Google Announces AI Max to Transform Search Advertising
AI Max
Google launches AI Max to boost search campaign performance and creativity
Today, Google announced that AI Max for Search campaigns, a new comprehensive suite of targeting and creative tools optimised for Google AI, will soon be in beta testing. This package helps advertisers expand their audience, customize their messaging, and boost ad value.
AI Max for Search campaigns uses Google AI to tailor creative messages and improve advertising in real time to better target potential clients. The suite focusses on asset optimisation and search phrase matching. The beta will be accessible to all marketers worldwide later this month. Initial internal data shows that marketers that activate AI Max get a 14% boost in conversions or conversion value with a comparable cost-per-acquisition/return on ad spend. Ads using exact and phrase match keywords might increase by 27%.
AI Max relies on asset optimisation, a campaign-level setup panel that scales creative messages. This panel contains final URL expansion choices and text customization (previously automatically created materials).
An optional parameter named “text customization” generates headlines and descriptions for responsive search ads. These new assets are tailored to the ad using data from your domain, landing page, prior ads, and keywords in the ad group. Text customization using generative AI may develop assets that match users' search keywords. This generative AI feature is available to advertisers with English assets. Text customization is offered in English, Spanish, Portuguese, Italian, French, German, Japanese, and Dutch.
Text customization and asset optimisation in AI Max improve responsive search ad performance by automatically producing more assets, relevance by providing a consistent user experience across query, ad copy, and landing pages, and productivity by reducing manual labour. Advertisers may check content accuracy using the asset information report.
Google-generated customized text assets are exempt from the responsive search ad restriction of 15 headlines and 4 description lines. The labels “Automatically created” or “AI Max” appear in ad, campaign, and combo reports. Performance ratings and impressions are provided for these assets. Individually developed assets can be erased if complications arise.
Automatic assets will be updated to AI Max settings as “text customization” for all campaigns on May 27, 2025. Marketers using automatically created assets can convert to AI Max or quit the traditional environment. To reactivate heritage after disabling it, opt in using AI Max.
It improves reporting and adds controls. These include URL limits, brand restrictions, ad group location targeting, and a new {synthetic_keyword} ValueTrack parameter for landing page customization. The revised Search Terms Report, Keywords Report, Landing Pages Report, and Asset Report reveal AI Max's performance and contributions.
AI Max is not yet fully accessible in the API and Editor, so marketers should be aware that turning it on or off may cause API queries handling automatically created assets and brand settings to fail. If AI Max text customization is off, Final URL expansion will be disabled.
Case studies illustrate early adopter successes. Leveraging AI Max to unlock conversions from net-new search queries via search phrase matching gave L'Oréal a 2X higher conversion rate at 31% lower cost-per-conversion. MyConnect, which already featured AI-powered features, had a 30% increase in net-new query conversions and 16% more leads at a 13% lower cost-per-action after turning on AI Max.
Advertisers should utilise AI Max to improve performance and prepare ads for shifting search experiences.