AI Max is the revolutionary Google Ads feature for smarter search campaigns

Jasper HundepoolHas brought digital to where it is today

Google has taken another step in the evolution of digital advertising with the introduction of AI Max for search campaigns. This is not just an update, but a revolutionary feature that takes your ad performance to the next level. With AI Max, you benefit from advanced artificial intelligence that goes beyond traditional keyword strategies, allowing you to achieve more conversions at a lower cost.

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In short, with Online Marketing Amsterdam you get a partner who not only uses AI Max optimally, but also makes all your online marketing channels work together seamlessly for maximum results. Let us help you leverage the full potential of AI Max and our complete service to make your campaigns smarter, more effective and more successful!

Unlike previous automation tools such as Performance Max, which runs campaigns across all Google properties, AI Max focuses specifically on optimizing Search campaigns. The feature integrates seamlessly with existing campaign setups, giving advertisers the control they need while harnessing the power of AI to discover new opportunities. One of the key benefits is that AI helps Max identify new search terms that advertisers would otherwise miss, giving campaigns a broader and more relevant reach.

Key findings about AI Max

• AI Max is an advanced Google Ads feature available from 2024 that automatically optimizes search campaigns with artificial intelligence
• Advertisers see an average of 14% more conversions, with peaks of up to 27% for campaigns with exact keywords
• The feature combines search term matching and component optimization for real-time ad adjustments
• AI Max automatically extends your reach to new, relevant searches you previously missed
• Major brands such as L’Oréal have doubled their conversions and reduced costs by 31% through AI Max

What is AI Max and how does it work?

AI Max is Google’s latest AI-driven optimization tool designed specifically for Search campaigns. The technology works through two main components that work together to improve campaign performance: search term matching and component optimization.

The feature analyzes existing keywords, ads and URLs to identify patterns that indicate successful user interactions. Google’s AI learns from this data to then discover new, relevant search queries that advertisers would otherwise miss. This means that campaigns can automatically capitalize on traffic that falls outside the original keyword strategy.

Since its beta launch in late 2024, early adopters have reported significant improvements. The way AI Max works is fundamentally different from manual campaign optimization because it makes real-time decisions based on user intent and historical performance.

The process begins when a user enters a query. AI Max analyzes this query and compares it with existing campaign data to determine if an ad is relevant, even if the exact keywords are not included in the campaign. At the same time, the technology adjusts ad headlines, descriptions and destination URLs to ensure maximum relevance.

Core functions of AI Max

Search terms matching: discover customers with new searches

The heart of AI Max lies in its advanced keyword matching technology. This feature uses broad match and keywordless technology to significantly expand the reach of campaigns without advertisers having to manually add new keywords.

The AI identifies relevant searches that are semantically related to existing keywords, but may never have been in the original keyword list. For example, an advertiser bidding on “red dress” may see its ads appear for searches such as “colorful summer outfits” or “elegant evening wear red.”

This expansion is done intelligently, analyzing searcher intent to ensure that only relevant searches are targeted. Advertisers retain control by setting exclusions at both campaign and ad group levels, which can prevent unwanted targeting.

Technology often discovers new customer segments that were previously unreachable. This is especially valuable for companies operating in niches where customers use different terms to search for the same product or service.

Dynamic ad customization

In addition to expanding targeting, AI Max also adjusts real-time ad elements to maximize relevance. The feature dynamically generates headlines and descriptions tailored to individual users’ specific search intentions.

The system automatically scans the content of advertisers’ websites to generate relevant ad copy that matches both the search query and the landing pages available. This means that each searcher receives a personalized ad experience that closely matches their specific needs.

One of the most innovative aspects is the URL expansion functionality. Instead of sending users to a static landing page, AI Max analyzes which page on the website best fits the search query and automatically directs traffic to that specific page. This not only improves the user experience, but also significantly increases the likelihood of conversions.

The asset optimization panel gives advertisers access to detailed insights about which ad assets perform best for different types of searches, enabling further optimization.

Performance results and case studies

AI Max’s results speak for themselves. On average, advertisers are seeing a 14% increase in conversions at a similar cost per acquisition. These numbers have proven consistent across industries and campaign sizes.

