Just a month ago, I speculated about a new keyword match type in Google Ads, tentatively called “Search Max.” I expected it to be a smarter, AI-powered evolution of Broad Match keywords.
Well, Google had something even bigger in mind.
Introducing AI Max — a powerful new feature designed to bring AI capabilities directly into your Google Search Campaigns. Far from being just a new match type, AI Max transforms your traditional search ads with intelligent automation, turning them into something closer to Performance Max campaigns, but with more control.
Let’s break down what AI Max really is, how it works, its pros and cons, and how it compares with Performance Max.
🚀 What is AI Max?
AI Max is a new feature within Search campaigns, not a separate campaign type. It supercharges your ads with AI-driven capabilities that help you reach more intent-driven users — especially those asking complex, long-tail queries within Google’s AI Overviews.
Why is this a big deal?
Because AI Overviews often generate questions that traditional keyword targeting can’t reach. AI Max allows you to show ads even when the exact search keywords don’t appear — thanks to AI-powered understanding of user intent.
If you’re aiming to show up in these AI-generated answers, AI Max might be your golden ticket.
🧠 What Features Does AI Max Offer?
When enabled, AI Max provides three main enhancements:
1. Search Term Matching
Instead of relying solely on Broad, Phrase, or Exact match types, AI Max can detect user intent, even if the exact keyword isn’t used.
Example: If your keyword is “running shoes,” AI Max might still show your ad to someone searching for “best footwear for marathons.”
🔹 Control level: Ad Group
⚠️ Caution: This is great if you have a large budget and good conversion history. But if your account is new or budget-limited, it could waste spend on irrelevant traffic.
2. Text Customization
Google can now dynamically change your headlines and descriptions in real time based on the user’s query.
Even though you can already provide up to 15 headlines and 4 descriptions, AI Max goes a step further by customizing ad copy on the fly for maximum relevance and clickability.
🔹 Control level: Campaign
3. Final URL Expansion
AI Max can send users to a different page on your website than the one you selected, based on what Google believes is most relevant.
✅ Useful for informational or branding campaigns.
❌ Risky for conversion-focused campaigns with carefully designed landing pages.
💡 You can exclude specific URLs, but we recommend disabling this at first.
🔹 Control level: Campaign
🌍 Bonus Features
Location of Interest (Ad Group level): Targets users based on location behavior for better conversion potential.
Synthetic Keyword Tracking: A new value track parameter that helps you see what keyword actually matched a user’s query — useful for performance analysis.
⚔️ AI Max vs. Performance Max: Key Differences
| Feature | AI Max | Performance Max |
|---|---|---|
| Campaign Type | Feature in Search campaigns | Separate campaign type |
| Keyword Use | Yes | No, uses search themes |
| Customization Control | High | Limited |
| Placement | Search only | All Google channels |
| Ad Group Level Targeting | Yes | No |
So, while Performance Max automates everything with minimal advertiser control, AI Max offers smart automation with meaningful customization.
🛠️ How to Enable AI Max
When creating a new Search campaign, look for the “AI Max” tab in your settings.
Toggle it on.
Choose which features you want to use (you can disable any of the three individually).
Start with low-budget test campaigns to assess impact.
Note: The feature is rolling out gradually and may not be visible in all accounts yet, but it should be available to everyone soon.
📈 Ready to 5X Your Google Ads ROI?
Unlock the full potential of AI Max with expert guidance from Sociolabs. Our team will tailor a winning strategy for your business, optimize your campaigns, and help you achieve up to 5X return on ad spend.
👉 Let’s turn your ad budget into real results — connect with us today!