According to Google, advertisers that enable AI Max can expect to see stronger results through advanced query matching, dynamic creative generation, and enhanced campaign controls. All designed to help businesses reach more relevant audiences and drive better performance through paid search.
Early testing of AI Max has already taken place and Google have shared the following stats: Advertisers have seen an average 14% increase in conversions or conversion value at a similar cost per acquisition (CPA) or return on ad spend (ROAS). For campaigns that primarily use exact or phrase match keywords, users can expect around a 27% increase in conversions.
Major brands such as L’Oreal and MyConnect are already reporting significant improvements in campaign efficiency and reach following the closed beta testing. As search behaviour becomes more complex and user queries more conversational, AI Max is positioned to help advertisers capitalise on new opportunities in the evolving paid search landscape.
Let’s take a closer look at what AI Max brings to the table and why it matters for your search marketing strategy.
What is AI Max for Google search campaigns?
AI Max is not a new campaign type, but rather an optional, one-click upgrade within your existing Search campaign settings. Once activated, it layers in advanced AI features to expand your reach, improve ad relevance, and provide deeper insights.
All while maintaining the structure and control that you’re used to.
Key features of AI Max
- Expanded query matching: AI Max uses broad match and keywordless technology to surface your ads for high-performing queries beyond your existing keyword list. This helps you capture valuable traffic from long-tail and conversational searches that traditional keyword targeting might miss.
- Dynamic text customisation: Formerly known as “automatically created assets,” AI Max can generate and optimise ad headlines and descriptions in real time, drawing from your landing pages, current ads, and keywords. This ensures your messaging is always relevant to the user’s intent.
- Final URL expansion: AI Max can automatically direct users to the most relevant landing page on your site based on their search query, improving user experience and potentially boosting conversions. You can exclude specific URLs if needed.
- Enhanced controls: Advertisers retain control with new options for brand inclusions/exclusions, ad group-level geo-targeting, and the ability to remove or block generated assets that don’t fit your brand guidelines.
- Improved reporting: Gain greater transparency with enhanced search term reports, asset performance metrics, and insights into which queries and creative assets are driving results.
How does AI Max compare to existing campaign types?
Unlike Performance Max, which fully automates targeting and creative, AI Max works as an enhancement to your existing Search campaigns.
Your keyword match types, bids, budgets, and structure remain intact, and exact match keywords still take priority when matched to a query. AI Max builds from your existing keywords, rather than replacing them entirely as Dynamic Search Ads do.
Should I be using AI Max for my Google Ads campaign?
While AI Max brings significant advantages to many advertisers, it isn’t the perfect fit for every business or industry. Like with all things marketing, there are specific scenarios where a more cautious approach would be advised.
- Brands with strict creative or compliance requirements: If your advertising must adhere to tight creative guidelines or industry regulations (such as in finance, pharmaceuticals, or luxury goods), the automated generation of ad copy and assets can pose risks for compliance and brand consistency.
- Advertisers using asset pinning: AI Max’s final URL expansion currently does not support asset pinning. If your campaigns depend on locking specific headlines or descriptions in place, this limitation could disturb your messaging strategy.
- Businesses with frequently changing websites: For companies that update their website often, automated creative and landing page selection may lead to mismatches or outdated content being promoted, potentially harming user experience.
- Industries demanding high lead quality or content control: Sectors like legal or healthcare where lead quality and strict content compliance are critical should thoroughly test AI Max before wide adoption.
- Accounts with tight budgets: Since machine learning systems need time to optimise, initial performance with AI Max may fluctuate. If your campaigns cannot tolerate short-term inefficiencies, this may not be the best fit during the learning phase.
Is AI Max the future of Google Ads Search?
AI Max marks a significant step forward in Google’s ongoing evolution of Search campaigns. With its ability to expand keyword reach, generate dynamic creative, and deliver deeper reporting, AI Max is designed to help businesses capture new opportunities as search behaviour becomes more complex and intent driven.
While the claimed benefits to conversion rates and improved campaign efficiency are clear, AI Max isn’t a one-size-fits-all solution. The key is thoughtful testing, ongoing monitoring, and a will to adapt as Google’s AI tools continue to evolve.
At Bigger Picture, we specialise in helping clients navigate the world of digital advertising. Our team stays ahead of the latest updates to ensure your campaigns are optimised. Whether you’re looking to embrace AI Max or want expert guidance on the best approach for your business, we’re here to help make PPC work for you.
Contact the team at Bigger Picture today and explore how PPC can drive your business.