Samantha Larrus, the speaker, is introduced as an expert in Google Ads with extensive experience in digital marketing for the legal field. Samantha plans to discuss the differences, do's, and don'ts of PPC and LSAs, focusing on tips for optimizing ads after setup. She explains that PPC involves paying for each click on an ad, while LSAs operate on a pay-per-lead model, charging only when a user contacts the firm.

LSAs appear at the top of search results and offer options for users to contact firms via call or message. Samantha stresses the importance of dedicated landing pages for PPC ads, which should focus on conversions rather than SEO. Landing pages should prominently display contact information, calls to action, and any legal accolades to enhance credibility. She provides examples of effective landing pages tailored to specific practice areas, emphasizing strong marketing language and easy contact forms. Samantha advises promoting legal associations and awards to reinforce the firm's expertise and encourage user engagement.

Samantha highlights the importance of showcasing case results and using strong headers to attract potential clients. She recommends featuring client reviews and ensuring contact forms are accessible throughout the landing page. Mobile landing pages should mirror desktop versions, with a sticky call button for easy contact. Samantha suggests using branding campaigns to target firm-specific terms, enhancing online presence at a low cost. She warns against blindly following Google's automated recommendations, advocating for thoughtful use of AI features.

Samantha stresses the importance of maintaining verifications and reviews for LSAs to ensure optimal performance. Verified reviews, solicited through the LSA dashboard, can boost ad visibility and credibility. She recommends using the LSA mobile app for monitoring ads, since Google prefers this method over desktop. Responsiveness score, calculated from call data, affects ad performance and requires regular attention. Samantha advises disputing unqualified leads promptly to avoid unnecessary charges and maintain ad efficiency.

Samantha warns against blindly following Google's recommendations, particularly regarding broad match keywords and target CPA settings. She criticizes Google's Performance Max campaigns for limiting advertiser control over ad channels and audience data. Active monitoring of LSAs is crucial to avoid paying for unqualified leads and to maintain ad performance. Excessive disputes can negatively affect lead volume, requiring careful judgment in handling calls. She advises separating PPC and LSA accounts to prevent issues from affecting both ad types.