One of the most impressive case studies comes from cosmetics giant L’Oréal, who managed to double their conversions while simultaneously reducing their costs by 31%. This was achieved through AI Max’s ability to discover new, high-value searches that perfectly matched their target audience of beauty lovers.

Of particular interest are the results for campaigns using exact keywords. Here, conversion increases of up to 27% were measured, demonstrating that AI Max also adds value to precisely targeted campaigns by better understanding the intent behind searches.

For smaller companies, MyConnect offers a good example. This company saw not only more leads coming in, but also a lower cost per action, which is crucial for companies with limited advertising budgets. The opportunity to reach new customers without additional investment makes AI Max particularly attractive to this segment.

Performance is not limited to specific brands or sectors. Early adopters consistently report improvements in click-through rates, with some campaigns achieving up to 22% higher CTRs without budget increases.

Setting up and managing AI Max

Setting up new campaigns

Setting up AI Max for new Search campaigns is a relatively simple process that begins in the Google Ads interface. When creating a new campaign, the option to activate AI Max appears under the advanced settings.

For optimal performance, it is recommended to activate both main functions – search term matching and component optimization – simultaneously. This provides the most comprehensive AI-driven optimization and maximizes the likelihood of improved results.

Initial configuration requires specifying a set of basic keywords and ads that serve as the starting point for the AI. It is important to choose these foundational elements carefully, as they determine the direction in which AI Max will expand the campaign.

Advertisers must also clearly define their conversion goals so that the AI knows which actions are most valuable. Whether it’s sales, leads, or other specific actions, this information is crucial for effective optimization.

This is how you test AI Max step by step

1. Select your test domain
   Choose 1-2 Search campaigns with stable conversion data. This fits into a full-funnel approach with clear goals.
2. Basic measurement
   Capture 4 to 6 weeks baseline: CPA or tROAS, conversions, conversion value, display share and search term quality. (Web analytics, conversion tracking & tagging).
3. Activate AI Max
   Turn on campaign-level search term matching and asset optimization. Start with brand exclusions where appropriate, plus URL exclusions for unwanted pages.
4. Security rails
   Use brand inclusions for brand-sensitive accounts and locations of interest for geographic precision.
5. Evaluation after 2 to 4 weeks
   View search terms report with new columns, landing page selection and asset performance. Assess both quantity and quality of new queries and post-click metrics.
6. Scale up or adjust
   Expand to more campaigns if CPA or tROAS stays the same or improves and search term quality is up to par. Otherwise: tighter with brand settings and URL rules, or text adaptation/URL expansion temporarily off.

Upgrading existing campaigns

Upgrading existing campaigns to AI Max requires a more cautious approach. Google recommends experimenting with a subset of campaigns first before full implementation.

The migration strategy begins by identifying campaigns that would benefit most from automation. These are usually campaigns with consistent performance but limited reach, or campaigns that require a lot of manual management.

The process of activation can be gradual, with search term matching activated first and component optimization added later. This phased approach helps advertisers monitor the impact and make adjustments as needed.

Timing is crucial in implementation. It is best to activate AI Max at the beginning of a stable period so that the AI has sufficient time to learn without interference from seasonal fluctuations or other external factors.

Practical checklist

✅ Conversion tracking and goals are correct.

✅ RSAs per ad-group present, with clear unique selling points.

✅ Landing pages are relevant and fast, ready for final URL expansion.

✅ Brand inclusions/exclusions and negative keywords are good.

✅ Reports set up, including the new AI Max columns.

Advanced control options

URL management

AI Max provides extensive URL management capabilities to ensure that traffic is directed to the right pages. Campaign-level URL exclusions prevent the AI from sending users to unwanted pages, such as shopping cart pages or internal management tools.

Conversely, URL entries at the ad group level can be used for specific targeting. This is especially useful for campaigns targeting specific product categories or services that have their own landing pages.

The new URL parameters introduced by AI Max provide real-time insights into how the AI makes page selection decisions. This data can be used to further optimize website structure for AI-driven targeting.

Brand controls and targeting

For advertisers of specific brands, AI Max provides advanced controls to protect brand positioning. Brand restrictions ensure that ads appear only for searches that are consistent with the brand identity.

Brand exclusions are especially valuable for companies that do not want to compete with certain product categories or brand positions. This feature helps maintain brand integrity while still taking advantage of comprehensive AI targeting.

