Digital marketing is ALWAYS changing and it can be hard to keep up with all the changes. Thats why most lawyers need to hire specialists who focus on digital marketing day in and day out. Thats whats we do here at ADSQUIRE. In todays fast paced digital landscape, the way that most people who dont already know a lawyer find them is by going online and doing some background searches. Most consumers will start by performing some searches on research based keywords. Lets say someone was invoved in an accident and is thinking about hiring a lawyer to represent their best interests, they will likely start the process by going to Google and typing in something like: “I was involved in car accident, what options do I have?” This will as of today (5/18/2025) trigger 4 paid ads, then an ai overview, then 9 organic listings, then discussion and forums, and then 3 additional paid ads.
So is your law firm showing up?
You know the old saying, where do you burry a body? On the second page of Google results. Well like it or not, if your firm is not showing up consistently in peoples path when they are doing searches, then you are not even a choice in their head. So get out there!
Google is becoming more than just search results. In 2025 Google is becoming more than just search results. Google is all in on Ai and so Ai overviews are currently taking top priority and in a lot of cases, organic results are getting pushed further down. This means organic strategies are also changing. At the current time in this in between time, a lot of firms are focusing on PPC and LSA and other paid means of increasing web site traffic. Does that mean organic is not important? No it still is, but in what balance we dont know yet. The web is all about putting out information about your law firm and how it can solve the needs of consumers.
PPC and LSA. PPC ads have always been a staple of law firm marketing but in the last 5 years Google has introduced a new ad format called Local Services Ads. They have changed the rules about how PPC operates and now LSA takes the tippy top spot in paid ads on some searches and so this ad format is becoming a more important piece of the puzzle.
Its not just one thing, its all the things!
Beyond trational paid search there are video and display strategies that can help enhance your overall marketing. Also beyond Ai, Google has also in the past few years been introducing social media into the main search results. See Google has all the data and they have determeined that a lot of people spend most of their time on social media these days and so Google wants a piece of that pie. So with that information they have been introducing quasi social aspects into the SERPs. The main one is a social media section called “What people are talking about”