Google Ads has unveiled yet another new AI feature that promises to drive more conversions at a lower cost.
AI Max for Search campaigns is a new feature designed to enhance the performance of Search campaigns through advanced AI capabilities. This optional setting integrates AI-driven targeting and creative tools to help advertisers reach a broader audience and, according to Google, improve conversion rates.
As confirmed by Ginny Marvin, Ad Product Liaison at Google, it works in a similar way to Dynamic Search Ads (DSA), using keywordless targeting to match queries based on the content on your landing pages and the content in your assets. This can help capture traffic from long-tail and ‘conversational’ queries that may have been missed with ‘traditional’ keyword-based Search campaigns.
The feature is set to roll out globally in beta later this month, with full API support expected in August 2025.
Key features of AI Max for Search
AI Max can be turned on in just one click, with the option of excluding some of the features for more control.
AI Max for Search introduces several key features:
- Expanded query matching: Utilises broad match and keywordless technology to identify high-performing search queries beyond existing keywords
- Text customisation: Dynamically generates and adjusts ad headlines and descriptions based on landing pages, ads, and keywords to align with user intent
- Final URL expansion: Automatically directs users to the most relevant landing page for their search query, with options to exclude specific URLs
- Enhanced controls: Offers new targeting options, including ad group-level geographic intent settings and brand inclusions/exclusions
- Improved reporting: Provides greater transparency with enhanced search term reports and asset performance metrics
What results can advertisers using AI Max expect?
In a pilot with selected advertisers, activating AI Max for Search resulted in a 14% increase in conversions or conversion value at a similar cost per acquisition (CPA) or return on ad spend (ROAS). For campaigns primarily using exact and phrase match keywords, the uplift was reported as being as high as 27%.
It’s worth noting that, like Performance Max campaigns, this broader targeting feature is probably better suited to businesses with huge inventories (and big budgets), rather than companies offering niche products and services.
As Google continues to expand on the search terms ads are eligible to show for (even when using exact match), you’ll want to be checking search term reports and adding exclusions regularly if you do decide to test AI Max for Search to prevent budget being wasted on irrelevant queries. It will also be important for advertisers who want to use this feature to have well-optimised landing pages to achieve the best possible results.
Want to find out more? Read the full announcement from Google here: https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/
