Search is changing fast.
With users now searching via voice, image, and increasingly complex queries, expectations have shifted. They are not after a generic answer. They want precision, relevance, and personalisation … and they want it now.Enter: AI Max for Search.
Google’s latest Search upgrade is designed to meet this new behaviour head-on. It brings smarter matching, tailored ad copy, and landing page flexibility, and ALL in the name of better performance.
But like most good things in digital marketing, there’s a caveat: AI Max only works well if the foundations are already strong.
Here’s our advice before you go anywhere near the toggle.
1. Structure comes first
If your account is cluttered, fragmented, or running on limited budget, you won’t get the results AI Max is capable of delivering. Now is the time to:
- Consolidate low-volume ad groups
- Remove duplicate keywords
- Make sure your campaigns have enough budget to run freely
2. Sort your conversion tracking
AI Max relies on clear signals. If your tracking is inconsistent, delayed, or vague, performance will suffer.
Before switching on:
- Use Enhanced Conversions and Data-Driven Attribution
- Focus on one or two primary conversion actions
- Make sure your tags are firing correctly on key events
3. Get your landing pages in order
AI Max can send users to any relevant landing page on your site. This can be incredibly useful - or completely unhelpful, depending on what’s live.
- Review your key pages for clarity and quality
- Add URL exclusions to prevent mismatches
- Check that CTAs and copy align with your core offer
4. Use automation with boundaries
AI Max can dynamically build ad copy and choose final URLs, but that doesn’t mean letting go of all control.
We recommend:
- Reviewing Automatically Created Assets regularly
- Setting asset and URL exclusions where needed
- Using negative keywords where performance (not just relevance) says so
5. Give it time
This is not a switch-it-on-and-check-tomorrow situation. AI Max takes a couple of weeks to find its feet and a few more to start proving itself. Try not to tweak too much too soon - focus on high-level performance indicators like CPA, ROAS, and conversion volume.
So, should you use AI Max?
AI Max is brilliant if you set it up properly. It’s not a shortcut - it’s a multiplier. If your foundation is solid, it can take your Search campaigns further, faster. If your setup is shaky, it will just amplify the wobble.If you want to talk through whether it’s a fit for your account, get in touch. We are happy to help!
FAQs
Is this better than regular Search Ads?
It’s not better - it’s smarter. AI Max is an upgrade to your existing Search campaigns. It uses Google’s AI to improve how you match with user intent, personalise ad copy, and send users to more relevant landing pages. You still run Search campaigns, just with more intelligent tools layered in.
Do I need to restructure my whole account to use AI Max?
Not necessarily, but your existing campaigns should be in good shape. AI Max builds on what’s already there, so if your structure is overly segmented, budget-limited, or cluttered with duplicate keywords, it’s worth cleaning that up first.
Can I still control where my ads appear and what they say?
Yes. AI Max gives you more automation, but also new controls. You can exclude certain landing pages, block phrases from being used in copy, and review/edit automatically created assets. It’s not a free-for-all.
How does this compare with Performance Max?
Think of AI Max as Performance Max’s little sibling, but focused only on Search. You keep the structure and transparency of Search campaigns, but gain some of the automation and performance uplift you'd expect from PMax. It’s a good middle ground for advertisers who want to scale intelligently without handing over all the control.
What changes will I see after switching AI Max on?
You will likely see:
Broader matching to search terms (based on intent)
New auto-generated headlines and descriptions
Can I test AI Max before rolling it out across everything?
Yes, and you should. Start with a single campaign that’s already performing well and has room to scale.
Is there a minimum daily budget to run AI Max?
Google recommends at least £40-£50 per day to give the system enough room to learn and optimise. If your campaigns are budget-limited or only spend a few pounds a day, you likely won’t see the benefit, and may even restrict performance.
