Google’s AI Max Expands Search Campaigns Beyond Keywords

In search advertising, it’s no longer just about exact keyword matches, but about understanding the true intent of the user. This applies even to complex or unclear searches. For e-commerce sites, this means more relevant opportunities to reach customers, better visibility, and more precise connections between what people are searching for and what you’re selling.

According to Google, this innovation has the potential to deliver an average of 14% more conversions or higher conversion value at similar CPA or ROAS. Campaigns that still primarily use exact or phrase match may see up to a 27% performance increase after activating AI Max. This represents a significant opportunity, especially for advertisers who haven’t yet started using broad match or keywordless targeting.

AI Max is not yet available to all advertisers. Google announced that global beta testing will begin on 27 May 2025, with full Google Ads API support expected in August 2025. If you want to be among the first to try the innovation, it’s recommended to contact your Google Ads representative or follow official Google announcements.

Key Benefits and Features of AI Max

Greater Reach Through Intelligent Search

AI Max uses broad match and keywordless technology to find powerful and relevant queries that you wouldn’t otherwise reach. It learns from your existing assets (headlines, URLs, landing pages) and displays ads for new searches with high potential.

Dynamic Creative Optimisation

Within the asset optimisation panel, AI Max automatically generates and adapts ad texts (headlines, descriptions) based on the content of your pages and campaigns. Enhanced calls to action and final URL extensions ensure that users land on the most relevant subpage.

More Detailed Control and Transparency

Prepare for new configuration options at both brand and geographic location levels (e.g., locations of interest). New URL parameters will allow you to track performance in detail, even with expanded match types. Enhanced reports show not only impressions but also the impact of individual assets on budget and conversions.

How to Use AI Max for Search Campaigns?

This innovation will help you target ads more precisely, present your products more effectively, and achieve better results. All without losing control over how your campaigns work.

Google is thus moving search towards a model that anticipates user intent and responds to it in real time.

If you operate an e-commerce site and rely on search advertising, this new feature could significantly improve your results. Review your campaigns, evaluate your use of match types, and prepare to test AI Max as soon as it becomes available.