[News] Google Introduces AI Max for Search Campaigns

Key Takeaways

• AI Max for Search Campaigns is a one-click upgrade that layers AI-powered query expansion, dynamic creative generation, and smarter URL selection on top of your existing campaigns.
• It offers enhanced reach, real-time ad optimization, and new controls for targeting and brand safety.
• Early adopters are seeing significant improvements in conversions and cost efficiency.
• For best results, use all AI Max features together, and structure your content and links for both user experience and SEO.

“AI Max for Search campaigns is a Google Ads feature that uses AI to expand reach, create dynamic ads, and improve campaign performance.”

What is AI Max for Search Campaigns

AI Max for Search Campaigns is a new Google Ads feature designed to supercharge your existing Search campaigns using advanced artificial intelligence. It expands your reach, dynamically optimizes your ads, and provides granular controls-all aimed at improving ad performance and connecting you with more relevant customers.

How Does AI Max Work?

AI Max combines several AI-powered capabilities to enhance your search advertising:

• Search Term Matching: AI Max analyzes your current keywords, ads, and landing pages to discover additional relevant search queries that you might otherwise miss. It leverages both broad match and keywordless technology, while still prioritizing exact matches when relevant. This means your ads can appear for searches that have similar intent, even if they don’t exactly match your keywords.
• Text Customization: Formerly known as “Automatically Created Assets,” this feature uses generative AI to create new ad headlines and descriptions from your landing pages, existing ads, and keywords. The goal is to better match user intent and improve ad relevance in real time.
• Final URL Expansion: AI Max can direct users to the most relevant landing pages on your site based on their search intent, increasing the likelihood of conversions. This feature requires text customization to ensure that ad copy aligns with the selected landing page.

Controls and Transparency

• Opt-in/Opt-out Flexibility: You can opt out of text customization or final URL expansion at the campaign level, and search term matching at the ad group level. However, Google recommends using all features together for optimal results.
• Location-Based Targeting: Target users based on their geographical intent, not just their physical location, for more precise reach.
• Brand Inclusions/Exclusions: Specify which brands your ads should (or should not) appear alongside, ensuring brand safety and relevance.
• Enhanced Reporting: Asset performance reporting now shows key metrics like conversions and spend, and you can remove generated assets if needed.

Performance Impact

• On average, campaigns activating AI Max see 14% more conversions or conversion value at similar cost levels. Campaigns relying mostly on exact or phrase match keywords have seen even higher gains, around 27%.
• Real-world case studies: L’Oréal achieved a 2x higher conversion rate and a 31% lower cost-per-conversion by capturing new, high-intent queries. MyConnect, an Australian provider, saw a 30% increase in leads from net-new searches and a 13% reduction in CPA.

Key Features of AI Max