Google continues to evolve search with AI, making it easier for users to ask, discover, and find exactly what they need. With AI Max for Search campaigns, advertisers can now leverage the latest AI-powered features to enhance performance while maintaining control.

From tools like Google Lens, AI Overview, and AI Mode, Google AI is designed to understand user intent better. AI Max brings this power directly to Search campaigns, helping marketers unlock new opportunities with more relevance, better targeting, and higher efficiency.

What AI Max Brings to Search Campaigns

AI Max combines automation with advertiser control, bridging the gap between performance and precision. Its key features include:

• Search Term Intent – Expands reach by connecting with users based on intent, not just keywords.
  
• Text Customization – Delivers more relevant ad messaging tailored to customer needs.
  
• Final URL Expansion – Ensures users land on the most useful and relevant page on your site.
  

How to Enable AI Max

Getting started is straightforward:

1. Select a Search campaign that uses Smart Bidding.
   
2. Open Campaign Settings.
   
3. Toggle on AI Max for Search campaigns.
   

Once enabled, AI Max automatically activates Search Term Matching, Text Customization, and Final URL Expansion. You still have the flexibility to adjust exclusions and opt out of certain features if required.

AI Max for Search campaign

Greater Control and Safeguards for Advertisers

Unlike early versions of PMax and other automated solutions, AI Max offers marketers more control over their campaigns. You can:

• Build negative keyword lists.
  
• Use high-strength headlines and descriptions already in your account.
  
• Remove assets that don’t align with your brand message.
  
• Apply URL exclusions for unwanted landing pages.
  
• Add brand exclusions to block your own brand, competitor names, or other domains.
  
• Opt out of Text Customization for stricter messaging control.
  
• Target by location at the ad group level
  

Best Practices for Testing AI Max

To get the most out of AI Max, follow these recommended testing guidelines:

Before Testing

• Choose campaigns with a daily budget of at least $50
  
• Avoid campaigns marked “limited by budget”
  
• Don’t test with newly created campaigns
  

During Testing

• Allow a two-week learning period before evaluating results
  
• Avoid making large changes while testing is in progress
  

After Testing

• Run tests for at least four weeks
  
• Factor in seasonal trends before drawing conclusions
  
• Review negative keywords, exclusions, and asset performance if results don’t meet expectations
  

Final Thoughts

AI Max makes Google Search campaigns more powerful by combining AI-driven intent detection with advertiser-friendly controls. For marketers, this means better performance, smarter optimizations, and greater flexibility to shape campaigns according to business needs.