Google AI Max Transforms Paid Search

AI Max is Changing the Game

The landscape of paid search is changing yet again. Are you ready? With the rise of AI and conversational search behavior, marketers are rethinking how they build and optimize paid search campaigns, especially in industries where local targeting and relevance matter. Google’s latest response to this shift is AI Max, a powerful new feature for paid ad campaigns.

In this post, we’ll explain how AI Max works so you can leverage the tool and stay up to date with Google’s latest releases and avoid falling behind. 

What Is AI Max?

AI Max is an optional add-on you can enable in your standard Google Search campaigns. It works with advanced automation, similar to what you see in Performance Max, allowing marketers to stay in control.

It’s like giving your search campaign a smarter engine that uses machine learning to find better matches, create more relevant ads, and dynamically improve performance.

Right now, AI Max is in beta and optional, but it’s a clear sign of where Google is heading. AI Max is beginning its global rollout at the end of May 2025, with full availability expected by early Q3. If you’re used to running Search and Performance Max side by side, this tool brings the best of both worlds into one streamlined setup.

Unlike Performance Max, which includes placements across YouTube, Display, and Shopping, AI Max focuses only on Search text ads. It’s purpose-built specifically to optimize the Search experience without branching into other inventory types.

The Three Core Features of AI Max

1. Smarter Keyword Matching

AI Max uses what Google calls Expanded Query Matching. Instead of matching your ads to your chosen keywords, it looks at the bigger picture. It uses AI to find relevant search terms you might not be targeting yet, especially as people start searching in more conversational ways with tools like ChatGPT and other AI.

This means your ads can show up for more of the right people, even if they’re searching in ways you hadn’t predicted. You’ll capture more hidden demand without having to guess every possible keyword.

2. Dynamic Landing Page Selection

With Final URL Expansion, Google can send users to the most relevant page on your site, not just the one you originally set in your ad. You can still choose which pages are included or excluded, so you’re always in control.

This feature improves the user experience, pointing them to information more relevant to their search intent and can lead to higher conversion rates.

3. Real-Time Ad Text Customization

AI Max can also help you write better ads. The Text Customization feature scans your site, existing ads, and keywords to generate headlines and descriptions that match what users are actually searching for.

The best part? If you don’t like what the AI creates, you can remove or edit those assets. It’s a flexible way to test new messaging without starting from scratch.

New Controls That Make AI Max More Flexible

AI Max introduces a few unique controls that give advertisers more customization power than ever.

Location Targeting at the Ad Group Level

You can now assign location of interest targeting at the ad group level. For example, instead of creating a long list of keywords like “luxury apartments in San Antonio,” you can target the city through settings and just use the keyword “luxury apartments.” This keeps campaigns lean and more scalable.

Brand Controls

Rather than combining brand names with product types manually (like “Ford pickups”), you can now assign brand targeting at a higher level. AI Max understands which brand the ad group is meant to focus on and pairs it with relevant queries automatically.

Improved Reporting and Synthetic Keywords

AI Max also has better reporting tools. You’ll be able to see which search terms triggered which headlines and landing pages, giving you more visibility into user behavior. 

Google also introduced the concept of synthetic keywords, a simplified version of the user’s query that represents their true intent. This is especially useful for longer, more conversational searches.

What Marketers Should Take Away

AI Max reflects a broader shift in how people search. Bidding on a list of keywords just doesn’t cut it when it comes to current user behavior. To stay competitive, marketers need tools that respond to more natural, AI-influenced search behavior.

AI Max helps to:

• Reach more people with high-intent searches
  AI Max doesn’t just rely on your exact keywords. It understands your ads and finds related search queries that people are using, even if they use different words. This helps you tap into search traffic you might otherwise miss.
• Make your ads more relevant and effective
  It can customize ad headlines and choose the best landing page for each user based on what they are searching for. This leads to a better user experience and often better results, like higher click-through and conversion rates.
• Simplify your account setup
  With AI Max, there’s less need for long keyword lists or complicated ad group structures. You can keep things simple while the system handles more of the matching and targeting behind the scenes.

Keep control and gain better insights
You decide which pages AI Max can use and which brands to include or exclude. It also gives you detailed reports on what search terms triggered your ads and what pages people visited, helping you make better decisions moving forward.