This post was inspired by a recent Reddit discussion where I responded to the question, “Should you answer when Google Ads reps call?” I shared my experience of managing and consulting for lawyers’ Google Ads accounts across the nation, in all types of markets and budgets. What surprised me was how many people still trust Google reps or take their advice at face value. If you want to see the original thread or join the conversation, just scroll to the end for a direct link and embed.
Law Firm PPC: Real-World Insights From a Google Ads Consultant
Preface: I run search ads for intent. Some broadcast, but this is not e-commerce. My work is about user intent and high-consideration services like legal help, solar, and other verticals where a client’s search means everything. Machines and algorithms can optimize some journeys, but when it comes to law firms and accident attorneys, no system predicts client needs before they actually call a few local firms. This is all from my own experience as a legal PPC consultant and Google Ads manager for law firms. If you are a lawyer or law firm thinking about your Google Ads strategy, this is for you.
My Journey Managing Google Ads from Solar to Lawyers
Let’s put aside the fact that I call myself a Google Ads dabbler, at least during what I consider the google adwords "golden years". By 2016, I worked at a solar company that spent $5-10k a month in ad spend as a marketing coordinator. At the next solar company, we spent $30k+ a month on Google Ads. The marketing director and partner there had sold his own Google Ads agency for a boatload of money years before. He taught me how to really run these campaigns and spot all the wasted spend and dark patterns that drain a budget fast. After that, I started asking myself where my time was really worth the most if I wanted to become the best at PPC. I loved what I was doing and wanted to go all in. Around that time, a friend of mine had started a legal marketing agency and needed help because the agency was growing fast.
Why Law Firms Should Be Wary of Google Ads Support and Reps
One of my first real lessons came from a Google Ads support call. I made a change to a test campaign based on their suggestion. My mentor told me straight up, do not just do what a Google Ads rep says. Their job is to maximize your ad spend. Our job is to make your budget work for real performance. Google Ads reps, the growth team, and support can help with grunt work or troubleshooting, but most of the time, you end up waiting on a form or escalation just to get anything fixed.
What Makes Legal PPC Different
When I moved into law firm PPC full time, joining a fast-growing legal marketing agency, I quickly saw that things are different. Most law firm Google Ads accounts do not spend $300,000 a month, so all the standard recommendations like Target CPA, auto-applied suggestions, and growth team pitches just do not fit. Most calls with Google Ads support for legal PPC/ ad accounts turns into me explaining why their ideas will not work for legal campaigns or why their approach is against policy, compliance, or the way real intake works for attorneys.
Why Google Support Calls Add Up for Law Firm PPC Consultants
Here is what lawyers and law firm marketing managers need to know. Google changes your account rep every three months. If you are managing 10 to 20 law firm accounts, that adds up to about 40 to 80 calls a year from new Google reps or the Google Ads growth team, every single year. That does not even count follow-ups or extra calls about strategy sessions. Nearly every call is the same as the last, with you explaining your accounts or teaching them what actually works in legal PPC.
Trust the Legal PPC Community, Not Just Google Ads Support
The Google Ads community is where you actually find help. Passionate PPC ad account managers, consultants, marketers, and agency pros are the ones sharing what works and what does not. Can you trust Google Ads support or a Google rep to really understand legal marketing? In my experience, trust your peers and the community far more than anything from a Google call center. If you are new to Google Ads for law firms, do not answer the phone when Google calls. If you have real experience managing hundreds of millions in spend, you only reach out to Google support when you truly have a problem you cannot solve. The @adsliaison is the only person at Google worth listening to, besides sending in a support ticket. Ginny is the best thing about Google Ads in 2025.
Can we keep getting better at Google Ads for lawyers and law firms? Absolutely. But it will only happen if we keep sharing, helping each other, and learning as a community first.
Reddit Community Post
Here’s the Reddit discussion that started it all. The question was simple: should you answer when Google Ads reps call? My answer is below, along with replies from other marketers, law firm consultants, and business owners. It’s clear from the conversation that this topic still divides people. If you want to see the discussion or add your own take, check out the thread here.