Artificial intelligence (AI) has unlocked new capabilities for Google Search, making it more exploratory and multimodal. With features like AI Overviews and Google Lens, AI is making Google a more helpful platform for discovery and decision-making.
As the Google Search landscape continues to evolve, opportunities to grow your business expand. To help you maximize performance now and get your campaigns ready for the ever-evolving Search experiences of tomorrow, Google continues to leverage the power of AI in its latest PPC (pay-per-click) ad solutions.
That’s why it has introduced AI Max Ads—a new, one-click feature suite.
Unveiled in May 2025, AI Max for Search campaigns is essentially an easy-to-use “AI turbo boost” for your Google Ads search campaigns.
This latest update bridges the gap between standard Google Ads campaigns and Performance Max campaigns, offering the same level of automation and transparency, but with new and more advanced control features.
In this blog, we’ll break down the benefits of AI Max, the key features it brings for Search campaigns, and how you can master it with expert digital marketing services.
What is AI Max in Google Ads?
Google’s latest AI Max is a suite of AI-powered targeting and creative features that supercharge the performance of your Search campaigns. AI Max uses Google AI to match search queries beyond your pre-defined keyword list using broad match and user intent, displaying your AI Max ads for more relevant search queries.
AI Max also optimizes your ads in real-time to match users’ intent and redirects users to the most relevant landing pages. Google’s internal data from 2025 shows that advertisers that activate AI Max in Search campaigns will typically see 14% more conversions or conversion value at a similar CPA or ROAS.
What are the Benefits of AI Max Ads for Search Campaigns?
With the best of Google AI for Search campaigns, AI Max ads unlock new advantages for businesses and advertisers alike. Using the AI Max features helps your ads break through the noise and appear more relevant, boosting visibility and engagement beyond your defined keywords, while ensuring complete control.
Let’s break down the most significant benefits that the AI Max feature brings to your Search ad campaigns;
Improved Reach and Performance
AI Max in Google Ads analyzes your existing keywords, creatives, website, landing pages, and URLs from other ads. It dynamically creates ads to display for relevant search queries, thus increasing campaign reach and performance.
Personalized Ad Delivery
With the AI Max feature enabled, your ads are automatically tailored to each search user’s intent, delivering a more personalized experience at scale. Personalized ad delivery can drive higher engagement and conversion rates for your campaigns.
Smarter Landing Page Alignment
The Final URL expansion feature in AI Max routes users to the most relevant landing page on your site based on their search. This ensures that the users convert smoothly on the first click. This feature also makes Google Ads management easier.
Enhanced Control and Transparency
Even when AI Max takes over your Search ads, Google ensures you retain complete control. Along with several new control features, AI Max itself is an opt-in feature that lets you decide what’s best for your Search campaigns, thus giving full control.
More Detailed Reporting
AI Max also comes with an improved Search term reporting, where you can see the specific URLs, headlines, and landing pages that bring conversions. The improved asset reports help Google Ads management services analyze key metrics.
Key Features of AI Max Ads for Search Campaigns
AI Max ads are not just another upgrade in Google Ads; they come with a complete suite of new, more advanced features. All these features aim to improve the performance, reach, and relevance of your Search campaigns. While integrating robust AI capabilities, Google also ensures you retain control with these features.
Here are the key features that AI Max offers for your Search ad campaigns:
Search Term Matching
Expanded search term matching in AI Max helps your ads show up on more relevant searches by expanding beyond your exact keyword list. It uses broad match and “keywordless” technology with AI in digital marketing to identify queries related to your products or services, even if those exact terms are not in your campaign.
Asset Optimization
Asset optimization in AI Max is designed to show the right creative for the right user, based on their intent and your provided data. The system automatically generates ads based on the information available on your website, landing pages, and other existing campaigns. The aim here is to align ads with the search intent of users.
Text Customization
The text customization feature (formerly known as automatically created assets) uses generative AI to craft new ad headlines, descriptions, and CTAs dynamically. Text customization helps your Google Ads management strategies stay updated with user search intent shifts, keeping your ads relevant and potentially improving CTR.
Asset Removal
AI Max allows you to remove irrelevant assets easily, giving you more control over creatives. To do so, you must navigate to Campaigns, then to Assets, and click on the checkbox next to the asset, and then click on “Remove”. Removing an individual asset also removes it from any other associated ad group or campaign.
Location of Interest Targeting
“Location of Interest” is an exclusive targeting feature introduced in AI Max. This feature helps you target users based on their geographical intent at the ad group level. Previously, location-based targeting was only available at the campaign level. But AI Max in Google Ads now offers better targeting control at the ad group level.
Final URL Expansion
Similar to the PMax Final URL Expansion, AI Max dynamically chooses URLs to redirect users to the most suitable landing page based on their search query. When users click on an ad, they are taken to a landing page where AI Max creates relevant headlines, assets, and descriptions that match their intent and ensure conversion.
Reporting Improvements
AI Max has introduced several improvements in Google Ads reporting, offering more transparency and detailed performance insights. Search term reports, keyword reports, landing page reports, and asset reports are more precise now, especially benefiting businesses partnering with Google Ads management experts.
Brand Safety Controls
You can now set brand inclusions/exclusions with AI Max to control how your ads appear with specific brands. For example, if you only want your ads to trigger for searches involving your brand or certain partner brands, you can include those. On the other hand, you can exclude competitor brand terms or unrelated brands.
Wrapping Up AI Max Ads
Google recognizes that while AI enhancements unlock new capabilities, advertisers still want control over how their campaigns run. By introducing AI Max ads, Google strikes a balance, offering the flexibility of automation alongside the ability for human oversight and strategic optimization in Search Ads campaigns.
For businesses focused on scaling efficiently, AI Max can cut down on manual work while opening the door to new opportunities. But it is not a shortcut. The key to success with AI Max lies in working with professional Google Ads management services to ensure strong inputs, sharp exclusions, and consistent oversight.