The firm said it was trying to break the "taboo" around death.
Beyond, a funeral price comparison site, has had its adverts banned by Transport for London.
The giant billboards were due to appear on the London Underground but were deemed "likely to cause serious and widespread offence."
One ad for cremation offered a £1,195 "one way" trip with "roasting temperatures", and showed a couple on the beach with coffins rather than surfboards.
Another, which appears to be an ad for flu medication, asks: "Headaches?, Aches and pains?, Sore throat?", before adding "Better write your will then".
While a third advert is a mock wedding ad, which shows a young woman planning her funeral, with the caption: "For that perfect look on your big day."
Beyond released a statement about the campaign, which reads:
"So, these adverts are a tad...edgier. And that's deliberate. You see we're all going to die. Yet in the UK, few people like to talk about it."
"When something is taboo, as with death, it creates an environment where bad actors can operate. And our fear of engaging on the subject - creating that shared code of silence - allows predators to rip us off."
"We pay too much for funerals, funeral plans and wills because we don't feel able to shop around."
Transport for London said that they worked with Beyond to come up with "a more acceptable campaign", which is now running on their network.
