lists the commission of a crime among its sensitive interest categories, and says advertisers in those categories are unable to use advertiser-curated audiences (Google Ads policy). So customer lists and lookalike audiences are generally off the table for DUI ads. Search ads that match what a person typed, location targeting and a good phone answer do the work.
Should a DUI firm use Local Services Ads?
Often yes, because the badge and the call button suit an urgent search. But Google can now charge for a missed call in your listed hours, so list only the hours someone answers (our note). Read the Local Services guide before you turn it on.
How should a DUI firm handle intake?
Name one person who calls back within minutes, give them a short script that asks about the arrest date and county, and log every call. Our intake guide has a scorecard. Never put arrest details in a form that sends them to ad platforms; send only the stage of the case.
How do you know it is working?
Count signed cases and answered calls by source. Clicks and form fills say little. Send signed cases back to Google Ads as our tracking guide explains, and check the cost per signed case.
What this means for your firm
- Put your state’s license deadline, with its source, at the top of your DUI page.
- Staff the hours you list on Google, or list fewer hours.
- Log every call and judge each source by signed cases.
Probative Growth plans and runs Google Ads and search for DUI and criminal defense firms under your state’s rules, as one team. Get my free review.
Reviewed by our editor. Marketing information, not legal advice. Confirm every rule and deadline with your state before you rely on it.
Questions about this guide
Why is DUI marketing different from other criminal defense marketing?
A DUI arrest starts a separate driver's license process with its own short deadline, so the first calls come fast and often from the person or a relative within hours. The firm that answers first and explains the license deadline usually gets the conversation.
Can a DUI firm target people who were just arrested?
Do not plan on it. Google limits advertiser-curated audiences for crime-related topics, and many states restrict contacting people after an arrest. Search ads that answer a search the person made themselves are the safer route. Check your state's rules.
What should a DUI ad say?
Say what you do, where, and how to reach a person at any hour. Leave out promises about outcomes and dollar results. Your state's advertising requirements apply to the ad and its landing page.
How do we measure DUI ads?
Count signed cases and the calls that were answered, not clicks. Keep a log of each call, who answered, how long it took, and whether the person hired you.
Sources
- California DMV: driving under the influenceAccessed October 25, 2026
- Texas DPS: Administrative License Revocation programAccessed October 25, 2026
- Florida Statutes 322.2615Accessed October 25, 2026
- Google Ads policy: restricted targeting in personalized advertisingAccessed October 25, 2026