Google Ads has announced a global beta rollout of AI Max, a new setting for Search campaigns designed to enhance performance through advanced query matching, dynamic creatives, and improved controls. Early testing shows a 14% average increase in conversions or conversion value at similar CPA or ROAS, with up to 27% gains for campaigns using exact or phrase match keywords. The update follows closed beta testing with major advertisers who reported positive results.
What is AI Max for Search Campaigns?
You may have heard the term “Search Max” recently, its official name is AI Max for Search.
AI Max isn’t a new campaign type. Instead, it’s a one-click upgrade within your existing Search campaign settings that enhances performance using AI.
Once enabled, AI Max adds three key features:
- Search Term Matching: Uses AI to expand keyword matching and capture high-performing queries that your current keywords might miss.
- Text Customization: Formerly known as Automatically Created Assets (ACA), this tool dynamically generates new headlines and descriptions using your landing pages, ads, and keywords.
- Final URL Expansion: Directs users to the most relevant pages on your site based on their search intent.
You can opt out of text customization or final URL expansion at the campaign level, and opt out of search term matching at the ad group level. However, Google recommends enabling all three features for best results.
Importantly, AI Max is meant to enhance, not replace, keyword match types. If a search exactly matches one of your keywords, your ad will still prioritize that exact match.
Why is Google Introducing AI Max?
Search behavior is evolving rapidly. With features like AI Overviews and Google Lens becoming part of the search experience, users are submitting more complex, conversational, and even visual queries.
At the same time, advertisers have raised concerns about losing transparency and control as automation becomes more prominent.
AI Max is Google’s response to both trends.
- It allows advertisers to maintain access to familiar Search reports and controls while introducing new AI-driven tools for targeting and creative optimization.
- Google is also rolling out more detailed reporting, including search term data by asset and enhanced URL parameters for better tracking.
In short, AI Max offers the flexibility of automation with the control and visibility marketers have been asking for.
Essentially, it’s Google’s answer to increasing demand for flexible automation, but with guardrails in place for marketers.
Are There Brand Safety Controls?
Yes, Google has introduced several safeguards to address common concerns about automation pushing ads into irrelevant or risky placements.
With the AI Max for Search rollout, advertisers get access to:
- Brand Controls: Specify which brands your ads can appear alongside, or exclude certain brands entirely.
- Location of Interest Controls: Target users based on their geographic intent at the ad group level, especially useful for businesses with multiple locations.
- Creative Asset Controls: Review and remove AI-generated assets that don’t align with your brand, or opt out of automated asset generation altogether.
- Important caveat: At this time, AI-generated assets may go live before you’ve had a chance to review them.
Advertisers should plan to monitor campaigns closely and act quickly to address any brand or compliance issues.
Are Reporting Updates on the Way?
Yes, AI Max builds on existing Search reporting while introducing new layers of insight.
Here’s what’s changing:
- Search Terms Reporting: You’ll now see which headlines and URLs were served alongside specific queries.
- Asset Performance Metrics: Reports will go beyond impressions to include data on spend and conversions for each asset.
- New URL Parameter: A dedicated parameter will provide deeper visibility into search queries and performance across match types.
These enhancements will first appear in the Google Ads online interface as AI Max rolls out. Support for the API, Report Editor, and Desktop Editor is expected later in 2025.
How Does AI Max Compare to Performance Max or Dynamic Search Ads?
Marketers are understandably curious about how AI Max fits into the broader Google Ads ecosystem. Here’s how it stacks up against other campaign types:
- AI Max vs. Performance Max: Both can compete in the same Search auctions. However, if a user’s query exactly matches a keyword in your Search campaign, that Search ad will take precedence over Performance Max.
- AI Max vs. Dynamic Search Ads (DSA): DSA is still available and not being replaced. That said, AI Max overlaps in some areas, like final URL expansion and keywordless matching, offering a more advanced approach.
- AI Max vs. Optimized Targeting: While Optimized Targeting expands reach based on audience signals, AI Max focuses on expanding reach through query intent and keyword matching.
Importantly, AI Max can be A/B tested against standard Search campaigns using drafts and experiments, with more robust testing tools on the way.
Who Might AI Max Not Be Right For?
While AI Max brings powerful new capabilities, it’s not a perfect fit for every advertiser. Certain businesses should approach it with caution, especially in the early stages of adoption.
AI Max may not be ideal for:
- Brands with strict creative or compliance guidelines, especially where messaging must be tightly controlled.
- Advertisers who rely on asset pinning, as final URL expansion doesn’t currently support this feature.
- Businesses with frequently changing websites, which could lead to inaccurate or outdated auto-generated content.
- Highly regulated industries like legal, healthcare, or finance, where lead quality and content compliance are critical, careful testing is advised.
What AI Max Means for Search Marketers
AI Max marks a notable evolution in how Google Search campaigns can scale and adapt.
It delivers the reach and creative flexibility of Performance Max, but within the familiar framework of Search campaigns, preserving keyword control.
For advertisers already using broad match and automated bidding, AI Max is a natural next step.
For those who prefer exact and phrase match, it offers a way to explore automation more cautiously while keeping core controls in place.
More broadly, this rollout signals Google’s direction: automation is advancing, but advertiser oversight and strategic input remain crucial.
Marketers who adopt AI Max thoughtfully, blending automation with a clear strategy are well-positioned to stay ahead as search behavior becomes more dynamic and complex.
