AI Max Is Here: Google’s Latest Upgrade for Search Ads!

Google has unveiled AI Max for Search, a new campaign setting designed to enhance performance through expanded keyword matching, adaptive creatives, and improved controls—all while maintaining transparency for advertisers.

AI Max introduces more innovative capabilities to Search campaigns by extending query reach, optimizing creative assets, and offering more robust control and reporting features. Advertisers can stay in control with brand safety guardrails, geo-intent targeting, the ability to remove specific assets, and detailed reporting insights.

Early testing shows promising results: advertisers using AI Max saw an average increase of 14% in conversions or conversion value. Those using exact or phrase match keywords experienced up to 27% gains.

Google Ads is rolling out a significant update to search campaigns with the introduction of AI Max, a new campaign setting that will launch globally in beta later this month.

Designed to boost performance, AI Max offers enhanced query matching, dynamic creative optimization, and improved control features for advertisers. Google says that brands activating AI Max can expect stronger results without sacrificing efficiency.

Early testing highlights the impact: advertisers saw an average increase of 14% in conversions or conversion value at similar CPA or ROAS levels. For those primarily using exact or phrase match keywords, performance gains climbed to around 27%.

This launch follows months of closed beta testing with major brands already seeing encouraging outcomes.
So, what exactly does AI Max bring to the table—and why should paid search marketers care? Let’s dive into the features and implications of this update.

What Is AI Max for Search Campaigns?

You might have heard the term “Search Max” recently—officially, it’s known as AI Max for Search, and it’s not a new campaign type. Instead, it’s a one-click upgrade available within existing Search campaign settings.

When enabled, AI Max introduces three key enhancements:

• AI-Powered Search Term Matching: Expands keyword reach by using AI to identify high-performing, relevant queries beyond your current keywords.
• Dynamic Text Customization: A rebranded version of Automatically Created Assets (ACA), this feature generates new headlines and descriptions using your landing pages, ad copy, and keywords.
• Final URL Expansion: This expands the final URL and directs users to the most relevant landing page based on their query intent, not just your set final URL.
• Advertisers retain flexibility: you can opt out of text customization, URL expansion at the campaign level, and search term matching at the ad group level. Still, Google recommends using all three features together for the best results.

Why Is Google Introducing AI Max?

Search behavior is evolving rapidly. With the integration of AI-driven features like AI Overviews and Google Lens into Search, users are shifting towards more complex, conversational, and even visual queries.

At the same time, advertisers have raised concerns about losing transparency and control as automation becomes more prevalent in campaign management.

AI Max is Google’s solution to address both of these challenges.

It provides advertisers with continued access to existing Search reports and controls while introducing advanced targeting and creative tools. Enhanced reporting features are also rolling out, including search terms by asset and improved URL parameters for more detailed tracking.

In short, AI Max is Google’s response to the growing demand for flexible automation, ensuring that marketers still have the necessary guardrails to maintain control and visibility.

Are There Controls for Brand Safety?

Google has introduced several controls with AI Max for Search to address a common advertiser concern: ensuring that automation doesn’t push ads to irrelevant or risky placements.

Here’s what’s included in the rollout:

Brand Controls: Select specific brands your ads can appear alongside, or exclude certain brands entirely.
• Location-Based Controls: Target users based on geo-intent at the ad group level—ideal for multi-location businesses.
• Creative Asset Controls: Remove or block AI-generated assets that don’t align with your brand guidelines.
• A word of caution: AI-generated assets will go live before advertisers can review them, so it’s essential to monitor these elements closely.

Are There Updates Coming to Reporting?

AI Max not only integrates with existing Search reporting but also introduces new insights to help advertisers track performance more effectively:

• Search Term Reporting: Now includes associated headlines and URLs for a clearer view of ad performance.
• Asset Performance Reports: Measure impressions, spending, and conversions to better evaluate asset effectiveness.
• Enhanced URL Parameters: A new parameter offers deeper visibility into search queries and performance across different match types.

These reporting updates will be available through the Google Ads online interface as AI Max rolls out. Additional support for API, Report Editor, and Desktop Editor access is expected later in 2025.

How Does AI Max Compare to Performance Max or Dynamic Search Ads?

Marketers are curious about how AI Max fits within the landscape of other Google campaign types. Here’s a breakdown of the key differences and overlaps:

• Performance Max vs. AI Max for Search: Both may compete in the same Search auctions. However, if a user’s search query exactly matches a keyword in your Search campaign, AI Max will prioritize that keyword.
• Dynamic Search Ads (DSA): AI Max is not a direct replacement for DSA, but there is some overlap, especially with features like final URL expansion and keywordless matching.
• Optimized Targeting for Audiences: While AI Max’s query expansion works on keywords, optimized targeting does something similar for audiences, helping reach users who fit specific criteria.
• A/B Testing: AI Max for Search can be tested against traditional Search setups using drafts and experiments, with more customized testing features in development.

Who is AI Max Not Ideal For?

While AI Max offers clear advantages, it may not fit every advertiser or industry. If you fall into any of these categories, proceed with caution when testing AI Max for Search:

Advertisers with strict creative guidelines or sensitive content policies: Automation may generate assets that don’t align with your specific rules or standards.

• Brands requiring pinned ad assets: This could be an issue for some campaigns since final URL expansion doesn’t support pinned assets.
• Businesses with frequently changing websites: Automated creative may struggle with accuracy or relevance.
  Industries like legal or healthcare, where content compliance and lead quality are critical, careful testing of AI Max is essential before full adoption.

What This Means for Search Marketers

AI Max represents a significant shift in how Google Search campaigns can scale. It offers Performance Max’s adaptive reach and creative flexibility without introducing a new campaign type or compromising keyword control.
AI Max could feel like a natural next step for advertisers already using broad match and automated bidding. Those still focused on exact and phrase match keywords will find AI Max a cautious opportunity to expand while retaining control.

This rollout is also a clear signal of Google’s strategy: automation is evolving, but advertiser oversight remains crucial. Marketers who thoughtfully test AI Max, balancing automation with strategy, are poised to gain a competitive edge as search behavior becomes more complex.