AI Max for Search: Google’s Next Big Thing, or Just More Guesswork?
Wizard of paid media and Google Ads. Insists he’s from Derbyshire but sounds like a native of Bolton. Golfist who runs further in a weekend than you walk in a month.
Google’s latest move in paid search isn’t subtle. AI Max for Search launched on 6 May 2025, pitched as a campaign type that takes care of the hard bits: keywords, ad copy and landing page selection. The promise is more automation, less manual work, and better results.
Automation isn’t new. But this goes further. AI Max for Search doesn’t just optimise campaigns, it builds them. It writes ads, picks keywords, selects landing pages. You still set your goals and provide inputs, but the system runs the show from there.
It sounds impressive. But is it actually smarter than what we’ve seen before, or just smart campaigns in new packaging?
Let’s take a closer look at what it does, what makes it different and whether it’s worth your time.
What is AI Max for Search?
AI Max for Search is an optional layer within a standard search campaign. You can turn it on during setup to unlock a suite of AI-led tools.
You still define your campaign goal, set a budget and provide initial keywords. You can even write your own ad copy if you prefer. But once AI Max is enabled, Google begins optimising dynamically – adding keywords, editing copy, and switching final URLs based on performance signals.
It’s an evolution of Smart Campaigns, built with more creative control (for Google) and less hands-on management for you.
Key Features
1. Auto-generated ad copy
AI Max for Search generates Responsive Search Ads using your product feeds, website content and business descriptions. These are tailored to search intent and may be written by generative AI. The better your inputs, the better the output.
2. Broader keyword matching
You can still input your own keywords, but Google will layer in Broad Match and use signals from your landing pages and assets to target searches beyond your list. It builds on existing keywordless tech but learns from your manual inputs too, ultimately adding its own keywords to your list.
3. Dynamic landing page selection
AI Max for Search can decide which landing page is best suited to each query, aiming to maximise ad relevance and conversion rate. You’ll need to enable text customisation for this feature, and you can exclude pages you don’t want included.
4. Locations of interest
This allows you to target users who have shown interest in a location, even if they’re not physically there. For example, someone in London searching for “accountants in Birmingham” would be eligible if Birmingham is set as a location of interest.
5. Brand filters
You can include or exclude branded search terms using existing features, now integrated more seamlessly. These help you control when you appear for branded queries, either your own or competitors’.
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The benefits of AI Max
Time-saving automation
You don’t need to build large keyword lists or test multiple ad variations. This makes it appealing for small teams or multi-account managers.
Improved coverage
AI Max can surface long-tail, conversational and emerging queries you may not have targeted manually.
Real-time optimisation
Google’s machine learning adjusts in the moment, responding faster to patterns than any human could.
Proven results for some
According to Google, AI Max can deliver up to 27% more conversions for campaigns moving from exact and phrase match. A L’Oréal case study claims it doubled conversion rates and cut cost per lead by 31%.
The cons of using AI Max for Search
Less keyword control
AI Max for Search often targets terms beyond your keyword list. This can lead to wasted spend on irrelevant queries, especially if you’re not actively reviewing and adding negatives.
Limited transparency
Google is improving reporting on AI-generated creative, but it’s not there yet. You won’t always know what messaging appeared or which elements are driving performance.
Potential brand risks
Generated copy may miss the mark on tone or brand voice. You can review and exclude assets, but it requires more oversight.
Data dependency
The system works best with mature accounts that have conversion history. If you’re running a newer campaign with low volume, results may be inconsistent.
Less control over testing
Testing different headlines, match types or landing pages is more difficult. You’ll be relying on the system’s logic, and not always seeing how tests perform individually.
Should You Use AI Max for Search?
That depends on your setup, goals and risk appetite.
If you’re looking for a low-effort way to drive results and aren’t too concerned with full control, AI Max for Search is worth testing. It’s built for efficiency, and Google’s AI is only getting better at finding opportunities humans may overlook.
But it isn’t a one-size-fits-all solution. Advertisers with tight compliance needs, niche audiences or very specific messaging may find the lack of visibility and manual control a step too far.
AI Max for Search is not just a feature – it’s a signal. Search advertising is shifting further towards full automation, and this is the clearest indication yet. It’s not perfect, and it’s not for everyone, but it’s a direction worth watching.
Start small, measure carefully, and make sure the AI is actually working for you – not just working harder.
Need further guidance for your search or paid media projects? Find the right service for you, or talk to our team directly.
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