AI Max for Search Campaigns - How AI is Changing Google Ads

Online marketing is constantly evolving, driven by technological innovations. A recent example is the introduction of Google's AI Max campaigns. This type of campaign is specifically designed for search campaigns and utilizes artificial intelligence to manage ads more efficiently. Below, we explain what AI Max is for search campaigns, the benefits it offers, and the requirements it poses for advertisers. The Key Points AI Max is a new campaign feature in Google Ads that uses machine learning for automated ad placements and bids. AI Max combines existing Google Ads features like Broad Match, DSA, and automatically generated assets. The focus is on maximizing conversions and conversion values. AI Max merges traditional search campaigns with AI-powered bidding strategies. Automation reduces administrative effort but requires clear goals, data, and high-quality assets. The management is done through goal definitions and continuous monitoring of campaign performance.

Introduction: What is AI Max? 

Google continuously advances its advertising platform, increasingly leveraging artificial intelligence. With AI Max for search campaigns, a new campaign feature is introduced, developed specifically for Google Search. AI Max uses machine learning to automatically control ads, adjust bids in real-time, and increase the likelihood of conversions. The goal is to reduce manual effort and increase the efficiency of search campaigns.

How AI Max Works 

Unlike traditional search campaigns, Google AI Max relies heavily on automation. Assets, including ad titles, descriptions, sitelinks, or extensions, are provided to the system. The AI independently combines these elements and dynamically creates ads that optimally fit the respective search query. 

Additionally, the system continuously analyzes user signals such as location, search history, or interaction patterns. This data is used to identify relevant target groups and optimize ads in real-time. This makes campaign management significantly more precise and faster than manual handling.

1. Keywordless Technology: Search Ads Without Traditional Keywords 

A central element is the so-called "keywordless matching". Instead of relying on exact or phrase match keywords, Google uses AI to analyze landing pages, existing assets, and user behavior to address appropriate search queries. This strongly resembles the functionality of Dynamic Search Ads, but in a more automated framework. 

2. Text Automation by AI 

The automatically generated assets are another component of AI Max. Google dynamically creates ad texts based on the website, past ads, and other available data.  

3. Final URL Expansion 

With the final URL expansion, Google is allowed to direct users to a different target page than originally set if the AI assumes a better conversion probability exists there. This feature also relies on known mechanisms from DSA campaigns.

Benefits of AI Max in Google Ads

The introduction of AI Max offers a range of benefits for advertisers:

• Time Savings through Automation: Manual adjustments of bids and ad texts are mostly eliminated.

• Higher Conversion Probability: Google itself states that AI Max can generate up to 14% more conversions on average.

• Extended Reach: Ads are no longer triggered solely by traditional keywords but can also cover other relevant search queries. 

• Transparency: New reporting features show how the AI makes decisions and what adjustments have been automated.

Despite the advantages, AI Max also carries risks. Automation can produce unexpected and sometimes uncontrollable results. For example, the AI may display ads for search terms that do not directly fit the brand core or product, leading to irrelevant traffic and reduced efficiency. Another risk is that performance strongly depends on the quality of the provided assets and data foundation. If these are faulty or insufficient, the AI can draw incorrect conclusions and steer the campaign in the wrong direction. In the worst-case scenario, this could result in marketing budget wastage without achieving the desired results. Especially for clients with limited budgets and an insufficient number of conversions, we currently do not recommend using AI Max.

Challenges and Limitations 

• Less Manual Control: Many decisions are taken over by the AI, meaning there are fewer intervention possibilities. 

• Dependence on Data Quality: Only if high-quality assets and precise conversion goals are stored can the AI work effectively. 

• Continuous Monitoring Required: Even automated campaigns need to be regularly reviewed and adjusted to be successful in the long run.

Early Insights into Practice: What Companies Achieve with AI Max 

AI Max is not just a theoretical concept but already delivers real results, as proven by two early case studies from the beta phase presented by Google itself. Both L’Oréal Chile and the Australian provider MyConnect used AI Max and were able to make their search campaigns significantly more efficient with it. 

L’Oréal Chile: Higher Conversion Rates at Lower Costs 

The cosmetics giant deliberately used AI Max to explore new keyword potentials and increase the relevance of its ads. Successfully: The conversion rate doubled, while the cost-per-conversion dropped by a whopping 31%. 

An example shows the potential: The campaigns suddenly picked up search queries like 
"what is the best cream for facial dark spots" 
- terms that would likely never have been covered with traditional keyword strategies. AI Max thus helped to specifically serve relevant long-tail intentions without manual setup. 

MyConnect: More Leads through New Search Impulses 

The Australian company MyConnect was already using Broad Match and tROAS. Yet the activation of AI Max brought a clear improvement: 

• 16% more leads 

• 13% lower cost per conversion 

• 30% more conversions from novel search terms 

Especially exciting: The strong increase in so-called "net-new queries" – search queries that were previously neither covered by the keywords nor the existing assets. Here, the actual added value of AI Max is evident: it identifies opportunities that were previously not visible.

Best Practices for Using AI Max 

For AI Max to be successfully deployed, companies should follow some principles: 

1. Provide High-Quality Assets – Diverse ad titles and descriptions make it easier for the AI to optimize. 

2. Clearly Define Conversion Goals – The more precise the goals, the better the AI can manage the campaign. 

3. Conduct Regular Analysis – Despite automation, control over metrics like ROAS, CTR, and conversion rate remains important. 

4. Review Brand Keywords – It may be advisable to exclude brand terms so the campaign reaches new target groups and does not just address existing search queries.

Conclusion: Opportunities and Limits of AI Max 

AI Max for search campaigns is a step toward greater automation in Google Ads. Companies can benefit from the technology if they strategically prepare their campaigns, define clear goals, and regularly monitor the results. 

The AI does not replace a sound marketing strategy but complements it. When used correctly, AI Max can help use budgets more efficiently, reduce administrative effort, and enhance performance. 

If you want to find out how AI Max or other innovative approaches for Google Ads with AI can help your business, we are here to assist you as experts in SEO, GEO, and SEA. Contact us today for a free consultation to revolutionize your online marketing strategy.

FAQ: Frequently Asked Questions about AI Max 

What is the difference between Performance Max and AI Max? 
Performance Max covers all Google channels, while AI Max is specifically developed for search ads. 

Is AI Max suitable for every company? 
AI Max is best suited for companies with clear conversion goals and sufficient budget to provide enough data for the AI to learn. For smaller budgets or very specific niche markets, a traditional Google Ads campaign or a targeted SEO strategy may be more suitable. 

How do I maintain control when so much is automated? 
Control is achieved through assets, conversion goals, and regular analytic reports. These provide transparency and show how the AI optimizes. 

Can I exclude keywords? 
Yes, excluding keywords is an important best practice. It helps ensure that the campaign targets not only users already searching for your brand but also reaches new potential customers.