Table of Contents
Introduction
Google AI Max for Search campaigns is a new suite of AI-powered features designed to enhance the performance of Google Ads Search campaigns.
It uses machine learning to automate important parts of campaign management, such as targeting, creative customization, and landing page selection. At the same time, advertisers still have full control over their campaign settings.
AI Max is not a new campaign type, but rather a set of enhancements integrated into existing Search campaigns. In this blog, we will explore how AI Max empowers advertisers to capture new opportunities, deliver more relevant ads, and drive growth with smarter automation.
Key Statistics
- AI Max can expand beyond the initially targeted landing pages based on user intent
- Testing shows significantly higher CTR on AI Max terms compared to other search terms
- Google continues to dominate the search market, holding nearly 90% market share
- Advertisers activating AI Max typically see 14% more conversions or conversion value at similar CPA/ROAS, according to internal Google data
- For campaigns mostly using exact and phrase keywords, the uplift can reach 27%
What is AI Max?
AI Max for Search campaigns in Google Ads is a new set of AI-powered features designed to improve the performance of your existing search campaigns.
It leverages Google AI to automate certain tasks like search term matching, asset (headline and description) optimization, and landing page selection, while also providing more transparency and control.Â
How it Works?
AI Max is not a new campaign type but rather a set of features integrated into your existing search campaigns. You can activate it by toggling the “Optimize your campaign with AIAX” option within your campaign settings.Â
Once enabled, AI Max will automatically begin optimizing your campaign based on your existing settings and performance data.
- Control and Transparency: While AI Max automates certain processes, it also provides new controls and reporting to help you understand and manage the impact of these automations
- Industries with Compliance Needs: In industries with strict regulations (like finance or pharmaceuticals), it’s important to carefully consider the level of automation and potential for AI-generated content.
- Testing is Key: It’s recommended to test AI Max in a separate campaign before fully integrating it into your existing workflows, especially when dealing with compliance-related aspects
- Continuous Optimization is Essential: While AI Max is designed to simplify campaign management, it still requires ongoing monitoring and optimization to ensure optimal performance
In essence, AI Max for Search campaigns aims to provide advertisers with a blend of automation and control, helping them reach more relevant users and improve campaign performance through AI-powered optimization.Â
Key Features and Benefits
- Expanded Search Term Matching: AI Max intelligently expands your keyword targeting beyond exact and phrase match, using broad match and “keyword-less” technology to capture relevant queries you might be missing
- Asset Optimization: AI Max optimizes your ad copy (headlines and descriptions) in real-time, tailoring it to specific search queries and landing pages. This includes features like automatically created assets (now called text customization) and final URL expansion
- Landing Page Selection: AI Max can automatically select the most relevant landing page for a user’s search query, maximizing the chances of conversionÂ
- Improved Targeting: It uses real-time signals (intent, behavior, location, device) to reach potential converters, and it provides ad group-level controls for location and brand targeting
- Enhanced Transparency and Control: AI Max offers improved reporting, giving you insights into the specific search terms, headlines, and landing pages that are driving performance
How to Optimize AI Max in Google Ads
To optimize AI Max in Google Ads, focus on providing high-quality ad assets, aligning your landing pages with your themes, and utilizing the reporting features to understand performance.Â
Understand AI Max and its Components
AI Max is a set of features designed to enhance Search campaigns using Google’s AI.Â
- Text Customization: Generates tailored ad copy based on user queries
- Final URL Expansion: Directs traffic to the most relevant pages on your websiteÂ
- Search Term Matching: Expands keyword matching to capture more relevant trafficÂ
- Asset Optimization: Provides more tailored creative messaging at scaleÂ
- Reporting Features: Offers insights into search term sources and asset performanceÂ
Implementation and Optimization Strategies
- Activate AI Max: Enable AI Max within your Search campaign settingsÂ
- Provide high-quality ad assets: Ensure your headlines, descriptions, and other assets are relevant, engaging, and align with your target audience
- Align landing pages: Make sure your landing pages are relevant, high-quality, and provide a good user experienceÂ
- Utilize reporting features: Analyze the “Expanded final URL assets” tab in the asset report to understand how AI Max is performing and optimize your assetsÂ
- Leverage controls: Google provides options to disable certain AI Max features, such as text customization and final URL expansion at the campaign level. You can also opt out of expanded search term matching at the ad group levelÂ
- Monitor performance: Track key metrics like conversion rate, cost per acquisition, and return on ad spendÂ
- Consider budget allocation: During the learning phase, consider allocating more budget to AI Max-enabled campaigns
Examples of Google Ads using AI Max
L'Oréal
L’Oréal, a global leader in the beauty industry, used AI Max to expand its reach and uncover new search opportunities that would have been missed with traditional keyword targeting.
