Anthony Higman is the CEO of ADSQUIRE and one of the world’s leading experts in PPC and Local Service Ads. With years of experience driving results for a top plaintiff law firm and multiple digital agencies, he has mastered the art of building high-performance legal marketing campaigns. Anthony’s journey began with an early fascination for iconic brands like Coca-Cola, which grew into a passion for advertising and storytelling. After graduating from West Chester University of Pennsylvania, he quickly rose to lead paid advertising strategy at a major law firm, expanding into new markets with bold creative and precise targeting. Today at ADSQUIRE, Anthony delivers hands-on, expert-level paid media management that maximizes ROI for every budget.

In this episode, John, Kyle, and Anthony discuss:

• The challenges Google’s automation and AI pose for personal injury lawyers
• Why keyword targeting still matters and where Google is moving away from it
• The impact of hyper-personalization and fingerprinting on ad visibility
• How transparency, attribution, and management fees affect law firms working with agencies
• Practical advice for PI firms choosing the right paid ads partner

Key Takeaways:

• Google’s automation and AI initiatives work well for e-commerce, but they often overlook industries like legal advertising. Personal injury lawyers face unique challenges that don’t fit neatly into Google’s automated systems.
• Even with its flaws, Google Ads continues to dominate search and remains the single most reliable way for law firms to drive cases and client leads. No other platform matches its scale and impact.
• Hyper-personalization has changed the game, creating scenarios where every user sees something different. This makes it increasingly difficult for law firms and agencies to measure performance with confidence.
• Many SEO agencies charge significant fees yet deliver little transparency on actual results. By contrast, PPC campaigns often provide a clearer ROI and faster client acquisition when managed by true experts.
• To avoid costly mistakes, law firms should partner with agencies that demonstrate passion, transparency, and flexibility. Steering clear of long-term lock-in contracts ensures firms can adapt quickly if strategies stop working.

“The best ones out there, the best ones at marketing period, are stupidly passionate about this thing.” - Anthony Higman

Connect with Anthony Higman: 

Website: https://adsquire.com/ 

LinkedIn: https://www.linkedin.com/in/anthony-higman-a3656a46/ 

Connect with John and Kyle:

Website: https://defactodigitalconsulting.com/

LinkedIn: https://www.linkedin.com/in/john-schroeder-b87b3821a/

Facebook: https://www.facebook.com/DeFactoDigital

Instagram: https://www.instagram.com/defactodigitalconsulting/

Emails: [email protected] , [email protected]

Show notes by Podcastologist: Angelo Paul Tagama

Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.