Revenue Roadmap
Revenue Strategies for Family Law Firms
Learn from the experts behind the growth of sterlinglawyers.com Anthony Karls, President of Rocket Clicks/co-founder of Sterling Lawyers, and Tyler Dolph, CEO of Rocket Clicks, interview the experts in all the areas that will drive revenue and increase profits for family law firms
Get technical knowledge and learn from the experience of those who paid the price to learn what it takes to grow from an idea to an exclusively family law firm with 30+ attorneys.
Revenue Roadmap
Why Law Firm Paid Search Burns Money Without Results
Law firm paid search structure is the reason your Google Ads burn money. Most firms skip the boring work that actually scales.
The problem isn't budget—it's the absence of systematic legal marketing budget allocation across brand, competitor, and non-brand campaigns. We break down the exact Google Ads setup that allocates spend to highest-intent keywords first.
Stop treating paid search best practices as optional and learn the 5-tier campaign architecture that scaled Sterling Lawyers to $17MM— the same structure Rocket Clicks now uses for our clients.
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📄 CHAPTERS
0:00 - Law Firm Paid Search Architecture: Why Your Budget Burns Without Results
1:41 - Brand Campaign Strategy: Protecting Your Search Real Estate From Competitors
8:42 - Competitor Bidding Tactics: Exploiting Firms That Answer Only 60% of Calls
16:11 - Intent-Based Keyword Targeting: The Holy Grail Keywords Most Firms Miss
22:04 - PPC Campaign Structure: Why Naming Conventions Enable Budget Control
25:03 - Performance Max Warning: The Lazy Easy Button That Wastes Your Spend
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In theory, this is a really good product from Google. But it assumes you have good data. And like that’s the underlying assumption. I am Tyler Dolph CEO of Rocket Clicks, a performance driven marketing agency that works exclusively with family law firms around the country. With me today I have Tony Carls and James Patterson. Tony is the president of our agency and also the co-founder of our law firm, Sterling Lawyers, which has grown to over 32 attorneys. Pretty incredible. James Patterson runs our law firm division here at, Rocket Clicks and is our paid media expert. He's been here for a number of years and has some incredible expertise and insights into, all things paid advertising. In this episode, we are going to unpack five critical campaign structure strategies that most family law firms overlook. These aren't service level tips. These are core principles that will change how you think about Google Ads forever. All right, gentlemen, we are continuing our deep dive into all things the paid search. Today we're going to talk about, five smart Google ad campaign structures that family law firms can utilize to maximize profit. James, you're going to have to help me out a lot today because we're deep into the weeds now. And, we're going to start with segmenting brand campaigns by intent. Give us a little perspective on brand campaigns as a whole and then why they should be segmented. And then, Tony, obviously I would love your perspective as it relates to what you built, at our law firm, Sterling Laws. Yeah. Awesome. In terms of brand campaigns, we do feel like, they're they're pretty critical to a good paid search strategy. Especially when you look at more advanced, marketing, strategies. We're looking at building up the upper funnel and things like that, introducing people to the brand for the first time. Having a good brand, search campaigns can be really critical to make sure that you can capture that intent and ultimately control the messaging. So, you know, quick kind of side stories is a lot of times we'll work with clients and they might be a little bit hesitant to to bid on brand terms because they're going, well, you know, don't they already know us? You know, find our organic search, you know, results and things like that. All all very valid things, right? Yeah. If you have a really great SEO strategy, you should be showing up for sure on branded search. However, the thing that, paid paid media, paid search will do for you in those instances is ensure that you get to control that messaging and the destination. Right. So if somebody is looking for something that's really high intent, let's say it's your brand and specific, metro area, we can send that traffic directly to the right, landing page, maybe associated to that content, whereas your search results page might drive to the location page. Great. Obviously, with the paid media landing page, we can be a little bit more strategic. Even so, in terms of conversion rate optimization and things like that. So, it's really a control game at the end of the day. And then, secondarily, if you are in a competitive stage with which obviously we see a lot with law firms is, you know, if you have other competitors that are bidding on your name, then of course they're going to potentially have their opportunity to do the same thing there and control their messaging as to why, maybe it's better for the consumer to consider this, other law firm instead of yourselves there. So, that's kind of like the, you know, one on one in terms of why we think it's really important. It's really that control, in terms of messaging and landing page and things like that. And then in terms of the composition of the keyword strategy itself is we do like to take a tiered approach. So not all keywords being equal in a brand campaign specifically. So tier one is going to be again, kind of that example of it's going to be your brand name and then maybe a specific, metro or a geo based keyword, might be something like a near me, or, you know, top sterling lawyers, attorneys, something like that, where it's really somebody that's deep within their, purchasing cycle ready to make a purchase. Today. We want to really make sure we're controlling our messaging and, landing