🎙️ In this episode of Scope Shift, Brian sits down with Anthony Higman, CEO of Adsquire, to explore the fast-evolving world of paid search—especially how AI, shifting user behavior, and Google’s ever-changing SERPs are disrupting digital advertising.

Anthony brings years of frontline experience running high-performance PPC campaigns for law firms and navigating volatile shifts in Google Ads, LSA, and AI-driven search results.

🎯 What You'll Learn:

✅ How AI Overviews are disrupting Google Ads and SERPs

✅ Why Google’s monetization model is being tested by AI integration

✅ How lead flows are affected by unpredictable algorithm changes

✅ Why YouTube’s reservation buying is a new frontier for law firm marketing

✅ The real limitations (and frustrations) of AI ad tools in legal PPC

🧠 Guest Spotlight:

Anthony Higman – CEO at Adsquire Anthony is a self-described PPC nerd and one of the nation’s top experts in Local Services Ads (LSA). His agency, Adsquire, focuses exclusively on law firm marketing, generating over $200 million in results for clients through search and video advertising.

🔗 Connect with Anthony:

Twitter / LinkedIn: @AnthonyHigman

Website: https://www.adssquire.com

Phone: (267) 777-8004

🔍 Topics Covered:

✅ How Google’s AI Overviews are cannibalizing ad visibility

✅ The decline of precision targeting with Performance Max and broad match

✅ Why Anthony calls short-form video content a “necessary evil”

✅ YouTube Reservation Buying: masthead ads, skippables, and DMA targeting

✅ Google Ads in 2025: why it’s becoming a long game, not a magic bullet

📌 Resources & Tools Mentioned:

• Google Local Services Ads (LSA)

• YouTube Reservation Buying & Masthead Ads

• ChatGPT vs. Traditional Search: where AI fits (or doesn't)
  

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