🎙️ 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:
âś… How AI Overviews are disrupting Google Ads and SERPs
✅ Why Google’s monetization model is being tested by AI integration
âś… How lead flows are affected by unpredictable algorithm changes
✅ Why YouTube’s reservation buying is a new frontier for law firm marketing
âś… 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.
đź”— 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
âś… The decline of precision targeting with Performance Max and broad match
✅ Why Anthony calls short-form video content a “necessary evil”
âś… YouTube Reservation Buying: masthead ads, skippables, and DMA targeting
✅ Google Ads in 2025: why it’s becoming a long game, not a magic bullet
đź“Ś Resources & Tools Mentioned:
Google Local Services Ads (LSA)
YouTube Reservation Buying & Masthead Ads
ChatGPT vs. Traditional Search: where AI fits (or doesn't)
đź‘Ť Like, comment, and subscribe for more expert takes on PPC, AI, and performance marketing.
#ScopeShift #AnthonyHigman #PaidSearch #GoogleAds #YouTubeAds #LSA #AIOverview #DigitalMarketing #LawFirmMarketing #PerformanceMax #ChatGPT #MarketingAI #LegalPPC #SEO #Adsquire
