Google has rolled out new guidelines for Performance Max campaigns that give advertisers tighter control over ad copy. Now, you can:
- Add up to 25 exact or phrase-match term exclusions for your ad copy.
- Apply message restrictions (basically prompts that tell Google what not to say in your ads).
- Use a total of 40 controls across exclusions and restrictions combined.
On paper, this is a welcome update. One of the biggest frustrations with PMax has been the lack of control over how Google assembles creative assets. With these new rules, advertisers can better protect brand voice and ensure ads don’t include off-brand or irrelevant phrasing.
What Does This Mean for Law Firms?
For law firms, that matters. Legal marketing comes with unique challenges—strict advertising rules, sensitive subject matter, and the need for a professional tone. Having the ability to filter out unwanted language or restrict phrasing makes PMax campaigns safer and more aligned with compliance standards.
Our Take
We see this update as a positive step, but it comes with a learning curve. More controls mean more responsibility—and if you don’t set them up strategically, you could accidentally limit performance.
Here’s how we’re adapting for our law firm clients:
- Building brand-safe lists. We’re developing exclusion lists that filter out risky or misleading terms, ensuring ads stay compliant and professional.
- Guided messaging. By using restrictions thoughtfully, we make sure Google avoids language that feels too casual, aggressive, or misleading in a legal context.
- Balancing control with flexibility. While exclusions are important, we’re careful not to over-restrict. PMax works best when it has room to optimize—our role is to guide, not strangle, the system.
At the end of the day, these new guidelines are about one thing: alignment. They give advertisers the tools to keep campaigns on-brand and compliant, while still letting Google optimize for results.
