It's not convenience. The kinetic term for any real scalar field has a factor of 1/2. But, when you work out the explicit form of the EM lagrangian in terms of the photon field, you find that the contraction of the tensors gives four terms; but, each of the four is identical to one of the others. This means that, in terms of the field, there's an extra factor of 2 that needs to be accounted for, turning the 1/2 into a 1/4.