AI Max: What We’ve Learned So Far

As we’ve rolled out AI Max across our campaigns, we’ve developed a clearer, data-driven view of its impact on search performance. While the feature continues to evolve, real-world results already highlight how it can uncover incremental opportunities that traditional keyword coverage can miss.

It’s clear that AI Max isn’t simply another layer of automation, but a shift in how Search campaigns can be scaled and optimised. By combining keyword expansion, dynamic creative, and intent-driven targeting, it opens up new opportunities to capture demand - particularly as user search behaviour becomes more complex and conversational.

Below, we unpack how AI Max works, where it’s driving the biggest impact, and how it stacks up against standard Search campaigns.

Key Takeaways 

• AI Max enhances traditional Search campaigns by using machine learning to automate keyword targeting, ad creation, and landing page selection.
• It expands reach by capturing long-tail and conversational search queries that manual keyword strategies often miss.
• Campaigns benefit from improved efficiency, with less manual management and more focus on strategy and creative direction.
• Results show increased incremental traffic, stronger engagement, and performance improvements over time as the system learns.
• While highly automated, AI Max still allows for control through exclusions and guidelines, balancing scale with strategic oversight.

What is AI Max?

AI Max is a Google Ads feature for Search campaigns that uses advanced AI to automate keyword targeting, ad copy generation, and landing page selection.

It is designed to take automation in search campaigns to the next level. Rather than relying on manual keyword management, it uses machine learning to interpret user intent, broaden targeting, and optimise performance in real time.

In real-world terms, this means:

• A greater focus on broad match keywords
• More automated query matching
• AI-driven creative optimisation
• Continuous adjustments to bidding and targeting

At its core, AI Max is an additional setting within Google Search campaigns that layers automation and machine learning across multiple elements of campaign management.

As Eve Scrimger, Senior Paid Media Manager, explains:

“AI Max is an additional setting that can be switched on for Google Search campaigns that uses AI to automate different ad assets. This includes ad copy/assets, landing page selection, targeting automation and keyword expansion based on high intent queries.”

In practice, this means AI Max doesn’t replace Search campaigns - it enhances them. It works within the existing framework but expands how campaigns can reach users, particularly as search behaviour evolves.

How AI Max Works

AI Max brings together several automation features into one unified approach:

1. Keyword Expansion & Long-Tail Capture

AI Max leverages broad match and intent signals to expand keyword coverage. This is particularly important as search queries become more conversational and nuanced.

Rather than relying solely on predefined keyword lists, AI Max identifies high-intent queries - including long-tail searches that might otherwise be missed.

This aligns with the growing shift in how users search: more detailed, question-based queries influenced by AI-driven interfaces.

2. Automated Ad Copy & Asset Creation

AI Max dynamically generates and serves ad copy based on user intent, context, and performance data.

The goal is to keep ads fresh and highly relevant without requiring constant manual updates.

3. Landing Page Selection

Instead of sending all traffic to a fixed destination, AI Max can choose the most relevant landing page based on the user’s query and intent.

This creates a more tailored user journey and can improve engagement post-click.

4. Smarter Targeting

AI Max uses behavioural and contextual signals to refine targeting, helping campaigns reach users who are more likely to convert.

AI Max vs Standard Search Campaigns

So how does AI Max stack up against traditional Search?

Standard Search Campaigns

• High level of manual control
• Keyword-driven targeting
• Fixed ad copy and landing pages
• Predictable but limited in scale

AI Max

• Automated keyword expansion
• Dynamic ad copy and landing pages
• Broader reach, especially for long-tail queries
• Requires guidance rather than micromanagement

In short, standard Search offers precision, while AI Max offers scale and adaptability. The most effective approach may not be to choose one over the other, but to integrate both strategically.

Observations from AI Max Campaigns

While results will vary by account and industry, a few consistent themes are emerging from our campaign use:

1. Increase in Incremental Searches

One of the most noticeable trends has been growth in what we’d call incremental searches - queries that generate additional value beyond existing keyword coverage.

Eve highlights:

“For some of our clients, we have particularly already seen an increase in what we call ‘incremental searches’, which is essentially a search query that results in some form of additional value, like a click through, user engagement or conversions.”

In practical terms, this suggests AI Max is uncovering new opportunities rather than just redistributing existing traffic.

2. Improved Reach Without Sacrificing Relevance

By expanding into long-tail queries, campaigns are reaching a broader audience. The key question is whether that reach remains relevant.

So far, performance trends indicate that AI Max is generally maintaining intent alignment - particularly when supported by strong landing pages and clear guidance.

3. Efficiency Gains in Campaign Management

With automation handling asset creation, targeting adjustments, and keyword expansion, there’s less need for constant manual optimisation.

This allows teams to focus more on strategy, testing, and creative direction rather than day-to-day maintenance.

4. Performance Trends

Campaigns have shown:

• Positive movement in engagement metrics (e.g. click-through rates)
• Uplifts in incremental traffic
• Mixed but improving conversion efficiency as the system learns

As expected with machine learning, performance tends to improve over time as more data is fed into the system.

5. Balancing Automation with Control

One of the biggest concerns with any AI-driven feature is loss of control. However, campaign usage suggests AI Max strikes a better balance than previous automation-first products.

Eve notes:

“To ease clients’ minds, there is a lot of control with AI Max, far more than what we had with PMax when it first rolled out.”

Key control features include:

• URL exclusions: Prevent AI from directing users to specific pages
• Text guidelines: Define tone, messaging, and restrictions
• Term exclusions: Avoid unwanted associations or queries
• Messaging controls: Block competitor mentions, pricing references, or specific wording

These safeguards allow advertisers to guide the AI rather than hand over full control.

The Future of Search Campaign Management

AI Max reflects a broader shift in paid media: moving from manual control toward guided automation. As search behaviour continues to evolve - becoming more conversational and intent-driven - tools like AI Max are designed to keep pace in ways traditional setups struggle to match.

However, success with AI Max isn’t about switching it on and stepping back. It still requires:

• Strong input signals (landing pages, messaging, exclusions)
• Ongoing monitoring
• Strategic oversight

Used correctly, AI Max can extend the reach of Search campaigns while maintaining control where it matters most.

If you’re thinking about trying out AI Max or want to explore how it can fit into your paid search strategy, don’t hesitate to reach out to our team.