Click. Call. Convert. Client. Paid Search - Local Service Ads - LSA and Pay Per Click - PPC still works for law firms, but clicks alone do not build a profitable campaign. Jay Berkowitz breaks down the current state of Google advertising in this Ten Golden Rules live webinar, focusing on the full journey from click to call, conversion, and signed client. Using real campaign data, Jay explains how Local Services Ads and PPC perform differently, what firms should measure beyond impressions and clicks, and where conversion opportunities are often lost. He also covers call response, messaging, landing-page design, campaign structure, Google reviews, and the growing influence of AI Overviews on search behavior. The central message is simple: firms that measure the entire path from advertising spend to signed cases can make smarter decisions, improve conversion, and get more value from Google.
Key Topics
00:38 – Jay sets up the click-to-client framework and previews the numbers law firms should be watching when evaluating paid Google campaigns.
08:17 – Discover what makes Local Services Ads different from traditional PPC and why their position at the top of Google creates a distinct opportunity.
11:00 – Several small intake decisions can influence whether Google continues sending opportunities to your firm through LSAs.
18:43 – Jay compares the way Google allocates LSA opportunities with the very different economics of scaling a PPC campaign.
23:09 – See how campaign structure, targeting, keywords, and landing pages work together before a prospect ever becomes a lead.
28:25 – One conversion channel consistently produces stronger results than another, changing the way Jay recommends designing law firm landing pages.
31:59 – AI Overviews are changing the early stages of legal search, creating a new opportunity for firms that know how prospective clients phrase their questions.
35:47 – Jay walks through the content signals that can help a law firm become a more useful source for Google’s AI-generated answers.
39:14 – The Q&A explores where firms with limited budgets should start and which marketing channels deserve priority when resources are tight.
49:14 – A final audience question brings PPC, LSAs, SEO, video, and AI search together into a broader strategy for capturing more of the available market.
Resources Mentioned
Technology
Books
About Jay Berkowitz:
Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO ofTen Golden Rules, a digital marketing agency specialized in working with attorneys.
Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon. He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.
Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.
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