Google’s AI Max for Search Campaigns – What you need to know

In recent years we’ve seen AI have a huge impact on online search behaviour. Google’s new AI overview has been a popular addition to search engine results. Many users have also moved away from traditional search engines and are using AI powered chat bots such as Chat GPT to find information and get answers to their questions. Many Google ad accounts have also embraced Google Ads existing AI-led campaign format which is Performance Max.

The latest AI addition to the search landscape is what Google are calling AI Max and is set to be launched in the coming months.

What is it?

AI Max is not a new campaign type. It is a new and optional one click setting that can be applied to your existing search campaigns to increase their reach and performance.

What does it do?

AI Max’s main benefit is that it allows your search campaigns to go beyond your keyword selection. It uses Google’s AI to reach new, relevant, and high-performing search queries that you’ve not targeted before.

It also ensures your ad remains relevant by automatically adapting your ad content to match the users search query. It will generate headlines, descriptions, CTAs, and will send the user to the most relevant landing page on your website.

Should I use it?

It’s certainly an exciting new feature and we would encourage testing it in your search campaigns. However, we’d suggest a phased roll out with campaign performance closely monitored and compared before and after AI Max was applied. That way you get a true understanding of its impact.

If you’d like to retain more control over your keyword targeting, your ad copy, and your landing pages. We’d suggest not applying it. Watch out though, Google often auto-enables new features such as this.

When is it available?

According to Google, AI Max will become available for all advertisers by early Q3 in 2025.

Get in touch to discuss this and other ways to optimise your paid marketing campaigns.