James "Jimmy" Morgan McGill, better known by his professional alias Saul Goodman, is a former criminal lawyer and the former principal attorney of Saul Goodman & Associates. He operated out of a cheap strip mall office and ran over-the-top late night TV ads advising potential clients they'd "Better Call Saul!" when in trouble with the law, promising "I fight for YOU, Albuquerque!" While his late-night commercial ads seemed tacky and cheap, Saul was an incredibly effective lawyer, using illegal tactics and dirty schemes to make sure his clients came out on top.