Usually No – But Here’s Why You Might Want to Test It with the Latest Update
Google’s Performance Max (“PMax”) ads have been a controversial option for law firms and specialized service industries. While large retail companies like Nike or Adidas can benefit from casting a wide net, law firms typically need more control and precision to target their ideal clients. Until recently, Performance Max campaigns were not the best choice for law firms due to a lack of control over ad placements. However, with the introduction of negative keyword exclusions in late 2024, PMax campaigns might be worth a small test run—but don’t go all in just yet.
What Are Performance Max Campaigns?
Performance Max is Google’s fully automated ad format designed to help advertisers reach a broad audience across all of Google’s networks, including Search, Display, YouTube, and Discover. The goal is to maximize conversions using Google’s machine learning to adjust bids, placements, and ad formats in real-time.
Why Law Firms Should Be Hesitant
Law firms, unlike retail businesses, typically know exactly what kind of clients they want. If you’re marketing for hyper-specific types of cases—say personal injury or criminal defense—you don’t want your ads appearing in irrelevant spaces. Performance Max historically offered little control over where ads were shown, relying entirely on Google’s algorithms to optimize placement. This setup works for broad-market brands but can be risky for law firms needing precise targeting.
Here are some of the main reasons law firms have been hesitant to use PMax campaigns:
- Limited Control Over Placements
You can’t specify which platforms or networks your ads will appear on. This can result in wasted ad spend if your law firm’s ads show up in irrelevant places, which may not align with your practice area or client base. - Complex Attribution
Performance Max aggregates results from various platforms, making it difficult to determine which channels are driving conversions. For law firms, knowing where leads are coming from is crucial to understanding how potential clients find them. - Higher Budget Requirements
Performance Max often requires a higher budget to succeed because of its broad reach. Law firms, which typically focus on local or niche markets, may find it inefficient to allocate substantial funds to a campaign without granular control.
The Game-Changer: Negative Keywords
The introduction of negative keywords in Performance Max changes the equation slightly. Google has announced that campaign-level negative keywords will roll out by the end of 2024, finally giving advertisers the ability to exclude irrelevant search terms from triggering their ads(perfomance max knowledge). This is significant for law firms, as it allows you to prevent your ads from appearing for queries that won’t lead to quality clients, such as legal matters you don’t handle.
For example, a personal injury law firm could now exclude search terms related to criminal law or family law, ensuring their ads are seen by people who actually need personal injury services. This added control could help law firms see better results from Performance Max campaigns, but it’s still a new feature, and its effectiveness remains to be seen.
Why You Should Still Be Cautious
Even with negative keywords, Performance Max still lacks the detailed targeting and transparency that law firms generally require. Unlike traditional Google Search campaigns, where you can directly bid on specific keywords, Performance Max automates most of the process. This means law firms have to trust Google’s algorithm to make good decisions on targeting, which can be hit-or-miss.
When Might It Be Worth Testing?
If you’re curious about Performance Max, now may be a good time to test it, but keep your budget small and closely monitor the data. Here are some scenarios where it might make sense to give PMax a try:
- You’re New to Google Ads: Performance Max is incredibly easy to set up for someone without much experience. The automated system can handle most of the complexities for you, making it a great starting point if you don’t have the time or expertise to manage detailed ad campaigns.
- You Want to Expand Beyond Search: If your law firm wants to experiment with reaching people across platforms like YouTube or Display without setting up multiple campaigns, Performance Max can help you achieve this.
- You Have a Strong Baseline of Conversion Data: If your Google Ads account already has solid conversion data from other campaigns, Performance Max can leverage that information to find new clients. However, you need at least 30 conversions over a 30-day period to make the most of this system(perfomance max knowledge).
Tread Lightly, But Test It Out If You Have Budget To Play With
For most law firms, Performance Max still doesn’t provide the control needed to target high-value clients effectively. However, with the recent update allowing negative keywords, it’s worth considering a small-scale test to see how it performs for your firm. Set a light budget and carefully track the results before making any significant investments.
At FirmPilot, we understand that every law firm has unique needs. Whether you’re looking for hands-on management of your ad campaigns or need help navigating new ad formats like Performance Max, our AI-driven tools can help you make data-driven decisions that maximize your return on investment.
If you are ready to explore smarter (data-driven) advertising solutions for your Law Firm. Visit FirmPilot and get started today.