page experience for those types of searches. Then secondarily, we do have, you know, obviously lower intent, so maybe just the brand name itself or maybe it's, you know, the first name of a specific attorney. Same thing we're still going to want to control, obviously the messaging in our ads and where ultimately that that, you know, user goes when they click your ad. But obviously in terms of how you want to, prioritize, we're going to obviously always steer clients to really focus on that tier one at a minimum. That way we make sure we really hold down the fort on the most important keyword searches. So it is not a should we bid on our brand or not conversation, which I know we've had many times with, with many potential clients here at the agency. Are you pretty, convinced that you should always bid on your brand? Yeah. So, one of the things the branded search that I think a lot of, law firms and even agencies don't realize when they're looking at this is as we've talked in some of these other revenue roadmap podcasts, as Google continues to expand, the possible, variations and matching of different keywords, the more likely competitors are showing up in certain ad accounts inadvertently. So somebody who's just, you know, another competitor who might be just bidding on the keyword divorce lawyer, right? As a broad match keyword in their non-branded campaign, they might be serving ads on your brand name because Google's going, oh, there's other law firm is a divorce lawyer. Let's, you know, if somebody's searching this in, let's show your ad on top of it. So a lot of times, you know, businesses don't even realize that competitors are inadvertently bidding on their, on their, brand name. So it's just another reason why, it's really critical to hold down the fort there. And the benefit is, is, yes, it's typically lower CPC. Google's going to give you, the rank advantage. So you're generally going to obviously convert much better. So it's really a no brainer at the end of the day when it comes to to branded search strategy. Yeah. And you're. I mean, I think another part of it is controlling the landscape on the search page. So if you're if you're bidding on your brand, like your, like some of what, James, you were just saying some of the outcome of of that is you you can have a normal display ad where you might you maybe have a picture, maybe it'll just be words. It'll be small, just like everybody else's. Typically with brands, because you have a really high quality score, you're going to see your you're going to see a massive like a massive and there for yourself with large site links, and you're going to take over more of the page, which is going to give you an advantage. So like, you want to be there and you want to own the real estate. Also, you know, like we know with Yelp, Yelp is terrible for reviews. If you're not doing a good job with your brand, both in paid and organic, all you're doing is allowing other directories that may or may not be actually super relevant to the industry to show up high in search results and potentially worsen your, potential client throughput. So, as an example, if I'm not bidding on my brand, even if the and there's maybe there's no competitors in there, the first thing that's going to be at the top now is a map. And maybe or maybe or maybe not. You have good reviews. Then you're going to see your organic search result, but then you're going to see if if you have a Facebook page, Facebook or your LinkedIn page or one of your social profiles, but then you're going to start seeing Glassdoor, you're going to start seeing Yelp, you're going to start seeing all these other directories that you may not be optimizing for that some users are using. And if you're if you're not kind of leveraging paid to push all that down, you're just exposing, you might be exposing stuff you don't want and you don't want to expose from a, client attraction perspective. You know, we we bang on Yelp a lot internally because they're not they're not a super fair arbiter of reviews, in my opinion. You know, you get get a lot of good reviews and they all get hidden and you get one bad review, and that's the only one that's displayed publicly. So you can't really change their system, but you can't change what shows up on a search page. And this is one of the ways that you can leverage that. You know, I'll say that. So you, James, you brought up competitors bidding on your brand, right? Well, our second item has to do with separating out competitor campaigns. So give us a little preview into why, why that's important. Yeah, absolutely. So a lot of the clients that we work with, with other law firms, we do see some successes from intentionally bidding on competitor names. One of the things I'll say right off the bat, we had talked about negative, keyword lists in one of our previous podcasts. You are going to see competitors show up from time to time, even if you have a really good clean phrase and exact match keyword strategy. Google's still going to toss them in there sometimes. So making sure that you're excluding those out so that if you do choose to target them, you can do so strategically. Is really critical there. So it's one of the reasons why competitive campaigns can become a really great opportunity is because, honestly, a lot of times those, searchers can convert for you. You do have a little bit of a decent advantage from a ranked perspective since obviously, you know, assuming they do, they are running a brand campaign that similar to our our just our last topic there, you know, they're going to potentially be showing over you. But if you do have a unique value proposition that feels like, you know, you can really stand out from, you know, specific competitors, it can be a really great way to give you a shot to, persuade somebody who's, you know, already, gone through some of the research and is familiar with another law firm to ultimately maybe consider looking at you as well. So