BV+ Advogados: Google Ads and SEO for a health law firm, within the bar's rules
A São Paulo law firm that fights health insurance denials. Google search ads and SEO for people looking for help, with every ad approved by the firm before it goes live.
before going live, within the bar association's advertising rules
tracking built so sensitive data stays with the firm
on Google search, right when someone looks up their insurance denial
The challenge
BV+ Advogados practices health law: it represents people whose surgery, medication, home care or treatment was denied by their health insurance plan. People looking for this firm are in a hurry, and they look on Google.
Advertising in this market has rules a regular ad doesn’t follow. In Brazil, lawyers’ advertising is regulated by the bar association (OAB), which forbids offers, promises of results and free consultations. And anyone who fills out a form is sharing health data, which Brazil’s data protection law (LGPD) treats as sensitive.
The solution
- Google search ads: for people searching for help with an insurance denial, at the moment they need it. It’s the format the bar’s rules explicitly allow.
- Approval before launch: no ad goes live without the firm’s sign-off.
- SEO: the site prepared to show up in organic search for people researching their question before looking for a lawyer.
- Tracking without exposing anyone: contacts and bookings measured as results, without sending health data to ad tools.
- Monthly report: contacts per campaign, the searches that brought in clients and a meeting to decide the budget.