Can our ads say 'Is your spouse hiding money?'

Not on Meta, which bars ads that assert or imply a viewer's personal attributes, and we avoid it on search too. Ads describe what your firm does, such as 'Divorce and custody lawyers in [city], free first call,' where your state allows the claim.

Do social ads work for family law?

Usually only as small awareness budgets. Privacy rules limit what they can say and who they can reach, and we never retarget. Search and Local Services carry most family-law budgets.

Which searches do you block?

Free divorce forms, do-it-yourself kits, divorce-record lookups, jobs, and matters or counties your firm doesn't take. Two people review each block, and a term that led to a retained client is never blocked.

Family law · Ads, search and social

Family law ads: discreet search and Local Services, standard uploads only

Search and Local Services ads for family-law firms with discreet copy, no audiences, standard uploads only and safe callbacks, judged on retained clients.

Last reviewed October 24, 2026 by the Probative editorial team

Join the waitlist See every price

Flat, published fees; you pay the ad platforms directly.
Every account in your name; leave any month after 90 days.
Your attorney approves every ad, and we check your state’s rules during setup.

Family-law ads reach people who are often deciding something private. We run search and Local Services ads with discreet copy, no audiences of any kind, standard uploads only and safe-callback intake, and we judge them on retained clients from your own records.

The channels

Channel	Role	Notes
Google search	The main channel: divorce, custody and support searches by county	Campaigns by matter type and language; brand on its own
Local Services Ads	The family category (Google)	Missed calls during listed hours can be billed (Google)
Microsoft search	A second line from the same plan	Same rules
Meta and YouTube	Small awareness budgets at most	No ads implying anything about the viewer (Meta)

No audiences, standard uploads only

Google treats relationship hardships as a sensitive category for personalized ads (Google): no remarketing, client lists or lookalikes. Remarketing can also follow a visitor onto a shared device, so we wouldn’t use it anyway.
Google’s customer data policy keeps conversions related to divorce or marital separation out of enhanced conversions (Google). Uploads carry a click ID, a neutral stage name, a value band and a time. Never a family detail.

Discreet copy

Ads describe your firm’s services and how to start, never the viewer’s marriage or situation.
No fear-based lines, no promises about custody outcomes, and no “expert” or “specialist” unless your lawyers hold the certification and your state allows the words.
Required words, such as your responsible lawyer’s name and office city, in every ad, and required statements in Spanish wherever an ad uses Spanish.

Search terms to block

Junk group	Examples of what people typed
Do-it-yourself	free divorce forms, divorce papers online, DIY divorce kit
Records	divorce records lookup, marriage records search
Jobs and school	family law paralegal jobs, family lawyer salary
Out of scope	counties and matters your firm doesn’t take

Values and timing

Values come from your fee history by matter type, in a few bands: an uncontested divorce, a contested custody case and a support modification are not worth the same. Many family matters retain within days, so bidding gets a quick signal even at standard uploads.

Intake that protects the caller

Ads run only when someone answers. Callbacks start with the safe-contact question, and nothing about the matter goes into voicemail or a text unless the person said it’s safe. See intake monitoring.

How we measure it

The Monday report shows each paid channel by matter group, county and language, with cost per retained client once a line has at least 5. The organic side is on family law SEO and AI search; the overview is on family law.

Our two pillars for family law

01 · SEO and AI search Family law SEO and AI search Local search, your Business Profile, pages in English and Spanish, and being named in AI answers.

Questions firms ask

Can our ads say 'Is your spouse hiding money?': Not on Meta, which bars ads that assert or imply a viewer's personal attributes, and we avoid it on search too. Ads describe what your firm does, such as 'Divorce and custody lawyers in [city], free first call,' where your state allows the claim.
Do social ads work for family law?: Usually only as small awareness budgets. Privacy rules limit what they can say and who they can reach, and we never retarget. Search and Local Services carry most family-law budgets.
Which searches do you block?: Free divorce forms, do-it-yourself kits, divorce-record lookups, jobs, and matters or counties your firm doesn't take. Two people review each block, and a term that led to a retained client is never blocked.

Sources

Google Ads policy: personalized advertising and sensitive categories (relationship hardships) · Accessed October 24, 2026
Google Ads policy: customer data policy (divorce or marital separation kept out of enhanced conversions) · Accessed October 24, 2026
Meta advertising standards: privacy violations and personal attributes · Accessed October 23, 2026
Google Local Services Ads Help: Getting started in the US (the family category) · Accessed October 24, 2026
Google Local Services Ads Help: billed missed calls · Accessed October 23, 2026

Start with your own numbers.