really kind of the best practice here is we want to make sure that we're obviously separating those out into a separate campaign. You know, every advertiser can can run what's called an auction insights report to kind of understand what competitors are also bidding out there. It can be really important to just to look at it from a or whatever the case may be and, and, get an opportunity to say, hey, guess what we're here to if you're if you're interested in looking at law firms right now so it can be a really good way, to, to go ahead and capitalize on interest. One of the things I'll say is like from a landing page, some of the law firms that have the most success here is if you have a really strong brand and USP strategy, you can really knock things out right here. Right. Address objections that, consumers are likely to, you know, experienced by working with some of your competitors, right on the exact landing page, exact ad messaging that you're putting in front of them. So it can be a really cool way to, to, you know, kind of know what are the pros and cons of some of my competitors in my market, and how can we get ahead of that? So as consumers are naturally doing the research there and maybe calling in for, you know, a few other offer, a few other, alternatives in your marketplace, you have the, the opportunity to kind of get ahead of that and make them feel like, oh, this business really knows what, you know, how to how to run a law firm here. So a lot of. you expand a little bit more on the auction insights piece? You know, you mentioned, thinking about the competitive landscape, so you shouldn't just pit against maybe your mortal enemies or, you know, competitors of the space that annoy you. Give us some perspective on how you prioritize which competitors to go after. Yeah. So, so action. And so it's a really cool report. The downside is, is that you don't get visibility to exactly what competitors are paying and things like that in terms of their monthly costs. But what's really cool is you can use Auction Insights to look at various different levels of, performance data so you can look at the campaign level, at group level or even specific keywords. Right? So if you have a really, valuable keyword like divorce lawyer near me, right, that you're bidding on, you can look at auction insights for that specific keyword and, you know, push out other ones that maybe you're less interested in. That report itself will show you basically a list of all the domains or, or competitor websites that are actively bidding on that same keyword based off of your time frame. You're looking at, and you're going to be seeing a lot of impression share type metrics. Right. So half an hour user showing, based off of the number of eligible searches that exist for that keyword, what's their top of page rate. Right. How often are they overlapping with us? How often are we outranking them when we're showing at the same time as those other competitors? It can be a really great way to both understand. We'll shoot. I didn't think that was really a competitor of mine, but they're in here, so we got to treat them as such. Right. And then their opportunity to to understand like, hey, what do we need to do to maybe, get ahead of some of our competitors? Like is there little signals or trends you can find? Like it looks like, hey, they were really high in impression share for the beginning of the month, then they drop towards the end. Is that an opportunity for you to maybe rev things up towards the end of the month and capitalize on maybe budgets running out or whatever the case may be there? So it's definitely a really powerful report with a lot of, different possibilities that you can use it for. The other thing. The other thing with competitor campaigns. So when you think about the law firm industry, especially in family law, a lot of law firms aren't overly operationalized. And like, what do I mean by that? They don't know how many what percentage of the calls they're actually answering. They're not met because because they're not measuring it. Really good opportunity here or something to exploit is we've seen we've seen clients come in where they're only answering 60 or 70% of their phone calls, which means it's hard to get Ahold of them. That's actually what that means. And a competitor campaign in that instance gives you an advantage. If you are operationalizing your law firm, you are measuring answer rate, and you're starting to think strategically about what happens in the marketplace as a person, as a purchaser is going through the journey of potentially buying, because this isn't like a one call close situation, right? Typically they call in, they're going to do some sort of case evaluation to see if it's even something we can help with. They're going to schedule a consultation. They may or may not get a retainer at that consultation, and then they're going to follow up to sign and fund it. So like that takes several days. If you're not good at communicating and answering your calls during that time, you're starting that relationship off kind of on a rocky footing. And other brands that are more operationalize are going to exploit that. That's something that we've definitely done, done at Sterling. And that's why some of our competitor campaigns work pretty well because there's there's firms that don't, make time or are intentional about some of these things that are matter a lot to clients. And we may not have been on what we call the short list. So that's what we always that's what I call it, is the every every person that's going through potentially buying a service they have, like they have a short list. And if there's branding in the marketplace, typically it's going to start with who they know. If there's not branding in the marketplace, which is a lot of family law firms, it's who do they trust in the market. And you can easily break that trust because there's no previous relationship. And like in