Google Ads AI Max: What It Changes in Your Search Campaigns

AI Max is a tick box inside your existing Search campaigns, and it does three things at once: it matches your ads to searches your keywords never covered, it rewrites your headlines, and it can send the click to a different page on your site. Google's own help page says advertisers who switch it on typically see 14% more conversions or conversion value at a similar CPA or ROAS.

Read the small print before you get excited. Google sources it to "Google internal data, 2025; for non-Retail advertisers." If you sell products online, that stat was not measured on accounts like yours. Here is what actually changes in the account, and which controls you keep.

What is AI Max in Google Ads?

Google calls AI Max "a comprehensive suite of targeting and creative enhancements": an optimization layer inside existing Search campaigns, not a new campaign type. You switch it on and three features start running.

Search term matching. Your ads become eligible for searches your keywords do not cover. Google's documentation describes this as broad match plus "keywordless technology" that learns from your existing keywords, ads and landing pages.

Text customization. Google writes and swaps headlines and descriptions to fit the search. This used to be called automatically created assets. Google's AI Max FAQ is blunt about how much say you have here: these assets "will fully be automated".

Final URL expansion. Google can send the click to a page on your site that fits the query better than the one you set. This is the one that surprises people.

How to turn on AI Max for Search campaigns

On a campaign you already run: open Settings inside the Campaigns menu, pick the Search campaign, select AI Max in the section menu, then toggle to opt in.

On a new campaign you do not have to do anything. Google's setup page says it in one line: "New Search campaigns have the AI Max feature turned on by default." If you built a Search campaign recently and never opened that panel, it is probably already running. Go and look.

Two dependencies live inside the setting. Google says "in order to use the Final URL expansion setting, Text customization must be selected". New page, new copy. And once final URL expansion is on, "pinned Responsive search ad assets aren't used if a more relevant URL is chosen". If you pin a headline because compliance told you to, check that it still shows.

What you still control

Turning AI Max on is not the same as handing over the account. Google's "How AI Max works" page lists the controls you keep, and they are more useful than the marketing suggests.

• Negative keywords still apply. The FAQ says it plainly: negative keywords will be respected even with AI Max turned on. Your existing block list keeps working.
• Brand inclusions and brand exclusions. You can name the exact brands your ads may appear alongside, or block specific ones.
• Locations of interest, set at ad group level, so you reach people by where they intend to go, not only where they are.
• URL inclusions and exclusions. The fence around final URL expansion. Name the pages Google may send traffic to, and the ones it may not.
• Reporting that names the mechanism. A "Search terms and landing pages from AI Max" view ties each search term to the headline and landing page that served.

That last one matters. The old complaint about Performance Max is that you cannot see what you paid for. AI Max you can audit.

The reporting you actually get

AI Max data shows up in the search terms report, the Keywords report, the asset report at campaign and ad level, and the Landing pages report.

In the Keywords report, two rows appear at the bottom: "Total: AI Max expanded matches" and "Total: AI Max landing page matches". The first is traffic from broad match keywords the system created. The second is traffic matched through your landing pages and assets, no keyword involved. That split tells you which half of the loosening is doing the work.

Open "Search terms and landing pages from AI Max" first. Google says it "lists the search terms that triggered your ads and shows the headlines, landing pages, campaigns, and ad groups that made up the full customer ad journey". One row, the whole journey. If Google wrote a headline you would never write and sent it to a page you would never pick, that is where you find out.

AI Max vs Performance Max

People keep asking which one to run, and the two are not really competing.

Here is the plain version of what Performance Max is, if you want it.

For an ecom brand the split is simple. Shopping and Performance Max carry the product traffic. Your Search campaigns carry brand defence and the non-product searches, like a category term or a problem someone is trying to solve. AI Max is a lever on that second bucket. It will not fix a Shopping account.

Your Dynamic Search Ads are being upgraded either way

There are two dates, and Google moved one of them.

From September 2026, campaigns using automatically created assets or the campaign-level broad match setting start upgrading to AI Max automatically. Dynamic Search Ads sat in that same September group until Google extended it: "we are extending the timeline for Dynamic Search Ads sunset and auto-upgrade, which will begin in February 2027."

When a DSA campaign is upgraded, all three AI Max features switch on and Google says your legacy URL controls are preserved.

If you run DSA today, this is not a decision about whether. It is about whether you migrate on your own schedule, with your own URL fences up, or on Google's.

Our AI Max review, and what we check before switching it on

I will not pretend we have a huge AI Max dataset. We do not. Our accounts are Shopping and Performance Max heavy, so AI Max touches a smaller slice of them, and in August 2026 we are testing it campaign by campaign. What we do have is the checklist we run before any setting loosens matching.

