Google's AI Max for Search campaigns is changing how advertisers manage their Search ads. This feature adds AI-powered automation to your existing campaigns, expanding reach and generating ad copy automatically. But with greater automation comes the need for smarter oversight.
This guide covers what AI Max does, how to enable it, what results to expect, and how to keep your campaigns efficient when AI takes the wheel.
What Is AI Max for Search Campaigns?
AI Max for Search campaigns is a suite of AI features you can enable on any Google Ads Search campaign. It launched in 2025 and became available to all advertisers by Q3 of that year.
Unlike Performance Max, AI Max is not a separate campaign type. Think of it as an optimization layer that sits on top of your existing Search campaigns. You keep your keywords, ad groups, and structure. AI Max enhances how Google matches searches and generates ad content.
Google positions AI Max as a middle ground between standard Search campaigns and fully automated Performance Max. You get more AI assistance while retaining more control than PMax allows.
For the latest developments, see our coverage of Google Ads AI news.
The Three Features of AI Max
AI Max activates three distinct capabilities. You can enable them individually or all together.
Search Term Matching
This feature expands your keyword coverage using semantic AI. Google's system finds relevant queries beyond your explicit keyword list, matching searches based on meaning rather than exact words.
Your exact match keywords still take priority. But AI Max will show your ads for related queries it considers relevant. This can increase reach significantly, though it requires monitoring to ensure quality.
Text Customization
Formerly called "automatically created assets," this feature generates headlines and descriptions for your responsive search ads. Google pulls information from your landing pages, existing ads, and keywords to create variations.
The AI writes ad copy on your behalf, testing different combinations to find what performs best. You can review and pin specific assets if you want more control.
Final URL Expansion
This feature dynamically routes users to the most relevant landing page on your site. Instead of sending everyone to a fixed URL, Google's AI selects the best destination based on the search query.
Final URL expansion requires text customization to be enabled. It works similarly to Dynamic Search Ads, using your website content to match searches and destinations.
AI Max Performance Results
Google reports that advertisers using AI Max see 14% more conversions or conversion value at similar CPA or ROAS. For campaigns still using mostly exact and phrase match keywords, the lift can reach 27%.
Early adopter case studies show strong results. L'Oréal reported double the conversion rate and 31% lower cost per conversion. MyConnect generated 16% more leads while reducing cost per lead by 13%.
These numbers come from Google's own reporting. Real-world results vary based on your industry, campaign setup, and how well you manage the expanded targeting.
How to Enable AI Max in Google Ads
Enabling AI Max takes just a few steps:
- Open your Google Ads account and go to Campaigns
- Select the Search campaign you want to enhance
- Click Settings in the left menu
- Find the AI Max section
- Toggle on the features you want to enable
You can turn on search term matching, text customization, and final URL expansion individually. Google recommends enabling all three for maximum impact, but you can test incrementally.
Available Controls
AI Max provides more control than Performance Max. You can set:
- Brand inclusions and exclusions
- URL inclusions and exclusions for final URL expansion
- Location of interest targeting at the ad group level
Google also offers an Experiments feature for testing. You can run a 50/50 traffic split between AI Max enabled and disabled to measure the actual impact on your account.
AI Max vs Performance Max
AI Max and Performance Max serve different purposes, though both use Google's AI.
Performance Max runs across all Google inventory (Search, Display, YouTube, Gmail, Maps) with minimal advertiser control. You provide assets and goals; Google handles everything else.
AI Max enhances Search campaigns specifically. You keep your keyword targeting, ad group structure, and campaign settings. The AI assists rather than replaces your strategy.
Choose AI Max when you want to stay focused on Search with added AI capabilities. Choose Performance Max when you want full automation across all channels.
For more on automation options, see our guide to PPC automation tools.
How to Get Better Results from AI Max
AI Max expands your targeting aggressively. While this increases reach, it can also bring irrelevant traffic that wastes budget. The key to success is combining AI automation with regular cleanup.
Monitor Search Terms Weekly
Review the search terms report to see what queries AI Max is matching. Look for irrelevant searches, especially in the new queries surfaced by expanded matching.
Add Negative Keywords
When you find wasteful queries, add them as negative keywords immediately. This trains the system and prevents repeat waste.
Use a Search Term Cleaner
Tools like CATTIX include a Search Term Cleaner that automates this process. It reviews your search terms, identifies irrelevant queries, and helps you add negatives efficiently. This is essential for managing AI Max's broad targeting without spending hours in spreadsheets.
Optimize Your Ad Copy
AI Max's text customization generates ads automatically, but the output varies in quality. Review what the AI creates and use an Ad Improver tool to refine the copy. Better ads mean better Quality Scores and lower costs.
The combination of AI Max automation plus manual refinement delivers the best results. Let the AI expand your reach, then use tools to keep that reach focused.
Learn more about AI agents for Google Ads and how they can assist your workflow.
Frequently Asked Questions
What is AI Max for Search campaigns?
AI Max is a suite of AI-powered features for Google Ads Search campaigns. It includes search term matching expansion, automated text customization, and dynamic final URL selection. You enable it on existing campaigns rather than creating a new campaign type.
How do I turn on AI Max?
Go to your Search campaign settings in Google Ads, find the AI Max section, and toggle on the features you want. You can enable all three features or select individually.
Is AI Max the same as Performance Max?
No. AI Max enhances Search campaigns while you retain keywords and structure. Performance Max is a separate, fully automated campaign type that runs across all Google inventory with less advertiser control.
Does AI Max actually improve results?
Google reports 14% more conversions at similar CPA/ROAS. Real results depend on your industry and how well you manage the expanded targeting. Testing with Experiments is recommended before full rollout.
What controls do I have with AI Max?
You can set brand inclusions/exclusions, URL exclusions, and choose which of the three features to enable. More control than Performance Max, but less than standard Search campaigns.
How do I manage AI Max's expanded targeting?
Review search terms regularly and add negative keywords for irrelevant queries. Use a search term cleaner tool like CATTIX to automate the review process and keep targeting focused.
Is AI Max free?
Yes. AI Max is included with Google Ads at no additional cost. You just need an existing Search campaign to enable it.
Does AI Max work well for all advertisers?
AI Max works best when combined with regular monitoring. The expanded targeting can bring irrelevant traffic, so search term cleanup is essential for maintaining good ROI.
Make AI Max Work Harder for You
AI Max for Search campaigns offers real benefits: expanded reach, automated ad creation, and dynamic landing page selection. Google's AI can find opportunities you might miss with manual targeting alone.
But automation without oversight leads to wasted spend. The advertisers seeing the best results combine AI Max with regular search term review and ad optimization.
Using AI Max? Keep your targeting focused with CATTIX Search Term Cleaner and Ad Improver. Let the AI expand your reach while you maintain control over where your budget goes.
About the Author
Eugene Ugolkov, CEO and Founder at CATTIX
Eugene is the founder of CATTIX, an AI-powered Google Ads management platform. With extensive experience in digital marketing and machine learning, he leads the development of intelligent advertising solutions that help businesses maximize their ROI.
Publications: Google Scholar
