AI Max is here—Google’s smarter way to run Search campaigns

Google has introduced AI Max for Search, a new feature designed to enhance the performance of Search campaigns in Google Ads. It builds on Google’s existing automation tools to offer advertisers better efficiency, adaptability, and insight. Here’s a clear look at what’s changing and why it matters.

A smarter approach to Search

With AI Max, Google is moving beyond simple keyword matching. Its AI now predicts user intent—even for complex or unexpected queries—and can surface relevant ads in new contexts that didn’t previously exist.

Key features

  • Expanded keyword matching
    Google’s AI can now go beyond your set keywords to capture high-performing search queries you might otherwise miss, using broader matching and keywordless technology. It learns from your keywords, ad assets, and landing page URLs to match your ads with more relevant searches—even without relying on traditional keyword inputs.

 

  • Dynamic ad creative & URL optimisation
    Headlines and descriptions are adapted in real time to match user intent. Combined with final URL expansion, users are directed to the most relevant landing page for each search—improving ad relevance and user experience.

 

  • Better controls & insights
    Reporting in automated campaigns hasn’t always offered the clarity advertisers needed. AI Max is a step in the right direction, giving you more visibility into what’s actually driving results—like which assets are working and which search terms are triggering your ads—making it easier to optimise with confidence.

Not entirely new, but a smarter package

AI Max isn’t a new campaign type. It’s an optional setting within existing Search campaigns that brings together several tools—like keyword expansion, asset automation, and intent modelling—into a single, easy-to-use feature. This integration hasn’t been this clear before—and now it’s easy to switch on with just one click

It also offers more control compared to Performance Max campaigns. Advertisers can switch AI Max on or off, depending on their strategy, making it more flexible.

Are we heading towards a keyword-less future?

This update hints at a larger shift in search advertising. While keywords still have a role—especially in campaign structure and brand relevance—Google is clearly leaning into intent-based targeting. AI is increasingly managing the detail, interpreting behaviours and search patterns that go far beyond simple matches.

Advertisers will need to adapt—spending less time managing keywords, and more time focusing on strategy and inputs like creative assets, goals, and signals to guide the AI.

The  benefits

  • More conversions: Early adopters saw a 14% increase in conversions, and up to 27% in conversion value when using phrase or exact match.
  • Better efficiency: Brands like L’Oréal reported 2x higher conversion rates with a 31% lower cost-per-conversion.
  • Wider reach: AI Max helps unlock valuable traffic from search queries you might not have anticipated.
  • Greater visibility & control: You get clearer reporting and more flexibility, with the ability to toggle the feature within your existing campaigns.

AI Max is part of a growing trend in digital marketing: smarter automation backed by better data. As we move closer to a world where intent matters more than keywords, advertisers will shift from managing search terms to shaping strategy.

Google will begin rolling out AI Max for Search globally in beta later this month.

Thinking about adopting AI Max? Get in touch—we’d be happy to help you understand how it could support your campaign goals.