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

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

Introduction: What is AI Max? 

Google continually develops its advertising platform, increasingly relying on artificial intelligence. With AI Max for search campaigns, a new campaign feature is introduced specifically designed 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 enhance the efficiency of search campaigns.

How AI Max Works 

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

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

1. Keywordless Technology: Search Ads Without Classic Keywords 

A central element is the so-called “keywordless matching.” Instead of relying on exact or phrase match keywords, Google analyzes landing pages, existing assets, and user behavior with AI to serve appropriate search queries. This is reminiscent of Dynamic Search Ads functionality, but in an even more automated framework. 

2. Text Automation with AI 

The automatically created assets are another building block in AI Max. Google dynamically creates ad texts based on the website, previous ads, and other available data.  

3. Final URL Expansion 

With final URL expansion, Google may direct users to a different target page than originally set if the AI assumes a better conversion probability exists there. This feature is also based on known DSA campaign mechanics.

Benefits of AI Max in Google Ads

The introduction of AI Max offers several 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 only triggered by classic keywords but can also cover additional relevant search queries. 

• Transparency: New reporting features show how AI makes decisions and what adjustments were made automatically.

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

Challenges and Limitations 

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

• Dependence on Data Quality: The AI can only work effectively if high-quality assets and precise conversion goals are provided. 

• Continuous Monitoring Required: Even automated campaigns must be regularly reviewed and adjusted to be successful over the long term.

First Practical Insights: 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 that Google itself presents. Both L’Oréal Chile and the Australian provider MyConnect used AI Max and were able to make their search campaigns significantly more efficient. 

L’Oréal Chile: Higher Conversion Rates at Lower Costs 

The cosmetics giant used AI Max specifically to identify new keyword potentials and increase the relevance of its ads. With success: the conversion rate doubled while the cost-per-conversion decreased by a whopping 31%. 

An example shows the potential: The campaigns suddenly targeted search queries like 
“what is the best cream for facial dark spots” 
– terms that would likely never have been covered with classic keyword strategies. AI Max thus helped to specifically address 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. Nonetheless, activating AI Max brought clear improvements: 

• 16% more leads 

• 13% lower costs per conversion 

• 30% more conversions from novel search terms 

Particularly intriguing: the strong increase in so-called “net-new queries” – search queries previously not covered by the existing keywords or assets. Here lies the real added value of AI Max: it recognizes opportunities that were not visible before.

Best Practices for Using AI Max 

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

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

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

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

4. Review Brand Keywords – It may be wise to exclude brand terms to reach new target groups instead of just serving existing search queries.

Conclusion: Opportunities and Limits of AI Max 

AI Max for Search Campaigns is a step towards greater automation in Google Ads. Companies can benefit from this technology if they strategically prepare their campaigns, set clear goals, and regularly monitor the results. 

The AI does not replace a well-founded 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 discover how AI Max or other innovative approaches to Google Ads with AI can help your company, we are here for 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 that have enough budget to provide the AI with enough data for learning. For smaller budgets or very specific niche markets, a classic Google Ads campaign or a targeted SEO strategy may be more sensible. 

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

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