AI Max by Google is a new suite of AI-powered features integrated into Google Ads’ Search campaigns, designed to enhance ad performance through advanced targeting and creative optimization. Launched in May 2025, AI Max aims to help advertisers reach more relevant search queries, generate dynamic ad creatives, and maintain control over their campaigns.
What is AI Max?
AI Max is an optional setting within Google Ads’ Search campaigns that leverages Google’s artificial intelligence to improve ad targeting and creative elements. It builds upon existing technologies like Dynamic Search Ads (DSA) and Performance Max, offering a more comprehensive and integrated approach to campaign optimization.
Key Features of AI Max
1. Search Term Matching
AI Max expands upon traditional keyword targeting by using broad match and keywordless technology to identify and target relevant, high-performing search queries that may not be covered by existing keywords. This allows advertisers to reach a wider audience and capture additional conversion opportunities.
2. Asset Optimization
Under the asset optimization panel, AI Max utilizes text customization (formerly known as automatically created assets) to generate new ad creatives, such as headlines and descriptions, based on your landing pages, existing ads, and keywords. This ensures that your ads are more relevant and engaging to users.
3. Final URL Expansion
AI Max can dynamically select the most relevant landing page on your website to match the user’s search intent, improving the user experience and potentially increasing conversion rates.
4. Enhanced Controls
AI Max provides advertisers with granular controls, including:
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Brand Controls: Specify which brands your ads should or should not be associated with.
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Location of Interest Targeting: Reach customers based on their geographical intent at the ad group level.
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Opt-Out Options: Choose to opt out of specific features like text customization or final URL expansion at the campaign level, and search term matching at the ad group level.
Performance Benefits
Early adopters of AI Max have reported significant improvements in campaign performance:
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L’Oréal: Achieved a 2x higher conversion rate and a 31% lower cost-per-conversion by leveraging AI Max to find new search opportunities and enhance ad relevance.
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MyConnect: Experienced a 16% increase in leads and a 13% reduction in cost-per-action, with a notable 30% increase in conversions from new search queries.
Overall, advertisers enabling AI Max have seen an average of 14% more conversions or conversion value at a similar cost-per-acquisition (CPA) or return on ad spend (ROAS). Campaigns primarily using exact and phrase match keywords have observed even greater uplifts, around 27%.
How to Enable AI Max
AI Max is currently rolling out globally in beta and can be activated within your existing Search campaign settings. Once enabled, all three core features—search term matching, asset optimization, and final URL expansion—are turned on by default. However, you have the flexibility to opt out of specific features as needed.
Conclusion
AI Max represents a significant advancement in Google’s advertising capabilities, offering a powerful combination of AI-driven targeting and creative optimization while maintaining advertiser control. By enabling AI Max, advertisers can tap into new search opportunities, deliver more relevant ads, and achieve better campaign performance.
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