We investigate which isotherm equation arises when a lattice gas with rather general lateral interactions is used to model an adsorption of particles on a solid surface at subcritical temperatures. For simplicity, an energetically homogeneous surface is considered, and only a single phase is assumed to be stable in the system. We show that, up to a constant, the result is a sum of terms that have the same form as the Hill isotherm or, less accurately, as the Freundlich isotherm. Each of these terms contains three types of microscopic parameters whose relation to the details of the considered lattice gas, such as its lateral interactions, is provided. We also provide a formula for the heat of adsorption and discuss the phenomenon of adsorption compression. We illustrate the results for a simple lattice gas on a triangular lattice with pair and triple interactions. Possible extensions to inhomogeneous surfaces, multi-component adsorption, and phase coexistence regions are pointed out.