It’s official, everyone: search campaigns are getting a major upgrade courtesy of AI Max. Some advertisers are stoked, others are worried, and some of us are just here to C(TR) what happens.
Jokes aside, Google has officially introduced AI Max for Search (formerly Search Max). This is a new feature set layered onto Search campaigns designed to merge automation, control, and performance into a single workflow. Advertisers can add AI Max to their Search campaigns via a toggle; again, this is a layer on top of the campaign, not a new campaign type.
If you’ve reviewed Google’s product announcement but are left wondering what the real deal is with AI Max and how it affects regular (small and medium) advertisers, you’re in the right place.
I’ve been privy to Google’s internal documents and attended a private roundtable discussion with Google reps, so I’m here to break down what AI Max really is, how it compares to previous tools like Dynamic Search Ads (DSAs), and what advertisers should be aware of before enabling it.
What Is AI Max?
AI Max is an opt-in layer for existing search campaigns designed to enhance performance using Google’s Performance Max technology. Think of it as a hybrid of broad match, keywordless tech (like DSA), and creative automation, all wrapped in one feature-rich product.
At its core, AI Max uses what Google calls Search Term Matching, which pulls in signals from your keywords, ad copy, and landing pages to dynamically match relevant queries, even ones you haven’t explicitly targeted. It then uses Text Customization (formerly automatic creative assets) to tailor ad headlines and descriptions to those search terms, and URL Expansion to direct users to the most relevant landing pages on your site.
In a sense, AI Max is said to behave like a smarter, more controllable version of Dynamic Search Ads, but within the traditional Search campaign framework.
📈 According to Google, advertisers who enable AI Max see up to 14% more conversions at the same CPA, and up to 27% uplift for accounts relying heavily on exact and phrase match keywords.
🔍 Key Differences from DSA
Dynamic Search Ads are useful for keyword-less campaigns but offer limited control. AI Max builds on this foundation with improvements:
| Feature | DSA | AI Max |
| Headline generation | Fully dynamic | Blend of dynamic + RSA assets |
| Description text | Manual | AI-generated, editable |
| URL targeting | Domain-based | Thematic + inclusion/exclusion controls |
| Reporting | Limited | Full transparency (asset + landing page reporting) |
Google emphasizes that AI Max is not a replacement for DSAs, but rather an enhanced layer for Search campaigns. They have also confirmed that your existing DSA campaigns will not be automatically upgraded or deprecated.
The Agency Perspective
There’s a legitimate concern that AI Max shifts too much control to automation, especially for agencies managing performance at scale. But based on what I’ve seen and what Google has confirmed, AI Max is not replacing strategy. It’s amplifying it.
Keyword prioritization still holds. Creative assets can be removed or turned off. The ability to exclude landing pages or enforce brand-specific targeting provides a level of control rarely seen in other AI-driven solutions. It isn’t meant to be Smart Campaigns 2.0, it’s a more collaborative evolution.
Another reason for caution: As my co-host of the PPC Gals Podcast, Sarah Steman, said, AI Max is essentially a “fourth match type”. It doesn’t replace broad, phrase, or exact match, but it does expand on them, similar to broad match “on steroids.” While this can uncover valuable new queries, it also introduces complexity that agencies must monitor closely.
As someone whose business is built on accountability, transparency, and clear performance explanations to clients, I believe this balance of automation with human oversight matters. And that’s why I’m cautiously optimistic.
What Stays in Your Control?
