Google AI Max: The New Kid on the Search Campaign Block (and Should You Trust It?)
Just when you thought you had finally mastered broad match and RSAs, Google throws another acronym into the mix: AI Max.
But before you roll your eyes and keep the status quo, let’s have a chat about what Google AI Max actually is, what it promises to do for your search campaigns, why marketers are divided, and whether it’s time to jump in or run for the hills.
So, what is Google AI Max?
Launched in Q2 2024 and rolling out globally through 2025, AI Max is Google’s latest search campaign subtype that uses artificial intelligence to pretty much take over your ads. We’re talking bidding, targeting, creatives, and now even headlines based on your landing page content (Google Blog).
In essence, AI Max is the love child of Performance Max and traditional Search campaigns. It leans heavily on automation but within the world of text-based search ads. The idea is to combine your search campaign’s intent signals with AI’s lightning-fast brain to serve better-performing ads, faster (Google Support).
What does AI Max actually do?
Think of AI Max as your overachieving intern who wants to do everything, build ads, write headlines, predict user intent, automate bidding, and even come up with better keyword targeting based on your conversion goals.
Specifically, AI Max:
Automatically generates and tests headlines using your landing page and website content
Adjusts bidding in real-time based on user signals
Mixes broad match with smart bidding for increased reach
Uses AI-powered targeting to go beyond your keyword list
(Search Engine Land, Strike Social)
Sounds fancy. So why are some marketers side-eyeing it?
While AI Max comes with a lot of promise, it's also stirring up a bit of controversy. Why? A few reasons:
1. Loss of control AI Max campaigns don’t allow you to add negative keywords directly. You have to contact Google support to do it. (Green Ginger Digital).
2. Transparency takes a backseat You won't see as much granularity in the reports. Like PMax, it’s all about the outcome, not necessarily the route it took to get there. For data-hungry marketers, this can feel like driving blindfolded while being told to “trust the process.”
3. Push from Google = Profit for Google? Some marketers are wary that AI Max is being pushed more for Google's benefit than ours. The automation could lead to increased ad spend without necessarily better results, especially for smaller advertisers who can’t afford to burn cash (SERoundtable).
4. Headlines from your landing page? Let’s just say that for some brands, what’s on the homepage isn’t always ad-ready. The idea of Google writing headlines based on that copy is bold (Ross P. Johnson via LinkedIn).
Should you jump on board?
Honestly? It depends.
If you’re managing high-volume campaigns and already leaning into automation (e.g. broad match + target ROAS), AI Max could be worth testing in a separate campaign with a capped budget. But if you value control, transparency, and precision targeting, AI Max might feel a bit like letting a robot DJ your wedding: it might crush it, or it might play Nickelback for the first dance.
At Dadek Digital, we don’t just jump on the latest trend because it’s shiny, we test, measure, and adapt to what actually drives results. If you’re curious about whether AI Max is the right fit for your business or want to test it without risking your entire budget, get in touch. We’ll help you sort the signal from the noise, no Nickelback included.