Insights from the EXACTA Media team
We’re staying on top of Search developments, and Google’s introduction of AI Max can present a big opportunity for brands.
The search innovator’s recent release of AI Max for Search campaigns is a prime example of a suite of AI-powered tools designed to supercharge your ad performance by tapping into uncultivated search opportunities.
Whether you’re a seasoned advertiser or just dipping your toes into Google Ads, AI Max promises to make search more exploratory, relevant, and results driven.
What is AI Max for Search Campaigns?
Launched in beta globally in late May 2025, AI Max is Google’s one-click feature suite that brings the best of its AI capabilities directly into your Search campaigns. It’s not just about matching queries anymore; it’s about predicting user intent and expanding your reach in ways traditional keywords couldn’t.
At its core, AI Max includes three key enhancements:
- Search Term Matching: This uses broad match and keywordless technology to uncover new, relevant queries you might have missed. Google’s AI learns from your existing keywords, creative assets, and URLs to prioritize high-performing matches, just like in Performance Max campaigns.
- Text Customization (formerly Automatically Created Assets): Dynamically generates headlines and descriptions based on your landing pages, ads, and keywords. It focuses on clear calls-to-action and unique selling points, ensuring your ads adapt in real-time to user intent.
- Final URL Expansion: Automatically directs users to the most relevant page on your site, boosting relevance and conversions.
Google claims that activating AI Max can deliver an average 14% uplift in conversions or conversion value at similar CPA/ROAS. For campaigns still relying heavily on exact and phrase match keywords, that jumps to 27%.
Early adopters like L’Oréal and MyConnect are already seeing impressive results.
Real-World Wins: Case Studies from Early Adopters
The proof is in the performance. L’Oréal Chile, a beauty industry giant, leveraged AI Max to tap into net-new queries like “what is the best cream for facial dark spots?” This led to a 2X higher conversion rate at a 31% lower cost-per-conversion.
Nicolás Moya, CMO of L’Oréal Chile, is quoted by Google, “AI Max not only allowed us to pioneer the use of AI in Search—it also propelled us into new markets, reaching untapped audiences with lower costs, higher conversions, and more relevant ad experiences.”
Similarly, MyConnect, an Australia-based utility service, built on their existing AI features (like target ROAS bidding and broad match) to achieve 16% more leads at a 13% lower CPA. They saw a 30% increase in conversions from new queries, prompting them to expand AI Max across more campaigns.
Google shares that Bec Oxnam, Head of Marketing at MyConnect, said, “…we were able to drive incremental high-quality leads by unlocking net-new searches and having AI build more relevant content to each user and their query.”
These stories highlight AI Max’s strength in capturing emerging intent, especially for nuanced or long-tail searches.
Enhanced Controls and Insights: Keeping You in the Driver’s Seat
One common concern with AI automation is losing control, but Google has addressed this head-on. AI Max introduces:
- Locations of Interest: An ad group-level targeting option that focuses on users’ geographical intent (e.g., where they want to go, not just where they are). This is a big win for travel, events, or local services, adding precision without overriding campaign-level settings.
- Brand Controls: Specify brands to associate with or avoid, available at both campaign and ad group levels.
- Reporting Upgrades: New URL parameters for better search term visibility, headlines and URLs in search terms reports, and improved asset reports tied to KPIs like spend and conversions. You can also remove underperforming generated assets or control URLs manually.
These features ensure transparency and allow for real-time optimization with human input, making AI Max a balanced blend of automation and advertiser oversight.
The Flip Side: Mixed Results and Lessons from Early Tests
While the hype is real, not all feedback is glowing. Industry tests, like those shared on PPC Land by Ezra Sackett from Monks, show “meh” results in some cases—99% of impressions across 30,000 search terms yielding zero conversions. Many matches are keywordless, leading to long-tail traffic that doesn’t always convert. Over 31% of terms exceed 25 characters, signaling a shift toward more conversational queries.
Observations from advertisers like Nikki Kuhlman at Jumpfly and shared on Search Engine Land reveal surprises, too. AI Max is generating longer headlines pulled from blog posts (not just landing pages), sometimes driving higher ROAS than standard pages. This automation can rewrite ad copy dynamically, including sitelinks, but it raises questions about brand safety and consistency.
Our take? AI Max shines when all features are activated together, but we suggest starting small. Use A/B testing via drafts and experiments to compare with/without AI Max. Monitor search terms closely, add negatives as needed, and exclude irrelevant URLs. Give it 1-2 weeks to learn and 4-6 weeks to evaluate fully. If initial tests flop, revisit later. Google is prioritizing improvements, much like they did with Performance Max.
Looking Ahead: The Future of AI in Search
AI Max is part of Google’s bigger push toward multimodal, exploratory search with AI Overviews and Google Lens leading the charge. As ads integrate into these experiences, the opportunities for discovery and growth are endless.
AI Max isn’t just a tool, it’s a shift toward intent-driven advertising. While early results are mixed, the potential for expanded reach and relevance is undeniable. Stay agile, test rigorously, and partner with pros like our media team to make the most of it.
What are your thoughts on AI Max? Have you tried it yet?
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