Google AI Max: What UK Law Firms Need to Know Before Switching It On

The digital marketing game is shifting again. Google has announced the global rollout of a new feature called AI Max within Google Ads Search campaigns. Google AI Max is not a new campaign type but a serious upgrade that uses artificial intelligence to supercharge targeting, copywriting, and landing page selection. For legal practices relying on Google Ads to attract high-quality leads, this change is one you can’t afford to ignore.

Whether you’re managing your firm’s ads in-house or working with an agency, this update matters not just because of what it promises but also because of what it signals about the future of paid search.

What Exactly Is AI Max?

AI Max is a new setting within traditional Google Search campaigns. It adds a layer of AI-driven optimisation on top of your existing setup. Think of it as a turbo mode that enhances performance without needing to launch a new campaign type.

Once enabled, AI Max introduces three core upgrades:

1. Smarter query matching

AI Max expands how Google interprets your keywords. Instead of relying strictly on phrase or exact matches, it identifies additional high-performing search queries related to your current keywords. These are often terms you may never have thought to bid on.

2. Dynamic ad text generation

Formerly known as “Automatically Created Assets,” this feature scans your landing pages, ad copy, and keyword list to generate alternative headlines and descriptions. These are tailored in real time to match user intent.

3. Final URL flexibility

Instead of always sending users to a single destination page, AI Max directs them to the most relevant page on your website based on what they searched for. For large firms with multiple service areas, this could mean a better user experience and more qualified leads.

More importantly, you can opt out of any of these features individually, giving you a degree of control over how much automation you allow.

Why Is Google Doing This?

Search behaviour is evolving. Users aren’t just typing in “divorce solicitor Northampton” anymore. They’re asking full, conversational queries, sometimes even by voice or image through tools such as Google Lens. That complexity has made it harder for advertisers to capture intent using rigid keyword strategies. At the same time, marketers are asking for more automation but not at the expense of control or transparency.

AI Max aims to strike a balance. It blends automation with oversight, providing:

• Improved targeting without discarding your keyword strategy.
• More creative flexibility while keeping the option to edit or block assets.
• Enhanced reporting for visibility into what’s working and what’s not.

What Are the Reported Benefits?

According to the search giant’s internal testing, campaigns using Google AI Max have seen, on average, 14% more conversions or conversion value at the same cost per acquisition (CPA) or return on ad spend (ROAS). For campaigns still clinging to exact or phrase match keywords, the boost can be even higher, even up to 27% more conversions.

While every law firm is different, these numbers suggest that AI Max has the potential to improve efficiency and scale lead generation, provided it’s implemented carefully.

Are There Brand Safety Controls?

Yes, and they’re critical for law firms and legal advertisers.

Law firms operate under strict advertising regulations, and any AI-generated content or landing page variation needs to stay within compliance. Google seems to have considered this and introduced new guardrails:

• Brand controls – ensure your ads don’t show alongside certain brands or appear in unwanted contexts.
• Location of interest targeting – specify not just where the user is but also what locations they’re interested in (ideal for firms with multiple offices).
• Creative asset management – review, edit, or block AI-generated ad text if it doesn’t meet your tone or standards.

However, there’s one important caveat: AI-generated assets can go live before you review them. That means law firms must monitor campaigns closely, especially in the early days of adoption.

What’s Changing in Reporting?

AI Max also introduces new layers of transparency, something Google has long been criticised for lacking. Here’s what’s new:

• Search terms with context – you’ll be able to see not just which queries triggered your ads but which headlines and landing pages were shown alongside them.
• Asset-level metrics – performance data will now include conversion rates and spend by asset, not just impressions.
• Enhanced URL parameters – gain deeper insight into performance by keyword match type and user behaviour.

These upgrades can help legal marketers fine-tune campaigns and troubleshoot problems quickly.

How Does AI Max Compare to Other Campaign Types?

If you’re already using Performance Max or Dynamic Search Ads (DSAs), you might wonder whether AI Max replaces or competes with them. Here’s the breakdown:

Performance Max vs AI Max

They can enter the same auction, but if a search matches a keyword in your Search campaign, AI Max will take priority.

AI Max vs DSAs

They overlap in functionality — especially when it comes to landing page automation — but AI Max still relies on your keyword structure and offers more reporting clarity.

Audience targeting

AI Max’s query expansion resembles Optimised Targeting for audiences but is focused on keywords, not people. And yes, AI Max can be tested side-by-side with standard Search campaigns using Google’s drafts and experiments tools.

When AI Max Might Not Be Right for Your Firm

As promising as this update is, Google AI Max isn’t ideal for every law firm. You should proceed cautiously if:

• Your firm has strict brand or compliance requirements.
• You need to pin specific headlines or descriptions for regulatory reasons (AI Max doesn’t support pinning yet).
• Your website is frequently updated, which could lead to inaccurate or outdated dynamic content being shown.

If lead quality matters more than volume, as it does for many legal services, make sure you test AI Max in a controlled way. Start with one or two campaigns, monitor the results, and adjust settings as needed.

Leverage AI Max but Exercise Caution

AI Max represents where Google is heading: more automation, more AI, but with smarter controls built in. For UK law firms, it’s an opportunity to reach more potential clients without expanding keyword lists manually and save time on ad creation while still guiding messaging. It can also help improve conversion rates by matching user queries to the most relevant parts of your site. At the same time, however, it also demands vigilance. Make sure your compliance policies are reflected in campaign settings, monitor new assets closely, and stay on top of performance data.

At Kinetic Traffic, we can help you take full advantage of AI Max without sacrificing control or compliance. Our team specialises in Google Ads for UK law firms, combining deep legal sector insight with cutting-edge campaign management. Whether you’re looking to expand your reach, increase lead quality, or test AI Max in a risk-managed way, we’ll build a strategy that matches your goals. Get in touch today!