1. Fence the URLs first. Set URL exclusions on everything you do not want traffic hitting: out-of-stock pages, blog posts, the returns policy, old campaign landers. Skip this and Google will find them.
2. Load your negative keyword list properly. It still applies, so it is your main steering wheel. If your list was last touched a quarter ago, do that first.
3. Set brand exclusions. Especially if a competitor's brand name pulls a lot of cheap, useless clicks in your category.
4. Run it as an experiment, not a switch. Google ships one for exactly this: Experiments, the plus button, "Campaign features and settings", then "AI Max for Search campaigns". It splits one campaign into a control arm with the toggle off and a trial arm with it on. Because it is one campaign and not a duplicate, Google says you get results faster and avoid the usual experiment mistakes. Pick one non-brand campaign with enough conversions to read a result, and leave brand alone at the start. Google says to wait at least 2 weeks after switching AI Max on before you change anything, like adding negative keywords. Past that, let your own conversion count decide when the number means something.
5. Read "Search terms and landing pages from AI Max" weekly. It shows exactly what the loosening bought you.
6. Watch profit, not conversions. More conversions at a similar ROAS is Google's claim, and ROAS is not margin. If the extra volume comes on your thin-margin products, the account can grow and earn less.

Point 6 is the one that catches ecom brands. Google reports 14% more conversions or conversion value at a similar CPA or ROAS, from 2025 internal data on non-Retail advertisers. In a separate post about the DSA upgrade it reports "an average of 7% more conversions or conversion value at a similar CPA/ROAS when using the full feature suite", and that same sentence ends "compared to using search term matching alone". Read the ending twice. The 7% compares all three features against one of them, not AI Max against AI Max switched off. Weaker than it first looks. Both figures are Google's, both are averages across other people's accounts, and neither one knows your cost of goods.

Any setting that loosens matching has to be judged on profit per product, not on conversions per campaign. Google cannot see your margin. You can.

- The rule we run on every new setting

What Google announced next

At the one-year mark, Google announced more, and it changes the shape of the tool again.

AI Brief, powered by Gemini, lets you write guidelines the AI has to follow: what your ads should and should not say, which searches to capture or avoid, and audience guidelines. Google says it rolls out in English for Search campaigns over the coming months, then Performance Max and Shopping. If it works as described, it is the first real answer to "the AI writes my headlines and I cannot steer it".

Text disclaimers let you keep mandatory compliance wording in your ads while final URL expansion is running. Useful if you sell anything regulated.

AI Max for Shopping campaigns uses your Merchant Center feeds to build dynamic Shopping ads for conversational queries. That one lands squarely in ecom territory, and it puts your feed back at the center.

None of this is the same as your ads showing inside an AI Overview. Different surface, different rules, no opt-out and almost no reporting. We wrote that one up separately: Google Ads in AI Overviews and AI Mode.

The part that does not change

Every one of these features reads from something you own. Search matching reads your keywords and pages. Text customization reads your ads and your site. AI Max for Shopping reads your feed. Google's AI is only as good as the inputs, and the inputs are your job.

That is why our 12-point audit starts with tracking and feed health, not settings. Loose matching on a clean account finds you new customers. On a messy feed and a broken conversion tag, it just spends faster.

Scaley watches for exactly this, and we build it, so weigh that: Chris, who founded Scaley, also runs ZenoX Media, a Google Ads agency. It reads your account 24/7, flags the new search terms AI Max brought in, scores them for intent, and hands you the exclusions with the evidence attached. It writes nothing until you approve it, so switching on a Google setting never means losing the audit trail. Same job, across the whole account instead of one setting.

See what is inside, or start the free trial and let the first read-only audit tell you whether your account is ready for looser matching at all. The fee is 4% of the ad spend Scaley manages with a $199 a month floor, and the math is on the pricing page.

Where these facts come from

Everything above that Google says is quoted from Google, checked on 2026-08-20:

• About AI Max for Search campaigns - the definition, the feature list, and the 14% figure.
• How AI Max for Search campaigns works - brand controls, locations of interest, URL inclusions and exclusions, and the search terms reporting.
• AI Max FAQ - negative keywords being respected, and text customization being fully automated.
• Set up AI Max for Search campaigns - where the setting lives, and the option being selected by default on a new campaign.
• About AI Max experiments - the control and trial arms, and the claim about fewer experimentation errors.
• About reporting in AI Max for Search campaigns - the reports that carry AI Max data, the AI Max match type rows, the combined search terms and landing pages view, and the two-week wait before you start changing things.
• About Performance Max campaigns - the Performance Max channel list.
• Google's Dynamic Search Ads are upgrading to AI Max - the September 2026 and February 2027 dates, and the 7% figure.
• Steer performance with new AI Max features - AI Brief, text disclaimers, and AI Max for Shopping campaigns.

Our own numbers, like the €200M+ in revenue generated across 200+ ecom brands at ZenoX Media, come from the accounts our team runs. Chris, who founded Scaley, also runs ZenoX, so read the recommendation in this post knowing he sells both.