About Anthony Higman: Anthony Higman, CEO of ADSQUIRE, brings unparalleled expertise in paid search, honed through years of experience at a leading plaintiffs law firm and multiple digital agencies. He is widely recognized as one of the top PPC and LSA experts in the world, with hundreds of contributions to digital marketing publications.

His passion for marketing began early, fueled by a fascination with iconic brands like Coca-Cola and a deep interest in journalism during college. After graduating from West Chester University of Pennsylvania during the decline of print media, Anthony joined a major law firm, quickly rising to lead its paid advertising efforts. There, he mastered PPC strategy and spearheaded expansion into new markets using bold creative and precise targeting.

At ADSQUIRE, Anthony combines his deep knowledge of Google Ads with refined strategies to deliver high-performance legal marketing campaigns. He offers hands-on, expert-level paid media management with a focus on maximizing results for any given budget.

In this episode, Ted and Anthony Higman discuss:

• The evolution of paid search and how manual management outperforms automated bidding
• The pros and cons of Google’s Local Service Ads (LSAs) for law firms
• Why attention to detail and “doing the impossible things that can’t scale” creates better ROI
• The challenges AI brings to PPC visibility, targeting, and traffic consistency

Key Takeaways:

• Manual bidding remains a major competitive advantage in PPC — it extends ad budgets and prevents wasted clicks that automated strategies often cause.
• Legal marketing is still a numbers game, and success depends on reducing waste through careful negative keyword management and constant monitoring.
• Google’s ongoing changes, like AI overviews and blurred lines between paid and organic search, are reshaping the search results landscape — demanding human oversight more than ever.
• Focusing on one specialty — PPC — rather than spreading across SEO and other channels allows AdSquire to deliver deeper expertise and higher performance for its clients.

“My kind of motto is doing possible things that can't scale.” — Anthony Higman

Connect with Anthony Higman:

Website: https://adsquire.com/

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

X: https://x.com/AnthonyHigman

Traffic to Leads Information and links

JuvoLeads.com contact page: https://juvoleads.com/contact/

JuvoLeads website: https://juvoleads.com/

Connect with show host Ted DeBettencort: [email protected]

Ideas or guests for the show: [email protected]

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