How To Use AI Max in Google Ads

AI Max is the new 'toggle on' feature within Google ads search campaigns. 

👉 We're going to show you what it's all about, and why you might use it.

It's important to note this is not a new campaign type or keyword match type, but rather a set of optional features you can layer on top of your current search ad campaigns.

As we mentioned, this is a toggle on feature within search campaigns only. It's really designed for advertisers who want to scale using the power of AI.

This isn't a black box campaign type like Performance Max. 

💡 Quick contrast:

• Performance Max is an all-in, multi-channel automation engine, a black box across Search, Display, YouTube, and more.
• AI Max stays within Search, giving you smart automation with visibility, structure, and keyword control.

You’re still running Search campaigns. Still using keywords. Still writing ads. But now, you can layer on Google's latest AI tech to:

• Show up for relevant searches you’re not explicitly targeting (like broad match on steroids)
• Auto-adjust your ad copy to match user intent
• Send users to the most relevant landing page automatically
• All while keeping control and visibility over what’s happening (Google is giving a lot of transparency in reporting here)

What AI Max Does

• Targeting Expansion
  • Combines broad match with keywordless AI to reach high-intent queries you're not explicitly bidding on
  • Uses deeper intent signals, not just keyword variants
• Creative Adaptation
  • Dynamically customizes headlines and descriptions based on the user’s query and your landing page
  • Automatically adjusts ad copy to match search context (formerly "automatically created assets")
• Final URL Optimization
  • Sends users to the most relevant landing page (via final URL expansion)
  • Matches the destination to query intent in real-time
• Advanced Controls & Insights
  • New features like locations of interest, brand controls, and URL-level tracking parameters
  • Enhanced reporting: see search terms by headline, URL, asset performance by spend/conversion (not just impressions)

Better Control and Transparency

We believe Google launched AI Max in response to constant complaints over lack of control within Performance Max. Even though Google wanted to push towards a more hands-off automated advertising system, there has simply been far too much negative feedback on this from PPC professionals.

Here's how you get more control with Google AI Max:

• Opt in to each component (query expansion, asset generation, URL expansion)
• Maintain full oversight over keywords, assets, exclusions
• Reporting clarity: Understand what’s working and where it’s taking users

AI Max is about smarter automation, not surrendering control.

🎯 Who Is AI Max Best For?

✅ Ideal for:

• Large search advertisers wanting to scale without jumping into black-box automation
• Brands with strong websites and conversion paths
• Agencies looking to boost performance while maintaining campaign structure
• Lead gen and ecommerce accounts ready to test beyond their current keyword set

❌ Less ideal for:

• Regulated industries with tight compliance
• Advertisers without conversion tracking or poor site structure
• Campaigns that rely on strict keyword control for ROI precision

AI Max vs. Performance Max

Here's a very quick breakdown of the differences.

🧠 AI Max (Search-Only)

• Stays within Search campaigns ONLY — no Display, YouTube, or Discovery.
• Keyword-based: Works with your match types and builds on them.
• Gives you control over assets, keywords, brand settings, and location intent.
• Provides transparent reporting: See queries, headlines, URLs served.
• Ad creative adapts based on query-level intent.
• Best for Search pros who want to scale with intelligence — not mystery.

🎛 Performance Max (Full Auto)

• Runs across all Google surfaces — Search, Display, YouTube, Discover, Gmail, etc.
• No keyword targeting or reporting — it’s all audience and intent signals.
• Minimal control — creative and targeting are largely AI-decided.
• Reporting is abstracted — no direct link between query and performance.
• Creative is broad and audience-driven, not tied to individual queries.
• Best for advertisers seeking maximum reach with minimum input.

👉 Think of it like this:

• AI Max is a smart turbocharger for Search with good transparency.
• Performance Max is the autopilot for everything Google touches. But it's a total black box.

AI Max vs Broad Match

How is AI Max Different From Broad Match Alone?

Broad match has been around forever. It's how you reach search queries beyond your exact and phrase matches. But broad match is different to AI Max. Here's why:

💡 Broad Match

• Matches to synonyms, related searches, plural/singular variants
• Doesn't adapt ad copy
• Final URL is manually set (but technically can be dynamically set using Final URL parameters or tracking templates — though most advertisers don’t use that at scale)
• Can be unpredictable and wasteful without tight modifiers, smart bidding, or exclusions

⚡ AI Max

• Matches using context + intent, not just linguistic proximity - so in theory you'll show up for some very different searches to your broad match campaigns
• Ad copy is customized dynamically per query - automatically
• Final URLs can change dynamically to match user intent (via final URL expansion)
• Built-in brand and geo-controls keep guardrails on automation
• Learns from your site, ads, goals, not just keywords

TL;DR: 

• Broad match throws a wide net.
• AI Max throws a smart net — and adjusts the bait and hook in real time.

Pitfalls to Watch Out For

f your site or assets are vague, AI can push irrelevant queries — even with guardrails.

🛠 Fix: Curate your landing pages and metadata. Prune your search term reports weekly.

1. Intent Drift

Relying on AI too much means you're not testing offers or hooks.

🛠 Fix: Test your best human-written ads vs AI-generated ones. AI is only as sharp as what it learns from.

2. Brand Safety Slippage

Final URL expansion + AI copy can lead to weird pairings or off-brand messages.

🛠 Fix: Use brand exclusions. Lock down sensitive assets. Review previewed assets manually.

3. Creative Complacency

Relying on AI too much means you're not testing offers or hooks.

🛠 Fix: Test your best human-written ads vs AI-generated ones. AI is only as sharp as what it learns from.

4. Measurement Gaps

AI Max may drive more clicks or conversions — but are they valuable? Without LTV or CRM feedback, it's easy to misjudge performance.

🛠 Fix: Import offline conversions. Tag quality signals (form fill quality, call duration, etc.)

5. Lack of Structure

Advertisers may assume AI Max is “set it and forget it.” That’s how budgets die.

🛠 Fix: Structure campaigns for control first, then layer on AI Max with A/B tests using drafts & experiments.