- By enabling search term matching, the company was able to capture intent-driven queries that were not part of its existing keyword set
- This strategy delivered remarkable results, including a conversion rate that was twice as high and a 31% reduction in cost-per-conversion
- With AI Max, L’Oréal not only enhanced the relevance of its ads but also reached new audiences and markets at lower costs, significantly improving engagement and unlocking incremental growth
MyConnect
MyConnect, an Australia-based utility connection service, had already been using AI-powered features like target ROAS bidding and broad match in its Search campaigns.
- However, by introducing AI Max, the company was able to build on these capabilities and drive even stronger performance
- AI Max allowed MyConnect to capture net-new queries that previously went untapped, leading to a 16% increase in leads and a 13% reduction in cost-per-action
- They also reported a 30% increase in conversions, specifically from new queries, demonstrating the power of AI-driven creative and targeting enhancements
The success of this approach encouraged MyConnect to expand AI Max across more Search campaigns, as it consistently delivered high-quality leads with more relevant content tailored to each user’s intent.
Rothy’s
Rothy’s, a sustainable fashion brand recognized for its eco-friendly shoes and accessories, adopted AI Max for Search campaigns to unlock new growth opportunities
- By allowing AI to expand beyond traditional keyword strategies and intelligently match ads with high-intent queries, Rothy’s was able to capture demand that would have otherwise been missed
- This approach drove a 60% increase in conversions and a 59% rise in revenue
- With AI Max dynamically optimizing creative assets in real time, the brand ensured that its products appeared in front of the right audiences with messaging tailored to their intent
The result was not only stronger performance but also a deeper alignment between Rothy’s sustainability-focused brand promise and the interests of its growing customer base.
Discovery+
Discovery+, a global streaming platform known for documentaries, lifestyle content, and exclusive originals, also saw transformative results by integrating AI Max into its Search campaigns
- The company experienced a 17% increase in incremental subscriber growth while reducing its cost-per-acquisition by 21%
- These results were made possible by AI Max’s ability to capture new intent signals, uncover net-new queries, and automatically optimize creative assets to reflect what users were looking for in real time
- This meant that potential subscribers were met with ads that felt more relevant and compelling, leading to higher engagement and more efficient conversions
Conclusion
Google AI Max for Search campaigns represents a major step forward in how advertisers can maximize the value of their Search campaigns. By combining advanced machine learning with greater creative flexibility and smarter targeting, AI Max enables brands to uncover new opportunities, connect with customers through more relevant ad experiences, and achieve stronger performance at lower costs.
It is not a replacement for traditional Search campaigns but an enhancement that helps advertisers work smarter, not harder. For businesses aiming to stay competitive in today’s evolving digital landscape, embracing AI Max is no longer just an option — it’s a pathway to sustainable growth and success.
Deepak Wadhwani has over 20 years experience in software/wireless technologies. He has worked with Fortune 500 companies including Intuit, ESRI, Qualcomm, Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60 countries. Deepak has worked on Internet marketing projects in San Diego, Los Angeles, Orange Country, Denver, Nashville, Kansas City, New York, San Francisco and Huntsville. Deepak has been a founder of technology Startups for one of the first Cityguides, yellow pages online and web based enterprise solutions. He is an internet marketing and technology expert & co-founder for a San Diego Internet marketing company.
