The Future of Google Search Campaigns Is Here
Google Ads just flipped the switch on something big: AI Max for Search. It’s not a new campaign type — it’s a suite of advanced AI-powered features that can now be turned on inside your existing Search campaigns.
For small business owners and PPC pros alike, this marks a serious evolution in how Google interprets search intent, writes ad copy, and matches users to landing pages — all while offering enhanced transparency and control.
What Is AI Max for Search?
AI Max is essentially a “one-click upgrade” that brings Google’s most advanced AI tools into traditional Search campaigns. Once activated, it layers on three core enhancements:
1. Search Term Matching (Query Expansion)
Google now uses AI to move beyond exact and phrase match keywords. It analyzes your current keywords, ad copy, and landing pages to predict and match your ads to high-performing, relevant queries — even ones you didn’t think to target.
Example: A user searches for “colorful midi dresses for spring.” Even if you’re only bidding on “red midi dress,” AI Max may still show your ad — intelligently connecting the dots.
This is a game-changer for capturing intent you may be missing without overhauling your keyword strategy.
2. Text Customization (Dynamic Asset Generation)
Formerly known as “automatically created assets,” this now uses Gemini AI to generate real-time headlines and descriptions tailored to each individual user’s search.
That means:
- More relevant messaging
- Clearer calls-to-action
- Better alignment between search intent and ad creative
And yes — if you don’t like what the AI creates, you can review and remove assets after they go live.
3. Final URL Expansion
Instead of always sending users to a fixed landing page, AI Max can dynamically choose the most relevant URL on your site based on the user’s query.
This leads to:
- More personalized landing page experiences
- Higher conversion potential
- Less reliance on deep manual buildouts
Why Did Google Launch AI Max Now?
Search behavior has changed dramatically:
- People are using longer, more specific, and more conversational queries
- Users expect AI-like results — fast, helpful, and predictive
Meanwhile, Google is under pressure from OpenAI, Microsoft, and others who are reimagining search. AI Max is Google’s way of staying competitive while helping advertisers stay relevant.
“(Google Ads Targeting) getting to a point where we can predict a little bit more of what that particular user might be interested in next.”
Rachel Melgaard, Director Global Search Ads at Google
What Results Are Advertisers Seeing?
Real-world testing has been promising:
- +14% more conversions (on average)
- +27% for campaigns still relying on exact/phrase match
Case Studies:
- L’Oréal: Saw a 2x higher conversion rate and 31% lower costs by surfacing net-new queries.
- MyConnect (AU): Boosted leads by 16% and lowered cost-per-lead by 13%, specifically from AI-identified query opportunities.
What About Control and Transparency?
Google learned from past criticism of “black box” automation. AI Max includes:
- Brand controls: Include or exclude brands
- Location of interest targeting: Based on user geo-intent
- Creative asset review: Remove or block unwanted AI-generated assets
- URL controls: Decide where users can or cannot be sent
⚠️ Note: As of now, AI-generated ad copy goes live before you can approve it. Monitor new assets closely.
Who Should Use AI Max?
AI Max is ideal for:
- Agencies managing multiple accounts
- Advertisers using broad match or automated bidding
- SMBs looking to scale faster without a huge time investment
It might not be ideal (yet) for:
- Legal or medical advertisers needing strict content compliance
- Brands with rigid creative/pinning requirements
- Sites with constantly changing page structures
How AI Max Fits into the Bigger Picture
This is not a replacement for keywords, DSAs, or Performance Max. Instead, AI Max:
- Layers AI onto Search campaigns
- Coexists with keyword match types (exact still takes priority)
- Can be A/B tested with Experiments
Google’s message is clear: Search is becoming more predictive, less rigid, and more AI-enhanced.
Final Thoughts: Should You Enable AI Max?
Yes — but strategically.
Start testing AI Max on:
- Campaigns with solid conversion tracking
- Accounts using broad match or where query diversity is welcome
- Campaigns that need a performance boost but aren’t overly sensitive to automated changes
If you’re unsure how it’ll impact your structure, start with a controlled experiment.
Need Help Navigating AI Max?
Whether you’re managing your own account or running campaigns for clients, understanding when and how to leverage AI Max could mean the difference between stagnation and scalable growth.
Book a strategy call with WebTheory PPC to explore how AI Max can be tested and tailored to your goals.
🗓️ Google Marketing Live is on May 21st — expect even more updates on AI Max and the future of paid search. Stay tuned.