AI Max
Google Launches AI Max to Improve Search Campaign Performance and Creative Potential
Google today revealed that AI Max for Search campaigns, a new full suite of targeting and creative tools intended to use Google Artificial Intelligence for optimal performance, will soon be available in beta testing. The goal of this suite is to assist marketers in reaching a wider audience, customizing their messaging, and increasing the value of their ads.
In order to better target potential clients, AI Max for Search campaigns combines Google AI to optimise advertising in real time and personalise creative messaging. The two primary functions of the suite are asset optimisation and search term matching. Later this month, the beta version will be made available to all marketers worldwide. According to preliminary internal data, with a comparable cost-per-acquisition/return on ad spend, advertisers who activate AI Max usually get a 14% increase in conversions or conversion value. The uplift can reach 27% for advertisements that still rely heavily on exact and phrase match keywords.
Asset optimisation, a campaign-level configuration panel that enables more specialised creative message at scale, is a crucial part of AI Max. Final URL expansion options and text customization (formerly known as automatically generated assets) are included in this panel.
An optional parameter called “text customization” aids in producing extra content, particularly headlines and descriptions, for use in responsive search advertisements. Utilising data from your domain, landing page, previous advertisements, and keywords inside the ad group, these new assets are created according to the particular context of the ad. In certain cases, generative AI can be used in text customization to produce assets that are more pertinent to users’ search terms. Advertisers with English-language assets are currently qualified for this generative AI capability. English, Spanish, Portuguese, Italian, French, German, Japanese, and Dutch are among the languages that are supported for text customization itself.
Improved responsive search ad performance by automatically producing more assets, improved relevance by offering a consistent user experience across query, ad copy, and landing pages, and increased productivity by decreasing manual labour are all advantages of text customization and asset optimisation within AI Max. The asset information report allows advertisers to keep an eye on the created content’s accuracy.
The typical limit of 15 headlines and 4 description lines for responsive search ads does not apply to Google-generated customized text assets. They are identified by the label “Automatically created” or by being cited as coming from the “AI Max” in reports at the ad, campaign, and combo levels. For these assets, performance ratings and impressions are available. An asset created by an individual may be deleted if issues are raised.
Automatically generated assets will start to be upgraded into AI Max settings as “text customization” for all campaigns on May 27, 2025. Marketers that are now utilising automatically generated assets will have the choice to switch to AI Max or abandon the legacy environment. Opting in through AI Max is necessary to re-enable the heritage feature after it has been disabled.
It also provides improved reporting and new controls. These include URL inclusions and exclusions, brand restrictions at the campaign and ad group levels, ad group level locations of interest targeting, and a new {synthetic_keyword} ValueTrack parameter for tracking and customizing landing pages. Deeper insights into AI Max’s performance and contributions are provided via the updated Search Terms Report, Keywords Report, Landing Pages Report, and Asset Report.
Because AI Max is not yet completely available in the API and Editor, advertisers should be aware that turning it on or off could result in problems for API queries handling automatically generated assets and brand settings. The Final URL expansion parameter will also be disabled if text customization is disabled in AI Max.
Positive outcomes for early adopters are highlighted in case studies. By leveraging AI Max to unlock conversions from net-new search enquiries via search phrase matching, L’Oréal witnessed a 2X greater conversion rate at a 31% reduced cost-per-conversion. After turning on AI Max, MyConnect, which already had AI-powered features, saw a noteworthy 30% boost in conversions from net-new queries and 16% more leads at a 13% cheaper cost-per-action.
In order to optimise performance and get campaigns ready for the changing search experiences, advertisers are urged to use AI Max.