Google AI Max: Full of promise, but not without pitfalls

Currently in beta and launching globally later this month, Google AI Max brings together Google’s latest AI tools to help advertisers reach untapped queries, generate better-performing ads and drive stronger results ‒ all with minimal manual setup.

If you’ve used Performance Max before, you’ll spot some familiar functionality here, but this time, it’s built specifically for Search.

What is Google AI Max?

AI Max is Google’s new all-in-one feature for Search Campaigns. With just a few clicks, it’s designed to tap into:

Smarter matching

Goes beyond your current keywords to identify search queries you might be missing, using broad match and keywordless tech. Potentially useful — but harder to control.

Real-time creative

Dynamically creates ad headlines and descriptions tailored to user intent, with smarter asset generation and final URL expansion to send people to the “most relevant” page — though how that’s determined isn’t always clear.

Granular controls

New options like “locations of interest” and “brand controls” aim to help refine who sees your ads and where — but may take time to learn and optimise effectively.

Why it matters

Google Search is changing. It’s becoming more predictive, more visual and more exploratory. People are asking more nuanced questions — and expecting faster, more relevant answers in return. AI Max is Google’s attempt to address this shift, giving advertisers new tools to keep pace with evolving behaviours.

Early testing has shown promising results:

• Advertisers saw up to 14% more conversions at similar CPA
• Campaigns using mostly exact and phrase match saw lifts of up to 27%
• L’Oréal doubled conversion rates while cutting costs by 31%
• MyConnect increased leads by 16% and cut CPA by 13%

It’s worth noting, though, that these results come from carefully managed case studies — not necessarily representative of all use cases.

What makes AI Max different?

AI Max is all about adaptation. By learning from your assets, landing pages and goals, it attempts to find new queries, build tailored ads and show up when it matters most. 

But let’s be honest — handing over the keys to AI can feel like handing over control. Google suggests that AI Max offers greater transparency and control than PMax, including:

• Text customisation to match search intent
• Final URL expansion for smarter routing
• Brand inclusion/exclusion filters
• Search term transparency and asset performance tracking

However, just because those options exist doesn’t mean they’re always intuitive — or easy to trust without rigorous testing.

How cautious do we need to be? 

While AI Max brings some impressive features to the table, it is very new, so it’s not without its drawbacks. 

One of the biggest concerns? Control. For years, search marketers have relied on tight keyword targeting and granular control to shape performance. AI Max takes much of that out of your hands. Keywordless targeting and broad match expansion might help uncover new queries — but they also risk triggering irrelevant traffic, wasting budget and muddying performance data.

Transparency is another issue. Despite Google’s promise of more visibility, advertisers have reported limited clarity around how decisions are made, what data is being used and how assets are selected or prioritised. Search term reports are still relatively vague, and there’s a learning curve in understanding how AI Max interprets intent.

And then there’s setup. AI Max might seem like a “one-click” solution, but in reality, it needs careful monitoring, smart asset input and constant testing to really deliver. Without that, it’s easy to let performance dip ‒ or activate features you didn’t realise were live.

Also of note, industries with niche or tightly regulated messaging may find it harder to trust AI Max with brand tone or compliance, at least for now.

What do we think?

AI Max has promise. But as it stands, it’s best to take it with a generous pinch of salt. Approach it with caution, monitor closely and be prepared to step in when the AI doesn’t deliver what you need. If you’re testing it, treat it as just that: a test. And if in doubt? Start small. Trial it on a low-priority campaign to test the waters and familiarise yourself with its features, capabilities and potential pitfalls — before rolling it out to key campaigns and risking unexpected outcomes.

Want to talk Search strategy? Get in touch today and our Bournemouth marketing agency experts will help you unlock smarter targeting, better performance and more relevant search experiences.