How does Performance Max work for lawyers? OMmatic explains how law firms can achieve greater visibility across all channels through automated Google Ads campaigns.
Since 2022, Google has been gradually replacing all Smart Shopping campaigns with a new format: Performance Max. But what are the benefits of this fully automated campaign format for law firms? And how much control do you actually relinquish?
At OMmatic, we have been exclusively supporting law firms – from sole practitioners to large commercial firms – in all aspects of their digital visibility for years. In this article, we show what Performance Max means for everyday legal practice.
What is Performance Max – in plain English?
Performance Max, often called "PMax" for short, is Google's answer to complex advertising strategies. Instead of managing separate ads in Google Search, the Display Network, on YouTube, or in Gmail, everything is controlled through a single campaign.
Google's algorithm analyzes target audience behavior, browsing behavior, and conversions. Your ads appear where potential clients with a high level of interest are active. even if they are not specifically searching for "inheritance lawyer in Frankfurt".
This means they not only appeal to those seeking help, but also to those seeking advice – a huge advantage in areas such as family law, criminal law or employment law.
Why is this relevant for law firms?
Traditional search campaigns remain important for law firms – but they're often not enough. More and more people expect visibility across all channels: YouTube videos, Google Maps, and discovery feeds. Performance Max delivers exactly that – without any extra effort on your part.
For lawyers, this means:
- Automated client acquisition across multiple channels
- Target group-based targeting instead of pure keyword logic
- Increased visibility with a limited advertising budget
- Less operational campaign maintenance through automation
Especially for specialist lawyers who want to establish a regional profile, PMax offers the opportunity to be present on Google Maps, YouTube and in classic search simultaneously – with just one campaign.
Make your law firm visible to clients – across all Google channels.
OMmatic sets up Performance Max campaigns specifically for lawyers – including target group signals, regional optimization and legally compliant text design.
How does the setup work?
The process takes place in just a few steps, and we at OMmatic will guide you through the entire process:
- Define the goal: e.g. initial consultations, appointment requests, downloads
- Set a budget: Available from €20 per day, scalable
- Ad assets are delivered: Images, law firm logo, texts, and possibly videos.
- Identify target group signals: e.g. regional search intentions or areas of interest
- Start and observe Google automatically optimizes further
Note for lawyers: You retain access to all data, however, Google currently does not allow manual control of individual channels (e.g., "YouTube only").
What's the catch – especially for law firms?
However efficient Performance Max may be: Transparency and controllability are limited. For many lawyers who are used to clarity and control, this takes some getting used to.
Specific limitations:
- No manual selection of individual platforms
- No detailed placement reports.
- A/B testing is only possible to a limited extent.
Nevertheless, experience shows that those who bring good texts, strong images and a clear positioning can succeed with Performance Max. Achieve significantly greater visibility and better mandate inquiries. – especially in local competition.
For which law firms is Performance Max worthwhile?
Our experience shows that law firms particularly benefit in the following areas:
- Employment law: Many inquiries via mobile devices, regionally focused
- Family Law & Inheritance Law: High Google search rate, emotionally engaging entry topics
- Criminal law: Often searched spontaneously, high visibility is crucial
- Traffic law & fines: Short response times – ads relevant across multiple channels
- Commercial Law & Compliance: Performance Max allows for targeted positioning, even in the B2B sector.
Even small law firms with only one location can become more locally dominant through PMax than larger competitors without automated campaigns.
Conclusion: Performance Max is not a hype – but an opportunity
For law firms that digitally and sustainably visible For those who want to be, Performance Max is a logical next step. Not as a replacement for existing SEO or classic search campaigns – but as complementary force that focuses on behavior rather than keywords.
The best results are achieved by law firms that are willing to work with clear goals, clean creatives, and professional support. That's exactly what OMmatic offers – for law firms of all sizes.
Schedule a free, no-obligation strategy consultation now
Do you want to use Performance Max strategically in your law firm?
We handle setup, text creation, monitoring, and ongoing optimization.