During the 2025 year-end review, Axley and Asymmetric agreed on a formal protocol for pausing Google Ads campaigns when a practice area reaches maximum intake capacity. The goal is to protect ROI by avoiding spend on leads the firm cannot service, while ensuring the client retains visibility and approval authority over any campaign changes.
This protocol was established in response to a specific incident where Madison Family Law capacity was constrained during a long trial — the first such occurrence in roughly a decade.
A campaign pause is appropriate when a practice area attorney or team is at maximum intake capacity — meaning they cannot take on new clients even if qualified leads arrive. This is distinct from low search volume or poor campaign performance.
Capacity risk by practice area, as assessed in the meeting:
| Practice Area | Capacity Risk | Notes |
|---|---|---|
| Madison Family Law | Primary risk | Can max out during long trials |
| Criminal Defense | Low | Rarely turns down cases |
| Personal Injury | Low | Will take cases if quality is sufficient |
| Academic Misconduct | Low | Rarely maxes out |
No campaign may be paused without prior email approval from Nicole Hadaway (nmh).
The process:
1. Sebastian identifies a practice area approaching or at capacity
2. Sebastian emails nmh with a pause recommendation and rationale
3. nmh responds with approval or an alternative direction
4. Sebastian implements the change only after written approval is received
This ensures nmh can present ROI data to firm leadership with full context, and that no spend decisions are made unilaterally.
"I do want to be made aware before you make any changes. So just shoot me an email, and then I'll respond with whatever your recommendation is." — Nicole Hadaway