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The De Facto Personal Injury Podcast

The De Facto Personal Injury Podcast

By: John Schroeder and Kyle Sheldon
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Growing a personal injury law firm requires more than just legal expertise—it demands a clear strategy, strong leadership, and the right systems to ensure long-term success. The De Facto Personal Injury Law Firm Podcast is the ultimate resource for personal injury lawyers who want to dominate their market and build a thriving firm. In an industry where demand can’t be created—only captured. This podcast dives deep into the strategies that set top-earning law firms apart. We focus on the essential pillars of a successful practice: business, marketing, and accountability. Join us as we explore the marketing tactics, business strategies, and success stories of industry experts, high-performing attorneys, and digital marketing pros to reveal the latest trends and proven methods that work right now. If you're ready to grow, get smarter, and elevate your firm to the next level, you’re in the right place.

Copyright 2025 | All Rights Reserved | Kyle Sheldon & John Schroeder Economics Marketing Marketing & Sales
Episodes
  • Anthony Higman: The Hidden Realities of Google Ads for Lawyers

    Anthony Higman: The Hidden Realities of Google Ads for Lawyers
    Sep 2 2025
    Anthony Higman is the CEO of ADSQUIRE and one of the world’s leading experts in PPC and Local Service Ads. With years of experience driving results for a top plaintiff law firm and multiple digital agencies, he has mastered the art of building high-performance legal marketing campaigns. Anthony’s journey began with an early fascination for iconic brands like Coca-Cola, which grew into a passion for advertising and storytelling. After graduating from West Chester University of Pennsylvania, he quickly rose to lead paid advertising strategy at a major law firm, expanding into new markets with bold creative and precise targeting. Today at ADSQUIRE, Anthony delivers hands-on, expert-level paid media management that maximizes ROI for every budget.In this episode, John, Kyle, and Anthony discuss:The challenges Google’s automation and AI pose for personal injury lawyersWhy keyword targeting still matters and where Google is moving away from itThe impact of hyper-personalization and fingerprinting on ad visibilityHow transparency, attribution, and management fees affect law firms working with agenciesPractical advice for PI firms choosing the right paid ads partnerKey Takeaways:Google’s automation and AI initiatives work well for e-commerce, but they often overlook industries like legal advertising. Personal injury lawyers face unique challenges that don’t fit neatly into Google’s automated systems.Even with its flaws, Google Ads continues to dominate search and remains the single most reliable way for law firms to drive cases and client leads. No other platform matches its scale and impact.Hyper-personalization has changed the game, creating scenarios where every user sees something different. This makes it increasingly difficult for law firms and agencies to measure performance with confidence.Many SEO agencies charge significant fees yet deliver little transparency on actual results. By contrast, PPC campaigns often provide a clearer ROI and faster client acquisition when managed by true experts.To avoid costly mistakes, law firms should partner with agencies that demonstrate passion, transparency, and flexibility. Steering clear of long-term lock-in contracts ensures firms can adapt quickly if strategies stop working.“The best ones out there, the best ones at marketing period, are stupidly passionate about this thing.” - Anthony HigmanConnect with Anthony Higman: Website: https://adsquire.com/ LinkedIn: https://www.linkedin.com/in/anthony-higman-a3656a46/ Connect with John and Kyle:Website: https://defactodigitalconsulting.com/LinkedIn: https://www.linkedin.com/in/john-schroeder-b87b3821a/Facebook: https://www.facebook.com/DeFactoDigitalInstagram: https://www.instagram.com/defactodigitalconsulting/Emails: john@defactodigitalconsulting.com , kyle@defactodigitalconsulting.com Show notes by Podcastologist: Angelo Paul Tagama Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.
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    31 mins
  • Welcome to The De Facto Personal Injury Podcast

    Welcome to The De Facto Personal Injury Podcast
    Aug 20 2025
    Welcome to the De Facto Personal Injury Podcast and Accountability for All, the go-to show for personal injury lawyers looking to dominate their market. We break down the strategies that separate top-earning law firms from the rest. This show is all about business, marketing, and accountability—the key pillars of a thriving practice. Join us as we sit down with industry experts, high-performing attorneys, and digital marketing pros to uncover what's working right now. If you're ready to grow, get smarter, and take your firm to the next level, you’re in the right place.In this episode, John and Kyle discuss:Why they launched De Facto Digital Consulting and the meaning behind the nameThe importance of impartiality in evaluating law firm marketing and operationsChallenges personal injury firms face with limited demand and the need for optimized operationsHow law firms can navigate “tech stack fatigue” and choose the right vendorsTheir vision for the podcast, future guests, and the value it brings to both lawyers and marketersKey Takeaways:Impartiality is at the heart of De Facto Digital Consulting. By refusing to sell ads or SEO services, John and Kyle ensure their evaluations remain completely unbiased and free from hidden agendas.Unlike other industries, personal injury law cannot create demand—there’s only a finite number of cases. This makes it vital for firms to sharpen their marketing strategies and streamline operations to capture every possible opportunity.Generating leads is only half the battle. Many firms lose potential clients due to weak intake processes or poor CRM tracking, proving that conversion systems are just as important as top-of-funnel strategies.With so many agencies, vendors, and technologies competing for attention, “tech stack fatigue” is a real issue. Law firms must carefully evaluate solutions to avoid overwhelm and to ensure that each tool truly supports their business goals.This podcast is designed to deliver practical and actionable insights that lawyers, marketers, and vendors can apply right away. At its core, the mission is about creating collaboration, transparency, and shared learning across the personal injury industry.“We just want to analyze, diagnose, and strategize without any law firms feeling that we're going to sell them something on the back end, so it's completely impartial.” - John Schroeder Connect with John and Kyle:Website: https://defactodigitalconsulting.com/LinkedIn: https://www.linkedin.com/in/john-schroeder-b87b3821a/Facebook: https://www.facebook.com/DeFactoDigitalInstagram: https://www.instagram.com/defactodigitalconsulting/Emails: john@defactodigitalconsulting.com , kyle@defactodigitalconsulting.com Show notes by Podcastologist: Angelo Paul Tagama Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.
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    16 mins
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