What is AI Max?
AI Max offers three core features:
- Expanded search term matching: AI Max builds on your existing keywords and uses broad match along with keywordless technology to find new, relevant search terms.
- Dynamic ad content: Headlines and descriptions are automatically adapted in real time based on the user's search intent and the content you already have.
- Final URL expansion: The AI selects the best-matching landing page based on the user's intent – with the option to exclude specific pages.
More control and better insights
Although AI Max brings increased automation, you retain full control over your campaigns:
- Optional activation: The feature can be turned on and off with a single click – and the individual components can be adjusted independently at campaign or ad group level.
- Negative keywords and exclusions: Negative keywords continue to work as normal, and you can still exclude brands and geographic areas.
- Improved reporting: You can see exactly whether traffic comes from keywords, broad match, or AI Max. You also get insight into performance on dynamic assets and landing pages.
What results can you expect?
The first tests show promising results:
Users: General
Result: +14 % more conversions or value – at the same CPA/ROAS
Users: Exact/phrase match users
Result: Up to +27 % improvement in efficiency
Case examples:
- L'Oréal: Improved conversion rate by 100 % and 31 % lower CPA.
- MyConnect: 16 % more leads and 13 % lower CPA – partly through AI-generated search terms.
When and how is it being rolled out?
AI Max was launched in May 2025 and is already undergoing a global beta rollout. The feature is expected to be fully available at the start of Q3 2025. API and Google Ads Editor support will follow later in the year.
How to get started
- Activate AI Max with one click in your Search campaign settings.
- Test it via "Drafts & Experiments" to compare performance with your existing setup.
- Monitor your Search Term Reports closely – especially AI-generated terms.
- Use negative keywords and exclusions to ensure traffic relevance.
- Continuously evaluate CPA, ROAS, and conversion rates.
Want to learn more about AI Max?
AI Max is expected to be a powerful addition to Search for those who work with performance in a targeted way, while also wanting to leverage AI to scale smarter – without losing control. The potential is particularly significant for campaigns that primarily use exact and phrase match.
Although we are not yet testing AI Max extensively on our clients' campaigns, we have received information from our sources at Google about an internal memo warning against pushing the product further due to a bug related to "signals" in the campaign type. We look forward to following the development, however, and are excited to see what opportunities this AI feature will bring once any issues have been resolved.
