Google Ads Performance & AI Max Implementation
Overview
As of the October 14, 2025 ad review call, Axley Law Firm's Google Ads campaigns are performing well overall, with strong optimization scores and reasonable cost-per-conversion metrics for legal services. The account was selected as the first to receive Google's new AI Max feature for search campaigns.
Performance Snapshot
| Metric | Value | Notes |
|---|---|---|
| Cost per conversion | $129 | Criminal Defense campaign; considered healthy for legal services |
| Optimization score | 50s–60s | Below target; recommendations pending review |
| Bid strategy | Maximize Conversions | No target CPA set at time of review |
Mark noted that $129 CPA is reasonable in context — a single consultation with a lawyer at $400/hour makes the acquisition cost well worthwhile.
AI Max Activation
AI Max was enabled on October 14, 2025 — the first account in the portfolio to receive it.
What AI Max does:
- Comprehensive suite of targeting and creative features for search campaigns
- Two core components: search term matching (keywordless/broad match expansion) and asset optimization (tailored creative per user)
- Promises ~21% increase in performance per Google's recommendation
- Adds new controls: locations of interest, final URL expansion to best-performing pages, improved search terms reporting
Rationale for enabling: Google surfaced the recommendation directly in the campaign interface. Mark approved enabling it immediately, with a note to track the change date and revisit results.
"Turn it on everywhere, and then let's go through and see if we can't use those additional capabilities." — Mark Hope
The activation was logged in the Axley tracking sheet under Strategy changes: "Turned on AI Max — October 14."
Action Items
- [ ] Gilbert — Schedule call with Sebastian to review Axley optimization recommendations; focus on low optimization scores (50s–60s) and whether a target CPA should be set
- [ ] Gilbert — Read AI Max article shared by Mark; evaluate additional controls now available (URL expansion, location targeting, etc.)
- [ ] Melissa — Send AI Max article to all account managers for review
Open Questions
- Should a target CPA be set for the Criminal Defense campaign? Current CPA is $129 with no target configured.
- Optimization scores in the 50s–60s suggest unactioned recommendations — Sebastian review call needed to triage these.
Related
- [1] — AI Max feature overview (to be created after team reads article)
- [2] — Axley Law Firm client overview
- [3] — Full meeting notes including all other client accounts reviewed