Google Introduces AI Max for Search Campaigns

On LinkedIn, Google Ads Product Liaison Ginny Marvin officially introduced AI Max for Search Campaigns—a new campaign-level setting that enables Google's AI to do more of the heavy lifting when it comes to search ad performance.

What is AI Max?

AI Max is a one-click setting that activates Google’s latest AI-powered enhancements in Search campaigns. This feature is aimed at helping advertisers capture more demand and improve results by using smarter automation across three key capabilities:

Broad and Keyword-less Matching: Instead of just relying on your keyword list, AI Max identifies relevant queries based on your landing page, creative assets, and more—expanding reach intelligently.‍

Dynamic Creative Assets: Formerly known as “automatically created assets,” AI Max now personalizes headlines and descriptions to match the user’s intent, increasing ad relevance and CTR.‍

Final URL Expansion: Google’s AI will serve ads using the most relevant page on your site for a given query, even if it’s not the final URL you originally specified—customizing the ad copy to match.

Added Controls and Transparency

Advertisers retain control with the ability to:

Use account-level negative keywords‍

View Search Term Insights across all match types

Access asset-level reporting for dynamically created headlines and final URLs

Opt out of URL expansion for any specific landing pages

Results from Early Testing

According to Marvin’s post, advertisers who turned on AI Max saw:

+14% more conversions or conversion value at a similar CPA/ROAS‍

+27% improvement in exact and phrase match campaigns under similar cost efficiencies

When is it Available?

AI Max will begin rolling out globally in beta later this month. This marks another step in Google’s broader shift toward automation-first advertising strategies across its platforms.

Want help assessing whether AI Max is a good fit for your search strategy? Let’s talk about how this new update could affect your current Google Ads setup.