In May 2025, Google Ads introduced AI Max for Search, a suite of features designed to inject AI into traditional Search campaigns.
Rather than a new campaign type like Performance Max, AI Max is a one-click upgrade within Search campaigns that enables advanced automation for targeting, creative, and landing page selection.
This guide breaks down how it works, how it differs from other options, and whether it’s right for your marketing strategy.
To get started, here’s how Google see’s this new feature working for advertisers:
What is AI Max For Search?
AI Max aims to enhance existing Paid Search campaigns by layering in Google’s newest AI features. Allowing advertisers to:
- Reach more search queries beyond their keyword list
- Dynamically generate ad copy
- Automatically select the most relevant landing page
Firstly, and most importantly, this feature retains control for advertisers: keyword match types, bids, budgets, and campaign structure remain intact.
This (in theory) would make AI Max the middle ground between manual campaigns and fully automated setups like Performance Max.
Google began rolling out AI Max globally in beta from late May 2025, with full availability expected by Q3.
What’s Included in AI Max For Search?
When AI Max is enabled, three core features are activated:
1. Expanded Search Term Matching
Using a mix of broad match and AI-driven logic, Google matches ads to semantically relevant queries not explicitly in your keyword list.
Exact matches still take precedence and this feature lets advertisers capture additional demand while still anchoring performance to known terms.
2. Text Asset Customisation
Formerly called Automatically Created Assets (part of the Auto-Applies), this uses AI to generate headlines and descriptions tailored to the query and landing page.
These assets adapt in real time but can be reviewed, monitored, and removed if needed.
3. Final URL Expansion
AI Max can override the final URL you provide if it finds a more relevant page on your site for a given query.
This reduces friction in the user journey, as is particularly useful for ecommerce or complex sites.
Key Differences from Other Google Ads Campaign Types
This feature doesn’t remove keyword targeting and compared to Dynamic Search Ads (DSA), AI Max uses your keywords as a base and builds outward, rather than replacing them entirely in favour of your URLs/page feeds.
Performance Data So Far (What We Could Find)
As with all new Google Ads features, Google rolls out testing to selected advertisers and reports back on performance around the announcement launch.
So far, Google has shared the following topline insights for brands using AI Max for Search:
- +14% conversions on average, with steady CPA*
- Up to +27% conversions for keyword-restrictive campaigns*
Then from a case study perspective, L’Oréal saw 2x higher conversion rates and a 31% lower CPA after adopting AI Max*.
*Google internal data, 2025; based on campaigns with more than 70% of conversions or conversion value from exact or phrase match keywords for non-Retail advertisers.
Benefits For Search Advertisers
More Reach Without Big Manual Keyword Builds
AI Max identifies and targets valuable queries beyond your keyword list.
Instead of building out your coverage manually over time with the use of SQRs and N-Gram scripts, the AI expands reach automatically, particularly helpful for brands with limited keyword coverage.
Creative Efficiency
Automatically generated assets allow advertisers to scale creative without the time drain of manually writing dozens of ad variants.
They also adapt dynamically to query context, potentially improving CTR and engagement.
Enhanced Reporting and Transparency
Unlike Performance Max, AI Max provides detailed reporting on:
- Which queries triggered which headlines
- Which URLs were used
- Performance by asset
This helps marketers maintain oversight and learn from AI-driven decisions.
Control and Brand Safety
AI Max includes guardrails such as:
- Brand inclusion/exclusion lists
- URL expansion controls
- Manual asset removal
This makes it more controllable than previous black-box automation, easing concerns about compliance or brand alignment.
Risks and Considerations
Less Granular Control
AI Max can serve ads on queries you didn’t explicitly choose (not that this is anything new, even when using exact match) and dynamically rewrite your copy.
In industries with compliance needs (like finance, pharma, or luxury), this may be problematic, especially since AI-generated headlines go live without pre-approval.
You can opt out of text asset customisation, but the default setting assumes full automation.
