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Google has introduced AI Max, a new campaign type for Search ads that uses artificial intelligence to manage targeting, creative, and optimisation. It is built for advertisers who want faster scale, broader reach, and better performance without the manual setup.
AI Max marks a clear shift in direction. Instead of relying on precise keyword control and static ad copy, it uses predictive signals and dynamic content to match user intent more effectively.
If you run Search campaigns or manage client accounts, this update matters. AI Max is not a feature tweak. It is the foundation of how Google sees the future of paid search.
What Is AI Max?
AI Max is a fully AI-powered campaign type for Google Search. It moves beyond the traditional setup by removing the need for exact keyword targeting and manually written ads. Instead, it uses broad match, predictive modelling, and content from your website to decide when and how to show your ads.
Google’s goal is simple: automate more of the process while improving performance. AI Max analyses your landing pages, existing ad assets, and user signals to identify high-intent searches—even if the search terms don’t match your keywords.
It also creates new headlines and descriptions automatically, based on what it learns from your content and performance data. This means your ads adapt quickly to changing behaviour without constant manual updates.
While this may sound like a hands-off approach, AI Max still gives you control over key elements like branding, locations, and exclusions. But much of the day-to-day management is now handled by the algorithm.
Key Features — Fast Breakdown
Broad Match and Keywordless Reach
AI Max targets searches beyond your keyword list. It uses signals from your site and existing assets to match ads with high-intent queries, even when there’s no keyword match. This expands reach but reduces visibility into exactly what triggered the ad.
AI-Generated Ad Assets
Headlines and descriptions are created automatically using your landing pages, ad history, and keywords. You can review and approve them, but the goal is to keep ads fresh and aligned with user intent.
Improved Controls
AI Max introduces new levers for advertisers:
- Brand Restrictions: Specify which brands to include or exclude.
- Location Intent Targeting: Focus on people interested in specific areas, not just those physically present.
- Better Reporting: Get more insights into which assets and queries are driving conversions.
No Manual Bidding
Like Performance Max, bidding is handled automatically based on your campaign goals. Manual CPC is not supported.
Results So Far
Google reports that advertisers using AI Max have seen a 14% increase in conversions or conversion value at a similar cost per acquisition or return on ad spend. For campaigns previously focused on exact or phrase match, that uplift jumps to 27%.
These numbers come from early testing and may not hold across all industries, but the message is clear: AI Max is designed to outperform traditional Search campaigns by casting a wider net and reacting faster to intent signals.
One standout example is L’Oréal. They used AI Max to tap into searches they were missing with manual keyword targeting. The result was a 2x higher conversion rate and a 31% lower cost per conversion.
While these are controlled examples, they show the potential. Real-world results will vary, especially for businesses in competitive or niche markets. Success depends on how well your website, tracking setup, and goals align with the AI’s inputs.
What It Means for Advertisers
AI Max shifts the balance from manual control to machine-led optimisation. For advertisers, that means less time spent tweaking keywords and bids, and more time focusing on strategy, creative, and conversion performance.
The upside is scale. With broader reach and dynamic assets, campaigns can tap into demand that traditional setups miss. It’s ideal for growth-focused advertisers who want to move fast and let automation handle the heavy lifting.
The downside is reduced transparency. You won’t have the same visibility into keyword-level performance. The AI decides which queries to target and which ads to show. That can feel like giving up control, especially if you’re used to hands-on management.
It also demands trust in your inputs. If your landing pages are weak or your goals aren’t clearly defined, performance will suffer. AI Max is only as good as the data it has to work with.
This isn’t a plug-and-play fix. It’s a powerful system that rewards strong fundamentals and punishes lazy setups.
How to Test It Smartly
Start small. Don’t replace your best-performing campaigns with AI Max on day one. Instead, run it as a controlled test alongside your existing setup. Use clear conversion goals and consistent creative inputs to get a fair comparison.
- Choose the right campaigns
Select campaigns with clean conversion tracking and a solid landing page. Avoid testing it on underperforming or experimental campaigns—give it something stable to work with. - Use clear exclusions
Set brand restrictions and location rules early. This keeps the AI from showing ads in places or alongside competitors that don’t align with your goals. - Monitor the search terms report
While visibility is limited, you’ll still get some insight into what’s driving performance. Watch for irrelevant or low-quality matches and adjust inputs if needed. - Let it run long enough
AI Max needs data. Avoid switching things off too early. Give it at least two weeks to stabilise before drawing conclusions. - Track outcomes, not just traffic
Focus on cost per lead, conversion volume, and ROAS. Don’t get distracted by click volume or impressions unless they’re tied to meaningful results.
Need help running a clean, controlled test of AI Max? Learn more about our Google Ads management services.
Where This Is Going
AI Max is not a one-off feature—it’s a clear signal of where Google is taking Search advertising. The trend is moving away from manual inputs and toward automated systems that optimise based on outcomes, not settings.
Expect less control over individual levers and more reliance on AI to handle targeting, bidding, and creative decisions. This doesn’t mean advertisers become irrelevant. It just means your role shifts.
Success with AI-driven campaigns will come from stronger strategy, better creative, and clean data. Your job becomes guiding the machine, not operating every dial yourself.
For agencies, this means more focus on client goals, CRO, landing page design, and analytics. The days of spending hours managing keyword lists and bid adjustments are coming to an end.
This is the direction of the platform. The sooner you learn to work with it, the more competitive you’ll be.
Final Take
AI Max is not just another campaign type. It’s a step toward a future where Search advertising is less about micromanagement and more about feeding the right inputs into a high-performing system.
It promises better results with less effort, but only if your fundamentals are solid. Weak landing pages, poor tracking, and unclear goals will still lead to wasted spend—just faster.
This is the new reality for performance marketers. You can fight it, or you can test, learn, and adapt. Either way, AI Max is here, and it’s not going away.
If you’re serious about Search, it’s time to get serious about automation.
