At Consultwebs, we’re constantly evaluating how changes in the digital advertising landscape impact our law firm clients. And right now, one of the biggest shifts in years is unfolding before our eyes: the arrival of ads in Google’s AI Overviews.
Let’s break down what this means, what you need to know, and most importantly—how it can drive more qualified cases to your firm.
Ads in AI Overviews: What’s Changing?
You’ve likely seen Google’s AI Overviews already—those automatically generated summaries that appear at the top of the search results. They provide quick, detailed answers to user queries. Now, Google is integrating paid ads directly within those AI Overviews.
Here’s the catch (and the opportunity): you don’t need a new campaign type to participate. Ads in this space come from existing, eligible Search or Performance Max campaigns.
If you’re already running those with us, your ads may already be eligible to show up here—with no extra setup required.
When Will Your Ads Show in an AI Overview?
Not every search query will trigger this feature. Here are the key requirements:
- Commercial Intent: The search must clearly signal a desire to take action, like hiring a lawyer or finding legal help.
- High-Quality Ad Inventory: Google must determine that your ad is relevant and likely to perform well.
- Content Alignment: Your ad must match the content in the AI Overview and align with the user’s question.
If those boxes are checked, Google can automatically insert your ad into the AI Overview. While advertisers can’t yet track performance specifically from this placement, the value is clear: front-row exposure in one of the most visible spots on the internet.
Why This Matters for Law Firms
Most people turn to Google in a moment of legal urgency—after a car crash, before a custody dispute, or when they’re suddenly facing criminal charges. These searches are deeply intent-driven, and AI Overviews are now part of how those questions get answered.
Here’s how this shift translates into tangible value for law firms:
✅ Instant Connection to Urgent Needs
AI Overviews address critical, question-based searches like “what to do after a car accident?” If your ad appears there, it’s being seen exactly when someone is looking for help.
✅ Unbeatable Prime Visibility
AI Overviews often appear above traditional ads and organic results. Inclusion means your firm becomes part of the answer, not just one of the options.
✅ Enhanced Trust & Authority
When your ad is displayed within authoritative AI content, you benefit from its credibility. Even better, if your site content is strong, Google might cite it directly in the AI Overview, amplifying your authority.
✅ Smarter Targeting = Better Cases
Google’s AI understands the nuance of legal intent like never before. This means the people seeing your ad through AI Overviews are more qualified—and more likely to convert into high-value cases.
Enter: AI Max
Google is also rolling out AI Max, a new feature (not a new campaign type) that boosts your chances of showing up in AI Overviews. It uses the latest AI to automatically pair your ads with high-intent searches that are most likely to generate leads.
For our clients, that means:
- Better placements without more complexity.
- Automatic optimization toward the highest-value visibility.
- More qualified leads without increasing ad spend inefficiently.
While AI Max is currently in beta (as of late May 2025), we expect it to be fully rolled out in early Q3. If it’s not available in your account yet, hang tight—it’s coming.
Final Thoughts
We’re entering a new era of search—one where answers come before results, and relevance is more powerful than ever. For law firms, this is an opportunity to not just be found, but to be trusted and be first when potential clients need help most.
Our team at Consultwebs is already optimizing campaigns with these changes in mind. If you’re not yet working with us, now’s the time to make sure your firm doesn’t fall behind in this AI-driven future.
Let’s talk about how we can use these advancements to get your firm more visibility, more trust—and most importantly—more cases.