Here’s what gives AI Max for Search an edge over previous automated solutions:
- Brand & Location Controls
Set brand inclusions/exclusions and granular location targeting at the ad group level. Google confirms that both campaign and ad group level targeting must be met for a query to match, allowing advertisers to serve ads to users in one location searching about another. - URL Controls
Include or exclude URLs using patterns (e.g., /blog/), feeds, or direct inputs. Borrowed from PMax and DSA logic. - Creative Asset Management
Disable text customization (formerly known as ACA (Automatically Created Assets)) generation. Manually remove any automatically created assets. Note that pinning is not supported when final URL expansion is enabled. - Ad Review (Planned)
Google is developing a stricter asset review process for sensitive verticals like law and healthcare. - Ad Relevance and Dynamic Customization
Text headlines and descriptions are generated using landing page signals, keyword context, and ad copy. SEO best practices and clear on-page messaging are more important than ever. In addition, Google has confirmed that creative customization includes not just text, but also visual assets, which are generated based on branding cues from the landing page. - Feature-Level Controls
While AI Max opt-in enables all three core features (Search Term Matching, Text Customization, URL Expansion), advertisers can opt out of text customization and final URL expansion at the campaign level, and Search Term Matching at the ad group level. - Keyword Prioritization
AI Max respects existing match type prioritization; exact match still overrules AI-generated matches. The auction hierarchy will remain unchanged.
Things To Consider Before You Opt In to AI Max
Keep reading before you click that “opt in” button to determine if AI Max is worth it for you. Here are the potential challenges you should consider before implementing:
Potential Challenges:
- No Pre-Approval Workflow (Yet)
AI-generated assets, including both text and visual creatives, can go live without advertiser approval. This raises concerns for industries where brand safety and legal compliance are non-negotiable. While asset removal is supported, a formal approval mechanism has yet to be released [Source: Google, 2025]. - Signal vs. Target Confusion
A major concern raised during early testing is whether advertiser inputs are treated as firm targets or soft signals. Google has stated that AI Max respects hard controls—for instance, exact match keywords still operate as intended, and brand or URL exclusions are enforced. However, there is still ambiguity in documentation and practical behaviour around whether some settings behave more like suggestions. Until clarified further, advertisers should monitor campaign behaviour closely. - Search Term Safeguards
Google states that Search Term Matching is limited to traffic expected to perform well based on your goals. It also includes built-in safeguards to automatically lower bids on underperforming traffic, helping reduce wasted spend [Source: Google, 2025]. This could present a visibility challenge for us: if a poor-performing match is quietly downbid instead of excluded outright, it may still impact overall efficiency unless monitored closely. Additionally, because these safeguards rely on predicted performance, niche markets or low-volume keywords may be unfairly penalized. - Not Plug-and-Play
You still need great ad copy, optimized landing pages, and structured campaigns. AI will enhance what’s working, not fix what’s broken. - Testing Capability
Google has confirmed that Drafts & Experiments are available for AI Max, enabling controlled A/B testing. More advanced experimentation options are on the roadmap [Source: Google, 2025].
SMB-Specific AI Max Concerns
Small and medium business owners are probably wondering, “Is this tool for us, or is it only built for advertisers with seven-figure ad budgets?” It’s a fair question—one I often hear from our clients at Hop Skip Media.
Many of the case studies Google has released—like L’Oréal and iConnect—feature enterprise-level advertisers. That doesn’t mean SMBs aren’t part of the picture, though. According to Google, those case studies are shared because larger advertisers are typically quicker to adopt new features and are more likely to share their results publicly. However, the broader performance claims, like uplift percentages, are based on aggregated results across a wider and more diverse pool of accounts, including SMBs.
During the AI Max roundtable, a product manager mentioned that large advertisers often start by testing new features with a small portion of their budgets. Understanding what that testing percentage typically looks like would be helpful for smaller advertisers trying to assess risk, but so far, those details haven’t been made public.
For now, I’d advise our SMB clients to keep a close eye on AI Max for Search. If you’re thinking of testing it, do so with intention and stay involved. AI is great, but only when a human is steering the ship.
Final Thoughts on AI Max
AI Max represents a really cool moment in Paid Search. It enhances traditional Search campaigns with dynamic creative, broader reach, and real-time customization, but those enhancements come with new responsibilities.
Google has made strides in transparency, including separate reporting for AI Max search terms and the exact headlines/descriptions served. You’ll now be able to match user queries to specific creative combinations along with which landing page was used, something previously impossible with RSA’s black-box logic. This added clarity is a step in the right direction.
It’s not about giving up control, it’s about scaling what already works and allowing the AI to do that.
Your campaigns still need you.