Performance Learning Curve
Machine learning takes time.
Initial performance may fluctuate while Google identifies high-performing expansions.
Expect some inefficiencies during the learning phase, not ideal for accounts with strict CPA targets or limited budget tolerance.
Campaign Confusion
Naming aside, AI Max lives within Search campaigns, not as a standalone campaign type.
Still, because the name resembles Performance Max, advertisers and clients may confuse the two and may view AI Max through the same lens as PMax.
This can lead to misunderstandings around channel coverage, budget expectations, or creative execution.
Compatibility Issues in Beta
At launch, Google Ads Editor and some APIs didn’t fully support toggling AI Max settings.
Google is resolving these limitations, but advertisers should test within the Google Ads UI and expect quirks during the beta phase.
Where AI Max Works Best
Based on Google’s data and early feedback, AI Max is ideal for:
Exact/Phrase-Heavy Campaigns
Advertisers who historically leaned on tight match types stand to benefit the most from AI Max’s query expansion driving up to 27% more conversions, according to Google.
Automation-Friendly Accounts
If you’re already using smart bidding, broad match, and responsive search ads, AI Max will feel like a natural progression with little structural overhaul required.
Ecommerce and Inventory-Rich Brands
Final URL expansion works well for sites with lots of product pages, helping match users to the right SKU or category page even when the keyword doesn’t explicitly match.
Multi-location or Local Services
AI Max supports location intent targeting (e.g., someone in Manchester searching for “plumber in Leeds”), letting you scale local campaigns without duplicating structures.
Lean Teams Needing Creative Scale
If you lack the bandwidth to manually test ad copy at scale, AI Max’s real-time variation engine can act as your always-on creative assistant.
Testing AI Max Strategically
If you plan to test AI Max, keep these best practices in mind:
- Start small: Use Experiments or run AI Max on one campaign to measure impact side-by-side.
- Set clear exclusions: Use brand and URL controls before launch.
- Monitor search terms: Add negatives early if expansion gets too loose.
- Review assets regularly: Remove underperforming or off-brand AI-generated headlines.
- Track new metrics: Use Google’s new tracking parameter to segment AI Max traffic in reporting. The new ValueTrack parameter, {synthetic_keyword} can be added to your final URL or tracking template.
The returned value will be similar to a keyword that matches the search query. Google’s example explains that if the users query is ‘find good hats for men with large heads’, then the returned value could be ‘extra large mens hats’. Although it’s not the actual search query, at least it’s some information which is always better than none.
The Communities Opinion
The industry’s reaction has been mixed:
- Many appreciate the additional reach and transparent reporting
- Others worry about loss of control and a further shift toward black-box automation
A Search Engine Land article summed it up as “automation with a side of anxiety.”
While performance gains are real, marketers are rightfully watchful of how much trust they place in Google’s AI.
outbloom’s Opinion
It’s certainly no surprise that AI Max has been bundled in as a feature, it makes sense with the likely feedback Google Ads has received following the launch of PMax and wider matching on close match variants, etc.
As with any new feature or campaign type, we’ll be dropping AI Max into testing roadmaps and where it fits, we will be activating across select accounts and reporting on performance.
The drawbacks can often overshadow the benefits with expansion features like this, but advertisers must have an open mind as it’s too easy to say “this won’t work” and stick to one path, vs testing and using data to make that decision.
Final Thoughts
AI Max for Search offers a way to expand performance within the existing Search campaign framework, rather than forcing advertisers into a new campaign type.
Its key strength lies in enhancing what already works, without dismantling your keyword strategy or account structure.
For marketers, the choice isn’t between “AI or no AI”, it’s about how much automation to allow, and where to keep human oversight.
With the right controls in place, AI Max can be a smart way to scale volume, tailor creative, and stay ahead in a changing search landscape.
As with any new tool: test thoughtfully, monitor closely, and let data guide your next move.
