Google Launches AI Max: A New Era of Automated Search Advertising

In May 2025, Google announced the launch of AI Max — a new tool for search advertising in Google Ads that combines artificial intelligence with automated approaches to ad creation, targeting, and optimization. This feature set aims to significantly improve campaign performance and simplify the workflow for advertisers.

AI Max offers automatic keyword expansion, adaptive creative generation based on user intent, and final URL expansion to reach a wider range of relevant queries. The system analyzes audience behavior, leverages Google’s proprietary signals, and uses machine learning to create personalized ads in real time that better match users’ needs.

Beyond automation, AI Max includes enhanced reporting capabilities, allowing advertisers to track how individual ad elements impact campaign results. The feature is already available in beta to advertisers in multiple countries. In test campaigns, it has shown increased conversions while maintaining or reducing cost per action — a valuable result in today’s competitive environment.

Once the testing phase is complete, AI Max is expected to become one of the core tools in Google Ads, opening up new opportunities for businesses of all sizes looking to automate their advertising efforts and achieve consistent results without manually optimizing each campaign step.

What is AI Max?

AI Max is a suite of AI-powered solutions from Google designed to expand reach and uncover new opportunities to engage users through Search campaigns. According to early test results, advertisers are seeing:

• Up to +14% more conversions or reduced cost per conversion at the same CPA/ROAS
• Up to +27% performance growth for campaigns using phrase or exact match keywords

Key Features of AI Max

Search Term Matching Expansion
AI analyzes keywords, landing pages, ad copy, and URLs to serve ads for new relevant queries — while still respecting keyword priorities.

Ad Asset Optimization
The system automatically generates new headlines and descriptions using data from landing pages, keywords, and existing ad creatives. This enhances the ability to highlight unique selling points.

Final URL Expansion
Users are directed to the page on the advertiser’s site that best matches their search intent, improving relevance and increasing the likelihood of conversion.

New Controls and Analytics Options

Google has also introduced new campaign control features:

• User-intent-based geotargeting (at the ad group level)
• Inclusion/exclusion of specific brands to maintain relevance
• New URL parameters for tracking performance by match type

Updated reporting features include:

• Headline and URL-level visibility in performance reports
• Creative reports with data on spend, conversions, and other key performance indicators

Brand Success Stories

L’Oréal
+100% conversions
-31% cost per conversion
Thanks to new, more specific long-tail queries, the campaigns reached entirely new audience segments.

MyConnect (Australia)
+16% lead growth
-13% cost per conversion
+30% new queries not covered by traditional keyword targeting

What’s Next

More details about AI Max will be shared during Google Marketing Live on May 21 at 9:00 AM (PT). This event is expected to mark the beginning of broader adoption of the new search advertising features.

AI Max presents advertisers with a fundamentally new level of opportunity to scale search campaigns while retaining the flexibility and control needed to preserve brand integrity. Through deep integration of AI and automation, advertising becomes not only more effective but also more responsive to changes in consumer behavior and market conditions.

One of AI Max’s major advantages is its ability to automatically tailor ads to user intent, improving alignment between ad messaging and search queries. This doesn’t just extend reach — it helps attract high-intent users who are more likely to take action, such as making a purchase, submitting a form, or subscribing to a service. As a result, budget efficiency increases, and the risk of wasted spend is minimized.

AI Max also enables advertisers to scale their campaigns without significantly increasing manual effort. Intelligent algorithms continuously analyze data, test creative variations, and adjust strategies in real time. This is particularly valuable in fast-paced industries where the ability to respond quickly to change is crucial.

Testing AI Max’s capabilities now gives advertisers a competitive edge — allowing them to evaluate its potential and prepare for full rollout. It is highly recommended to explore and gradually incorporate AI Max features into your advertising strategy to maximize campaign effectiveness in both the mid- and long-term.

Need help setting up or adapting your strategy for AI Max? Contact us for a consultation.

This article available in Ukrainian.