AI Max for Search Is Rolling Out: What You Need to Know

If you’ve been following Google Ads news, you might have heard about a new feature called AI Max for Search. Some advertisers are worried about how this will change Search campaigns, but these concerns might be premature. Let’s break down what AI Max for Search is and how you can use it.

What is AI Max for Search?

First, it’s important to clarify that AI Max is not a replacement for Search campaigns. Instead, it is a new set of optional features that can help improve targeting and creative assets in your Search campaigns.

New Features of AI Max

Here are some of the key features of AI Max:

1. Search Term Matching: This feature offers a new type of keywordless targeting. It combines Broad match settings with signals from keywords, assets, and landing pages.
2. Updates to Reporting: AI Max will help you see which search terms, keywords, and assets were chosen by the AI. This way, you’ll understand how your ads are performing.

Not-So-New Features

Some features of AI Max are similar to what you might already know from regular Search campaigns, such as:

• Brand Settings: You can still include or exclude brands from your campaigns.
• URL Rules: Control which URLs your ads can use.
• Text Customization: AI can help create relevant ad copy using your existing assets.
• Final URL Expansion: Google can choose a more specific landing page for your ads to improve relevance.

Options for Using AI Max

One important point about AI Max is that it’s optional. You can choose to use features like keywordless targeting and text customization based on your needs. You still have a lot of control over your ads while using AI tools.

Requirements for Using AI Max

To use AI Max, you need:

1. A Search campaign type.
2. To be using Smart Bidding strategies that focus on conversions, like Max Conversions.

When Not to Use AI Max

While AI Max has many benefits, there are situations where it might not be suitable:

• Poor Website: If your site doesn’t represent your business well, AI Max might not work for you.
• Highly Regulated Industries: If you need strict messaging for compliance, AI Max may not be ideal.
• Low Conversion Volume: If you don’t have enough conversions, the AI may not yield good results.

When to Try AI Max for Search

Think of AI Max as a blend of Performance Max and Dynamic Search Ads. It can help increase your reach while you maintain your traditional Search strategies. If you already have a solid Search setup, you can use AI Max as a tool for additional volume.

Getting Started with AI Max

AI Max started rolling out in early 2025, and it will be fully available by Q3 of 2025. If you want to try it, look for the option in your Google Ads account when it becomes available.

Is AI Max Right for You?

AI Max could be a great option if you want to enhance your traditional Search campaigns. However, like all tools, it may not be right for everyone. If you are inexperienced in advertising, keep this in mind.

If you’re someone who has reached the limits of traditional Search and needs more results, AI Max could be just what you need.

In summary, dip your toes into AI Max for Search to see if it can add value to your advertising efforts!