Top 5 Google Ads Campaign Violations That Will Get You in Trouble with the SRA

When it comes to running Google Ads as a law firm, crossing the line with compliance isn’t just risky. It’s also costly. Every month, we audit campaigns from UK solicitors who unknowingly breach the Solicitors Regulation Authority (SRA) rules. The result? Wasted ad spend, lost credibility, and sometimes, regulatory scrutiny that could’ve been avoided.

At Kinetic Traffic, we’ve managed several PPC campaigns for law firms across the UK. We’ve seen the same compliance mistakes appear time and again, and we know how to prevent them. If you’re running ads or planning to launch one soon, understanding the most common Google Ads campaign violation scenarios can save you from both wasted effort and SRA trouble.

Let’s unpack the top five.

1. Misleading Claims About Legal Expertise or Results

SRA compliance starts with truthfulness. Yet, many Google Ads for law firms still use exaggerated claims like “#1 Family Solicitor in London” or “Guaranteed Compensation.”

Under the SRA’s Code of Conduct, you cannot make unverifiable or misleading statements. Even if it’s unintentional, Google’s automated systems and SRA reviewers can flag this as a serious breach.

Best practice: Focus on facts, not claims. Instead of “The Best Divorce Lawyer in Manchester,” opt for “Experienced Divorce Solicitors Helping Clients Across Greater Manchester.” It’s transparent, verifiable, and still powerful enough to convert.

2. Using Restricted Legal Terms Without Proper Authorisation

Certain terms, such as “specialist,” “expert,” or “regulated,” can trigger SRA scrutiny if you cannot demonstrate evidence to back them up. For example, describing your firm as “certified experts” in medical negligence without holding the proper accreditation could amount to an SRA advertising violation.

What to do: Check your accreditations before making such claims in your ad content or landing page. The SRA and the Law Society both expect accuracy and supporting documentation for professional designations. When in doubt, reword or remove.

3. Promoting Services Without Displaying Regulatory Details

It’s surprising how many law firm ads lead to landing pages that omit basic compliance information, such as the firm’s registered name, SRA number, or business address. Not only does this violate SRA transparency rules, but it can also lead to Google Ads campaign violation notices for “destination mismatch” or “untrustworthy content.”

Best practice: Ensure every landing page linked to an ad includes your firm’s official name, registered address, and SRA ID. It builds credibility with clients and satisfies both regulators and Google’s advertising policies.

4. Mismanaging Referral or Lead Generation Ads

The SRA has strict rules about referral fees and third-party introductions. Some law firms unknowingly breach these by working with lead generation agencies that don’t disclose their role clearly in ad copy or landing pages.

If your ad funnels clients through an intermediary or uses dynamic call tracking without proper disclosure, you could be operating outside SRA advertising guidelines.

How to fix it: Always disclose your relationship with any marketing partner. Make it clear who the regulated entity is: your firm, not the referral platform. Kinetic Traffic’s campaigns for solicitors always maintain this distinction to protect your compliance standing.

5. Using Client Testimonials Without Consent or Context

Client reviews are a powerful trust signal, but they’re also a compliance risk if not handled correctly. The SRA mandates that testimonials must be authentic, not misleading, and used with permission. Quoting or editing a review in a way that changes meaning, or using a client’s full name without consent, can result in a regulatory breach.

Solution: Keep testimonials genuine and anonymised where appropriate. “A family client in London” is acceptable; “Sarah Thompson, Divorce Client” without consent is not. Always keep a record of permissions.

Bonus: Neglecting Your Ad Disclaimers

A less-discussed but frequent issue is the omission of disclaimers in Google Ads. If your firm offers “No Win, No Fee” or conditional fee arrangements, you must clearly state terms and limitations. Leaving out key details may mislead clients about potential costs: another SRA red flag.

Staying on the Right Side of the SRA and Google

The overlap between SRA compliance and Google’s advertising rules is no coincidence. Both prioritise honesty, transparency, and user protection. Law firms that ignore this alignment risk more than a Google Ads campaign violation. They risk their professional reputation.

At Kinetic Traffic, we help law firms run fully compliant, high-performing Google Ads campaigns that attract clients without crossing regulatory lines. Our team ensures your ads not only meet SRA standards but also outperform your competitors in lead quality and cost efficiency.

If you suspect your campaigns might be breaching SRA advertising rules, now’s the time to act.

Protect Your Firm. Maximise Your Reach.

SRA compliance doesn’t have to hold back your marketing; it should strengthen it. With Kinetic Traffic, you get the best of both worlds: compliant campaigns that convert.

Let’s make your Google Ads a tool for growth, not a liability. Request a callback today, and let’s audit your campaign together.