Google has introduced AI Max for Search campaigns, a comprehensive suite of targeting and creative enhancements powered by Google AI. Rolling out globally in beta later this month, this one-click feature aims to take Search campaigns to the next level by expanding reach and discovering new customers.
Driving Stronger Performance with AI
According to Google, advertisers activating AI Max in Search campaigns typically see 14% more conversions or conversion value at a similar CPA/ROAS. For campaigns primarily using exact and phrase keywords, the typical uplift is even higher at 27%.
AI Max helps advertisers capitalize on the evolution of Google Search, which is becoming more exploratory and multimodal with AI-powered responses in AI Overviews and visual search capabilities through Google Lens.
Key Features of AI Max
The new suite includes three core capabilities:
1. Search Term Matching
This feature expands upon existing keywords using broad match and keywordless technology to find more relevant high-performing search queries. Google AI learns from current keywords, creative assets, and URLs to help advertisers show up on more relevant searches, while maintaining the same keyword prioritization system used in Search and Performance Max campaigns.
2. Deliver Relevant Ads Across Surfaces
The "asset optimization" panel features text customization (formerly "automatically created assets") that generates new headlines and descriptions based on landing pages, ads, and keywords. Google has improved its ability to generate assets with clear calls-to-action and unique selling points.
3. Final URL Expansion
This sends users to the most relevant pages on advertisers' websites, enhancing the relevance of landing pages to search queries.
Enhanced Controls and Deeper Insights
AI Max also introduces new controls that provide the precision previously achieved through keywords:
- Locations of interest - Reach specific customers based on geographical intent at the ad group level
- Brand controls - Specify exact brands to associate with ads or prevent ads from appearing alongside specific brands
- New URL parameter - Provides greater visibility into search terms across all match types for optimizing landing pages in real time
Coming reporting improvements include headlines and URLs in the search terms report and enhanced asset reports showing performance against KPIs like spend and conversions, not just impressions. Advertisers will have options to remove generated assets or specify where to send customers with URL controls.
Real-World Results
Major brands are already seeing positive outcomes with AI Max:
L'Oréal achieved a 2X higher conversion rate at a 31% lower cost-per-conversion by using AI Max to find new search opportunities and boost ad relevance. They unlocked more conversions from net-new search queries like "what is the best cream for facial dark spots?" through search term matching.
MyConnect, an Australia-based utility connection service company, drove 16% more leads at a 13% lower cost-per-action despite already using AI-powered Search features like target ROAS bidding and broad match. They saw a 30% increase in conversions specifically from net-new queries.
For more updates on AI Max for Search campaigns and other Google Ads innovations, Google will be hosting Google Marketing Live on Wednesday, May 21 at 9 a.m. PT.