this instance that we're talking about this example, these are broken trust. Many broken trust points. And you can still be you can be present there and like get the opportunity and like get on the short list. So like that's one of the it's one of the reasons you want to be here. It's one of the reasons you want to be strategic and think about this stuff because there's opportunity. We've talked about branding campaigns. We've talked about competitor campaigns. I want to shift our focus to non brand campaigns by service, geo and intent. James, give us a little overview Yeah. So the way we'd like to look at not brand search is obviously the more segmented you can get in keyword intent, typically the better results. And better budget management that you can achieve with your campaigns. So the way we look at this is, I know we've talked in previous podcasts about, you know, basically the value of our different types of intent in our campaigns. The way we look at that is generally we'll have a service and call it a core campaign that's going to be, searches like, you know, if we call it, right, a divorce campaign, it's going to be just divorce lawyer. Things pretty basic in terms of folks looking at kind of that, you know, upper funnel type search there really basic from there we'll have a core geo campaign for divorce. So then I'll be divorce lawyer in Milwaukee, for example. Different variations based off of what you're targeting in that campaign. Then from there, if you're in different cities and things like that, then we'll have a biker, which is generally going to be then a divorce lawyer, near me or top divorce lawyer. So different. Iterations there, variations on your keywords or somebody who's really soft kind of selecting is, hey, I'm ready to buy. I'm going to make a purchase decision here. And then the Holy Grail, the one that we do get the lowest, search volume for, but still really can be impactful to, to target is and then the big foregoes and then it's putting that all together. Right. So a top divorce lawyer in Milwaukee, Wisconsin. Right. That's a big money keyword right there. People aren't typing that in every single day at the same value as just divorce lawyer or even divorce lawyer. Milwaukee. But if you can target those and put together a good, ad creative strategy and landing page strategy as well, you have an opportunity to really, really get in front of probably the most highest intent, searchers that you can find for your services. So then you would repeat that for all of the different practice areas that you do. So, child custody, child support, if you're doing criminal, personal injury, things like that. Right. You're going to have all kinds of different variations of kind of those four different intent split out for each one of the different case types that you want to focus on. James, you got to you got to help us out here at Holy Grail. Give us some more perspective. Why is it so important? Yeah. So a lot of advertisers don't even been on these types of searches. A lot of times, Google ads will hit you with the status that, you know, basically it'll say this keywords rarely shown which. Very right. It very, very well might not be, especially if you're in, smaller populated metros and things like that. But what if I could tell you, you could still target those, and you could still show up for when the rare instances that they do. Would you rather be there or not? Because the reality is, is a lot of advertisers who don't take this kind of segmented approach well, they might have spent all their budget on divorce lawyer and these people that aren't really all that ready to buy yet are still kind of going through their their research and discovery with your service, and then you're out of budget when that really, you know, holy grail type search goes, goes and gets placed. So by by splitting it out, you have the opportunity to really control budget that way and make sure that like, hey, we know we're looking at a handful of these, you know, a week, maybe a month. But when they do happen, our ads, number one, because most other advertisers are already out of budget by the time the search is coming through. Yeah I would I would say like the, the science behind this is really the longer your query generally the more intention is behind it. So where that's somewhat untrue is in if there's like a how what where when, variant in there. So like how to file for divorce. How much does divorce cost. Where do I file for divorce. All of those things. Those are to be upper funnel. But they might get really long because it might be like where do I file for divorce in Milwaukee County? That's a really long query, but it's still high up in the research funnel. Once you remove those, you know who, what, where, when, how type keywords from it. The longer the query gets, the more purchase intention is typically attached. So when you do the segmentation by intention, you can allocate budget strategically, throughout the funnel so that you're spending most of your money, or ideally your you're probably not going to spend most of your money on those, like because you, because there's not gonna be that much traffic. But when you when they're there, you're going to spend it there first, then you're going to go up and then up and then up kind of what like in the in the reverse order that James talked about before. Very interesting. So it's like, maximize your budget on terms that you know you're going to convert even if it's lower volume, because they're so, perfect. They're so on target. Yeah. I mean, it makes it a little more difficult to manage the campaign, but from like an advocate like for, for us as, the advertiser. But that doesn't mean you shouldn't do it. It's like, okay, just because it's a little harder for me every day to, to get up a little bit early and stretch before I go do CrossFit. The long term effects of that are way better because, like, I actually did what I should do versus