Legal advertising just hit a new milestone, and it’s hard to miss—literally. ADSQUIRE, a digital marketing firm specializing in law firm advertising, has shattered the world record for the most law firms featured on a single billboard.
The seven-story, 10,000-square-foot digital billboard in Times Square displayed logos from more than 1,000 law firms across the country. The campaign not only set a record but also highlighted a major shift in legal marketing strategies.
“We are incredibly proud to break this world record and create a platform where law firms can come together to amplify their presence,” said Anthony Higman, CEO of ADSQUIRE.
Why Law Firms Are Looking Beyond Google Ads
For years, law firms have relied on digital advertising, especially pay-per-click (PPC) campaigns and Google’s Local Services Ads (LSAs), to generate leads. But as major platforms push artificial intelligence deeper into their systems, costs are climbing, and ad targeting isn’t as sharp as it used to be.
That’s forcing firms to rethink their strategies. According to Higman, legal advertisers are pulling more of their budgets away from digital ads and investing in branding efforts—billboards, TV spots, and other high-visibility placements.
A recent report from Philadelphia Magazine, titled Billboard Wars, found that spending on legal billboard ads has jumped 62% since 2019. This surge comes as more firms consolidate, making brand recognition even more critical.
“Lawyers pay attention to shifts in the market,” Higman explained. “If one lead source dries up or changes, they adjust fast. We’ve been watching this happen and working on creative solutions that work for firms of all sizes.”
Why Branding Is Taking Over Legal Marketing
Legal marketing is shifting from short-term lead generation to long-term brand awareness. This means law firms are looking beyond direct-response ads and embracing more visible, high-impact placements.
That’s why ADSQUIRE’s record-breaking billboard isn’t just a flashy achievement—it’s a signal of where legal advertising is headed.
Billboards, YouTube ads, and streaming TV placements are becoming more attractive options for firms looking to stay top of mind. ADSQUIRE has expanded its reach through a partnership with Vistar, a global provider of digital out-of-home (DOOH) advertising. This allows law firms to appear on digital screens worldwide, from shopping malls to high-traffic transit hubs.
“We still dominate PPC and LSA for lawyers, but if you’re not increasing your online ad budget, you’re likely losing cases to competitors,” said Higman. “At the same time, branding is becoming just as important as lead generation. Firms need a balance of both to stay ahead.”
What This Means for Law Firms
The record-setting campaign has already caught the attention of industry leaders. Many see it as a bold statement on where legal marketing is headed.
Law firms that once funneled all their ad spend into search engines are now thinking bigger. This means more brand-building efforts, more high-visibility placements, and a more diverse approach to reaching potential clients.
ADSQUIRE’s billboard may be the largest of its kind, but it’s just one piece of a larger trend reshaping legal advertising.
For law firms looking to stay competitive, the takeaway is clear—standing out takes more than just a Google ad.