A New Search Campaign Tool: Google AI Max
Starting this July, a new tool is available for all Google Search campaigns – Google AI Max.
It’s an AI-powered feature set designed to enhance targeting and creative performance within Google Search campaigns.
Search term matching
• Automatically expands reach using broad match keywords and even keywordless campaigns.
(This means ads can appear for relevant product or service-related searches, even if those search terms haven’t been added as keywords in your campaigns.)
• Google AI learns from your keywords, ads, and landing pages to identify valuable search terms you might have missed.
• Additional control options are available, such as city-level targeting at the ad group level, brand inclusion/exclusion, and enhanced reporting on keyword match type performance.
Ad Asset Optimization
• Provides “Text Customization” (formerly known as auto-created assets) and “Final URL Expansion”
• Dynamically generates relevant ad copy and directs users to the most suitable landing pages — all AI-personalized.
• Offers flexibility (features can be turned on or off) and transparency with enhanced ad asset reporting.
In short: AI Max combines DSA (Dynamic Search Ads) and Broad Match keywords.
Most of these features were previously available through either DSA or Broad Match formats.
Additional Features and Controls
• Interest-based geographic targeting at the ad group level.
• Brand control: inclusion/exclusion at both campaign and ad group levels.
• URL inclusion/exclusion for better landing page control.
What does Google AI Max combine?
Google AI Max combines multiple solutions designed to enhance ad creativity and targeting.
Key Elements
AI Max helps show ads to the right people at the right time by automatically adapting creatives to drive better results.
When to Use It?
When is it best to use Google AI Max — and when to avoid it?
If you're testing:
• Keep AI Max separate from your core keyword campaigns.
• Use brand and URL exclusions to avoid irrelevant traffic.
• Regularly review search term reports and asset performance.
• Set clear parameters at launch — including language, geography, and CPC limits.
• Use it as an exploration tool, not your main strategy (at least for now).
Just like any new Google Ads feature, AI Max for Search campaigns comes with potential—especially for discovering new keywords and optimizing creative assets. However, as with previous automation tools, its effectiveness will depend on your goals, budget, and settings.
It’s worth trying out, but test cautiously: start small, monitor results closely, and use it as a complement, not a replacement, for your core strategy.
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