what's easy, which is like, I'd rather just get up and go to CrossFit and then complain about the fact that I can't move because I'm stiffing an old man. So, you know, it's like, what do you want? What do you want to achieve? Do you, do you want to like in that example, do I want to achieve health or do I just want to like say I go to CrossFit and just be a poser or, or in the in this instance, do I want to be a real advertiser or I just want to be lazy and throw a max campaign on and hope things work? Because that's what we see a lot of that. I think we do a whole podcast on the negative effects pumaks and, family Oh. That's great. Okay, so, we've talked a lot about structure. As we get more into the details. Right, and we're building these campaigns out, why is, clear naming conventions so important? Is it because of the complexity of these campaigns? James? Yeah. For sure. I mean, I think the biggest thing here is right is like the the way that we're building out an account in a perfect scenario like we're talking about today here, is that you're going to have a decent amount of campaigns. And then as a result of that, at least amount of ad groups keywords. Right. So if you're not being careful in terms of your naming convention, it's going to be really difficult to tap into different opportunities that might come up from that, from those different data points. Right? So maybe, let's say that, you know, certain attorneys or whatever, are totally full for cases and we want to pull down, certain keywords or adverbs, for a period of time. Right. It's like, hey, we're still good. We love it. We just we need to tone it down a little bit for a little bit. Right. Everything's good. Well, if you're not organized here is going to be a lot more difficult. You're also probably more likely to impact, the greater campaign performance by not being segmented like this. By having the data split out this way, you can more easily manage it. You can more and more easily report on it and ultimately take action on it. So I mean, that's that's really the biggest thing here is that if you're not careful, as you get really highly segmented here is it's going to turn into a puzzle really quick. If you don't if you're not careful that way. So we approach all of these builds really carefully. You know, our team is really, really good at making sure we stay organized. We have a shared language across the whole teams that are that are playing in these accounts to make sure that we can kind of always understand what's going on and where opportunities exist. Yeah. Speaking from, speaking from experience, where like when we built out our first, first structure for, for this coming over from the kind of telco affiliate space, it a we didn't do a ton of non brand in that space. So once we started doing non brand like we had to learn it and then we quickly it quickly turned into a puzzle that we had to unwind and like get into a better structure so that we could actually manage it. Just like James was saying because it was as we learned, all of these different things around intent and length of keyword and all that stuff, it became obvious that we need to restructure so we could allocate budget more efficiently and effectively and, you know, as we grew in different metros like we do now, like one of our big, one of our big things that we constantly talk about every time we meet with Sterling because we're managing their stuff. Still is what's the capacity like in every metro so that we can throttle things up and down for them so that we're not wasting budget dollars where we can't actually execute on the cases. Yeah. Well said. It's never ending, is what I'm hearing. There's no. Set it and forget it. Well, our final item is the item we should probably do a whole podcast on, which is? Be cautious of performance, Max. Now, I again, I'm a generalist here. But I take all of our intake calls at the agency where I talk to law firms, all the time, who are looking to grow their firm. And oftentimes, I'll ask them, you know, what they're doing on the paid media side. And a majority of the time they say, well, my agency told me all about this, Max thing, and it's the best thing, you know, since sliced bread. And I chuckle because I know our perspective on, performance. Max. But James, why don't we start with an overview? What is performance? Max? Why does Google love it so much? And, what should our listeners be concerned about? Yeah, yeah, it's, one of those things, Tyler. It's like, where to begin here? But yeah, I'll, I'll start with an overview. So basically what a p max campaign is, is it is a black box that, Google has created for, essentially advertisers or businesses to, spend dollars on Google ads very easily. One of the things it does is it, it, goes beyond, specific, different, media buys like, specific display or YouTube or a search campaign like we've been talking about today. And it combines it all together into one. So essentially you, you put in different, you know, audience kind of signals and things like that that you want to potentially target on. And then Google is going to go ahead and decide, when to serve your ads, whether it's in the display network, YouTube, shopping, if you have a shopping, business, things like that. Or search or search ads and essentially you lose very little control, of, of everything that's going on in there. So, It was you lose lots of control, not very little control. Yes. Yeah. You have almost no control. Yeah. So, one of the things, that that happens a lot of times with businesses that are, that are using p max, right, is that they'll report on the oh man, we're getting like really good results from this thing. Because they're just reporting on the campaign metrics on the front there. But when you actually go dive in and a lot of times you need special scripts and things like this to actually get, more deeper, reporting insights that you want to see in there. We see things that are just