Google Ads just rolled out a powerful new feature designed to help advertisers stay ahead in an increasingly complex search environment. It’s called AI Max for Search, and while the name sounds technical, the idea is simple: use the full power of Google’s AI to find more customers, deliver smarter creative, and improve performance — with less manual effort.
We’ll cover what AI Max for Search is, what’s new about it, and how it can help both brands and agencies drive better results from their Search campaigns.
What Is AI Max for Search?
AI Max is Google’s latest innovation for Search campaigns — essentially a bundled upgrade that combines advanced targeting, dynamic creative, and deeper optimisation tools.
The goal? To help us tap into demand we might be missing, without losing control over our campaigns.
Think of it as the next evolution of Search: it goes beyond simply matching keywords to queries. Instead, it uses predictive AI to understand intent — even in complex, long-tail searches — and respond in real time with more relevant ads and better landing pages.
Why It Matters (and Why It’s Worth Testing)
We’re already seeing shifts in how people use search: queries are longer, more specific, and often more conversational — especially with tools like AI Overviews and visual search gaining traction. AI Max positions your brand to show up in these new, emerging moments, often where traditional keyword strategies would fall short.
Here’s what makes it valuable:
- Expanded reach beyond exact keywords: AI Max uses broad match and AI-driven signals (like your existing assets and landing pages) to unlock new high-intent search terms that aren’t currently captured by your keyword list.
- Smarter creative built automatically: New ad copy, headlines, and descriptions can be generated based on your website and campaign goals — and they’re optimized in real time to reflect what people are searching for.
- Improved campaign controls: With tools like brand safety filters, location-based intent targeting, and enhanced reporting, you still keep strategic oversight while letting the AI do the heavy lifting in the background.
What It Looks Like in Practice
Let’s say you’re running search ads for a fashion brand. You may be bidding on “red midi dress,” but a high-value customer might be searching for something like “best colourful dresses for summer events.” Without AI Max, you’d miss that query — but with it, your campaign can both match that search and adapt the creative to better align with what the customer is looking for.
This is where AI Max shines: helping you show up with the right message, at the right time, to the right person — even if they’re not typing your exact keyword.
Built-in Tools for Control & Transparency
We get it — handing over too much to automation can feel risky. That’s why AI Max includes features to help you maintain visibility and control:
- Brand associations: Choose which brands you want to appear alongside (or avoid).
- Geo-intent targeting: Target users not just by location, but by interest in a location, even if they’re not physically there.
- Improved reporting: See how your assets are performing across metrics like spend and conversions — not just impressions. Plus, search term visibility remains strong with new URL parameters.
Should You Use AI Max?
If you’re already running Google Search campaigns and want to:
- Capture more high-intent traffic
- Increase conversions without raising your CPA
- Stay competitive in an evolving search landscape
…then yes — we believe AI Max is worth testing. Especially for campaigns that are still focused on exact or phrase match, the potential lift is significant. Google also suggests that having a history of both DSAs and Broad match, will help lead to success in your AI Max campaigns.
At House of Performance, we’re actively helping clients and partners pilot AI Max and fine-tune their strategy. We’ll help you balance automation with control and ensure that the AI is working for you, not against you.
Final Thought: The Future of Search Is Smarter — and Faster
Search is no longer just about matching keywords — it’s about understanding what people really mean when they search, and delivering the most helpful answer, offer, or product in that moment.AI Max is Google’s biggest step yet toward that future. And with the right strategy, you can be ahead of the curve — not catching up to it.
Want help implementing or testing AI Max?
Looking to stay ahead with AI Max? House of Performance can help you activate it, interpret the results, and fine-tune your paid search strategy to keep you ahead of Google’s updates — and your competitors.
