---
title: Google Ads Performance & AI Max Implementation
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-10-14-ad-review-call-93946135.md
tags:
- google-ads
- ai-max
- ppc
- axley-law-firm
- performance
layer: 2
client_source: Axley Law
industry_context: legal-services
transferable: false
---

# 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

- [[wiki/knowledge/google-ads/ai-max-search-campaigns]] — AI Max feature overview (to be created after team reads article)
- [[wiki/clients/current/axley/_index]] — Axley Law Firm client overview
- [[wiki/meetings/2025-10-14-ad-review-call]] — Full meeting notes including all other client accounts reviewed