Google has officially started rolling out ads inside AI Overviews — those AI-generated search result summaries gaining ground on key queries. At the same time, they’re launching AI Mode, a new interactive experience similar to ChatGPT.
Here’s the catch for legal marketers:
Currently to appear in these new AI-powered ad formats, your campaigns must use one or more of the following targeting methods:
- Broad match
- Performance Max (P-Max)
- AI Max (Google’s new campaign subtype built specifically for AI placements)
Traditional keyword targeting alone likely won’t cut it anymore.
What We’re Doing About It
In anticipation of these changes, we’ve already launched a small-budget P-Max campaign for our legal clients — the current frontrunner in terms of effectiveness for AI ad placements. We plan to scale this up once the new formats roll out more widely.
Why This Matters for Law Firms
- These AI ad formats are poised to disrupt traditional PPC and SEO visibility.
- Firms not using broad match or these new campaign types risk losing ground in AI-driven searches.
- Early adoption can position your firm ahead of competitors as Google shifts more focus to AI-powered results.
We’ll keep you updated on how these formats evolve — and how your legal marketing strategy should adapt.
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