Geographic targeting is refined by locations of interest, allowing advertisers to specify which geographic areas are prioritized for AI optimization. This is crucial for companies with regional focus or different product offerings by location.

AI Max experiments and testing

Setting up AI Max experiments is done through the Experiments tab in Google Ads and provides a safe way to test functionality without risking existing campaign performance.

New AI Max experiments differ from custom experiments in that they are specifically designed to test AI functionality. They provide detailed reporting on how AI decisions affect campaign performance.

The reporting of experiment results is comprehensive and includes metrics specifically relevant to AI optimization, such as the quality of new searches and the effectiveness of dynamic ad customization.

Decisions on applying successful settings should be based on statistical significance and long-term trends, not just short-term performance spikes. Google recommends running experiments for at least 4-6 weeks for reliable results.

Strategic Implications for Advertisers

The introduction of AI Max marks a significant shift from manual to AI-driven campaign optimization. Advertisers must redefine their role from tactical operators to strategic supervisors who lead and control AI systems.

Traditional keyword strategies remain relevant, but are complemented by AI-driven discovery of new opportunities. It is not about replacing human expertise, but enhancing it with advanced technology.

For different business sizes, AI Max offers unique advantages. Small businesses gain access to enterprise-level optimization without the cost of specialized teams, while large organizations can benefit from economies of scale and refined control options.

Future developments in Google Ads AI technology are expected to offer even deeper integration with other Google services and real-time decision-making based on broader user data, highlighting the importance of early adoption of AI Max.

Frequently asked questions about AI Max

What is the cost of AI Max and is it available to all advertisers?

AI Max is available for free to all Google Ads advertisers and does not incur any additional costs on top of standard ad costs. You only pay for the actual clicks and conversions your campaigns generate, just like regular Search campaigns.

How long does it take to see results after activating AI Max?

Most advertisers see initial results within 2-4 weeks of activation. However, the system needs 6-8 weeks to fully optimize and deliver stable performance. During this period, the AI learns from user behavior and gradually refines the targeting.

Can AI Max be combined with other Google Ads automation tools?

Yes, AI Max works seamlessly with other Google Ads automation tools such as Smart Bidding, Responsive Search Ads and automated extensions. The combination of these tools can create synergy effects that further improve overall campaign performance.

What happens to your existing keyword strategy when AI Max is implemented?

Your existing keywords remain active and are the foundation on which AI Max builds. The feature expands your reach to new, relevant searches, but does not replace your original targeting. You retain full control over which keywords remain active.

How do you ensure brand control and relevance when using AI Max?

AI Max offers extensive control options such as brand exclusions, URL restrictions and geographic targeting to protect brand integrity. In addition, you can set negative keywords and use brand inclusions to ensure that ads appear only for relevant, brand-appropriate searches.

Need help setting up AI Max?

At Online Marketing Amsterdam, we are ready to take the worry out of setting up and optimizing AI Max in your Google Ads campaigns. Our expertise goes beyond just AI Max; we offer an integrated approach that incorporates your brand positioning and proposition development to create a strong brand strategy that seamlessly integrates with your online marketing efforts.

Whether it is about developing a powerful brand identity, refining your tone of voice, or designing a visual identity and corporate identity, we help you with a complete branding process. We also support you with employer branding and employer marketing to strengthen your brand internally. With tools such as Value Proposition Canvas and go to market strategies, we ensure that your brand stands out in the market.

When it comes to online marketing, we combine AI Max with our full-funnel approach, integrating SEO, SEA, social media advertising and marketing automation. So we not only optimize your ads and search terms, but also improve your content strategy, conversion-oriented design and customer journey. Think UX/UI design, landing pages, funnel triggers and personalization via dynamic content to effectively convert visitors.

With our deep knowledge of data analytics, conversion tracking and budget optimization, we ensure that your campaigns not only generate more reach and conversions, but also measurably outperform. Plus, we integrate AI marketing and automation tools to make your marketing efforts scalable and future-proof.

In short, with us you don’t just get help with AI Max, but a complete strategic and creative approach that takes your brand and marketing to the next level. Choose Online Marketing Amsterdam and benefit from a partner that thinks with you, grows with you and puts your success first.