Google debuts AI Max for Search campaigns to target new customer intents in evolving search landscape

Google is rolling out AI Max for Search campaigns, a comprehensive feature suite designed to help advertisers adapt to the increasingly complex and AI-driven landscape of online search. As generative AI transforms how users interact with search engines, Google is offering this new tool to expand keyword reach, tailor ad content in real time, and provide deeper insights into ad performance — all with minimal manual input from marketers.

The centerpiece of AI Max is its ability to intelligently expand keyword targeting beyond exact and phrase matches, incorporating Google’s evolving understanding of user intent. This allows advertisers to capture traffic from emerging queries they may not have predicted. Google claims early adopters of AI Max have seen performance gains, with typical improvements including a 14% boost in conversions or conversion value, and up to 27% gains for those previously relying mainly on exact and phrase match types.

AI Max also includes enhanced creative tools under its “asset optimization” panel. These tools automatically generate new ad components — such as headlines and descriptions — based on existing assets like landing pages and keywords. This enables campaigns to dynamically align with user searches and maintain relevance across a wider array of queries. The feature known as “final URL expansion” ensures users are directed to the most contextually appropriate page on an advertiser’s website.

Advertisers like L’Oréal and MyConnect have already reported tangible results from adopting AI Max. L’Oréal Chile noted a 2X higher conversion rate at a 31% lower cost-per-conversion, while MyConnect saw a 16% increase in leads and 30% more conversions from previously untapped search queries.

To enhance precision, Google is integrating location-of-interest targeting at the ad group level, as well as brand controls that let advertisers manage brand associations across campaigns. A new URL parameter also provides expanded visibility into search term performance across all match types, enabling real-time landing page optimization.

Google plans to roll out reporting improvements in both Search and Performance Max campaigns, including clearer breakdowns of headlines, URLs, spend, and conversions. Marketers will also have control over generated assets and destination URLs, allowing for better management of campaign relevance and user flow.

While AI Max represents a move toward increasingly automated and predictive advertising, it also underscores a broader industry shift: marketers are being asked to rely more on machine learning systems to interpret intent and deliver content accordingly. This reflects not just a technical evolution but a strategic one — where success hinges on how well automation can align with human intent in an AI-first search ecosystem.