absolutely ridiculous, like we're talking about all the segmentation of of different practice areas and, and being really mindful there, like, I think, Tony, you talked about for lawyers. Yeah, it's that kind of stuff you're going to find in there are a lot of times, branded search is huge. A lot of times all of the conversions we'll see reported and p max campaigns are generally branded search. Which is great, right. We think branded search is important, but if you're spending a ton of dollars here and hoping you're going to reach people, look, funnel and obviously bring in that new users, there's a much better way to, go after those folks and ultimately make sure you're controlling spend for that. So it's there's really not a ton of benefits other than the fact as is like if you're like a super, super tiny businessman, it's like, I just want to throw 50 bucks at this this month and see what happens. Sure. But if you're if you're past that level, which obviously, thankfully, a lot of the law firms we work with are, this is not something we're going to recommend unless you have everything else set up really, really well. So you have a very segmented search campaigns. You've looked at upper funnel, strategies and different platforms, you know, outside of Google products. And you have really, really great offline imports in terms of conversion goals. So, what I mean by that is you're not optimizing for things like, and some of the worst cases, like button clicks, right? Like even we want to go beyond phone calls, place and form submissions and actually optimize for, customer records, basically moving it through different stages in their CRM. So, there's, there's kind of a lot there where it's like the, the use case for most law firms. It's not going to make sense unless you're really, really advanced. And it's more of a testing opportunity for you. Now? I o go ahead. Tony, I Yeah, I was I was just going to say, like in theory. This is a really good product from Google, but it assumes you have good data. And like that's the underlying assumption. And it doesn't mean like you have data which like phone call or web link because you actually don't want to leverage a p max campaign to optimize for that, because you're going to get a whole bunch of junk like you. We we all know in a family law firm, you get tons of calls on people that are kind of kicking tires around. Can I can I lower my child support? No, you can't. Like I'm sorry, but you can't. And like I don't really want that this phone call because I just paid $20 for this thing. Like because most of the time that's the answer and it's just a waste of a phone call. But Google saw that as success. Let's send more of these to this firm and then it doesn't work. I don't think. And yeah, then people are like, well paid search doesn't work. It's like, yeah, think search doesn't work when you implement. It's silly. So, you know, in instances where you have really good data, especially on like if you're an e-commerce business, if you're, if you're shopping business and you have great data, this works really well because you're leveraging all of Google's, information to find these users online. But it's because the conversion literally happens all online. It's typically one purchase path. You're not doing multiple touchpoints over 18 months. You're doing you're you know, you're buying you're buying X widget. So maybe you visited the site 2 or 3 times. You did a couple research. It all happened within 30 days. And it's a lot more useful than. So it's, you know, like I think what James said and kind of how we implement it is like when we do it, it's testing ground to go find other opportunities. It works really well if you have really good data, but most law firms don't because they're not sending offline conversions that are pretty down, far down the sales process, like customer records from your CRM that actually received a retainer. Those would be perfect. That's like, that's great data to send back. And now p max might start working for you effectively because it's optimizing for something that's useful, not just an action that happened. So it's it's an interesting tool. It's great in theory. It's not great in either. Every practical instance. Yeah. Sounds like we were running an e-commerce podcast. We may we may have a whole We would probably have a very different opinion. definitely. To add on there from a lead generation perspective, that's where really this misalignment or the p max comes in is just if you, if you're not sending that data and that feedback, if, you know, if we got Tony and Tyler, both, people that are filling out forms on the website, Tony ends up being a paying customer. You know, 14 days later, Tyler was a tire kicker and left immediately was looking for the wrong service. If you're not sending back that feedback to Google, especially if you're using, like, a p max campaign, Google's just going to keep treating them equally, and you might end up with a lot of Tyler's in that situation and very few Tony's. So the only way you can really work against that is by having really reliable data coming back to, to really educate Google on what good looks like from a lead perspective. Lesson there. I don't think anybody wants more Tyler's than Tony. So anyway. Place. It's, It's, this is, this has been awesome. I really have enjoyed the, continuation of our deep dive into paid ads. I know we have many more episodes to go. This is a very complex subject, but I appreciate the overview. And, looking forward to next time. If you found this this episode, exciting. Insightful. As we took a deep dive into paid ad campaign structure, you will love our next episode where we dive into the campaign types on a much deeper level. We're going to explore search, display, video, remarketing, and more so that you can build a media mix that actually drives new cases. Click here to check out the next episode.
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