AI Max for Search Campaigns: How to Build Smarter SEM Ads

AI is reshaping paid search, and Google’s AI Max for Search* is its latest leap forward. Unveiled alongside updates like ads in AI Overviews during Google Marketing Live, this tool signals a major shift in how advertisers compete for high-intent searches.

With search campaigns becoming more competitive and personalized, AI Max for Search offers a smarter way to connect with audiences by matching search ads to user intent in real time and optimizing where those ads land.

But can AI Max really support your SEM campaign performance? 

In this guide, we’ll explain how AI Max for Search works, how to enable it in Google Ads, and how it compares with Search and Performance Max.

What is Google’s AI Max for Search and How Does It Work?

Designed to optimize your search ads in real time, AI Max uses Google’s AI models to tailor your ad delivery based on user intent, helping drive stronger performance toward your campaign objectives.

Here’s how AI Max makes your Google SEM campaigns smarter:

Smarter Search Term Matching

AI Max expands your reach by matching your search ads to high-intent queries, even ones outside your keyword list. While you may have carefully structured exact match or phrase match keywords, AI Max intelligently goes beyond those with broader matching based on real-time user signals.

According to Google, 75% of shopping searches are phrased broadly. That’s where AI Max thrives, capturing interest the moment curiosity strikes.

Dynamic Asset Optimization

AI Max also dynamically tailors your headlines and descriptions to better match each user’s specific search. It analyzes your landing page, assets, and ad copy, then generates text variations aligning with user intent.

Let’s say you’re selling fashion sneakers for men but didn’t include “graduation gifts” in your keyword list. Under standard Search ads, it would appear like this:

With AI Max for Search, however, your ad can still show when someone searches for “graduation gifts.” Google AI dynamically adapts your headline and description based on user intent, drawing from your existing assets to generate a more relevant version, such as:

This approach helps your ads break through clutter and appear more relevant, boosting visibility and engagement outside your defined keywords.

Benefits of AI Max for Search Campaigns

• Expanded Reach Without Bloated Keyword Lists: AI Max allows you to capture valuable search traffic you might otherwise miss. No need to expand keyword lists endlessly; AI fills the gaps intelligently.

• Personalized Ad Delivery at Scale: Your ads are automatically tailored to each searcher’s intent, delivering a more personalized experience that can drive higher engagement and conversion rates.

• Smarter Landing Page Alignment for Better Conversions: Another feature of AI Max for Search is Final URL expansion, which routes users to the most relevant page on your site based on their search.
  
  If your selected final URL is a general category page, AI Max might detect that a specific product page (like a Mother’s Day gift set) is more aligned with the query, and automatically direct traffic there.
  
  That means less friction for the user, and a quicker path to “Add to Cart” for you.

• Enhanced Controls and Transparency: Even with all this AI optimization, you still retain control. Google is rolling out improved reporting so you can see exactly which AI-generated headlines, descriptions, and landing pages are converting best.
  
  If preferred, you can opt to use your original creative assets or lock in a specific URL, keeping human management at the center of your paid search campaign.

Google recognizes that while AI enhancements unlock new capabilities, advertisers still want control over how their campaigns run. With AI Max for Search, Google strikes a balance, offering the flexibility of automation alongside the ability for human oversight and strategic optimization.

AI Max vs Performance Max

With the rollout of AI Max for Search, advertisers may wonder how this new AI enhancement differs from Google’s established Performance Max campaign type.

Here’s the short answer:

Both AI Max and Performance Max support Search, but with different scopes and specializations. AI Max is built exclusively for Search campaigns, offering advanced AI-driven optimizations tailored to search intent. While it may expand in the future, it’s currently limited to Search ads only.

In contrast, Performance Max is a broader campaign type that integrates text, image, and video ads across all of Google’s inventory, ideal for advertisers looking for multi-channel reach.

Now, let’s take a closer look at how these two approaches compare within Search. Both offer greater control and transparency, but their features and focus differ in key ways:

Feature	AI Max	Performance Max
Search Term Reporting	Detailed and source-specific: shows if terms were triggered by your keyword list or AI enhancements.	Search term reports are now available as of March 2025 for better transparency; currently in beta
Keyword Control	Full use of match types (exact, phrase, broad); AI expands matches and recommends additions.	Does not rely on traditional keyword targeting. Keywords serve as signals; Search is prioritized when matched.
Brand Safety	Inclusions can be managed at campaign and ad group level; Exclusions can be managed at campaign level	Exclusions can be managed at campaign level (branded traffic, negative keywords); and at account level (branded traffic, unsuitable terms, category exclusions, placement exclusions)
Geographic Targeting	Standard location targeting options; Also includes “Locations of interest” (physical location or search intent).	Standard location targeting options across all channels.
Landing Page Control	AI can dynamically choose the best URL or use specified or fixed URLs via Final URL expansion.	Campaign-setup URL used by default; now also supports landing page selection through asset optimization (as of 2025).

AI Max and Performance Max represent Google’s push toward AI-driven automation and smarter ad delivery. But when it comes to a Search-first strategy, AI Max is purpose-built for advertisers who:

• Want tight control over keyword targeting and ad customization
• Prioritize search intent and performance transparency
• Need to scale Search campaigns without changing campaign types

Performance Max remains the broader, multichannel solution for brands looking to maximize visibility across all Google touchpoints. But if your goal is to build smarter SEM ads focusing on SEM growth, AI Max is the way to go.

How Do I Set Up AI Max for Search Campaigns?

All set to launch an advanced Search campaign powered by Google AI? You can either activate AI Max when creating a new campaign or apply it to an existing Search campaign. Here’s how to do both:

How do I set up AI Max for a new Search campaign?

1. On your Google Ads dashboard, click on +Create, and click Campaign.
2. For the objective, select “Create a campaign without guidance”. Choose Search as the campaign type.
   • For the conversion goals, you can select whether you have an existing goal to replicate or click on Add goal if you have a new one to add. Once you’ve done this, click Continue.
3. Continue to configure your campaign settings. At the AI Max page, toggle the button to turn it on. Customize the AI Max features as follows:
   • Search term matching:
     1. Go to the Ad groups level.
     2. Select the ad group, then go to Search term matching.
     3. Toggle this option on or off as you prefer.
   • Asset optimization
     1. Under the AI Max page, go to Asset optimization.
     2. Once AI Max is activated, Text customization and Final URL expansion* will also be turned on automatically.
        • To exclude URLs:
          1. Under the URL expansion section, click Add URL exclusions.
          2. Enter the list of URLs you want AI Max to ignore when selecting landing pages. Click Apply and then Save.
        • To include preferred URLs:
          1. At the Ad group level, scroll to the AI Max section and click Add URL inclusion.
          2. Enter the URLs you want AI Max to prioritize when determining the best landing page. Click Save to apply.
4. Complete the rest of your campaign setup. Once done, review everything in the Review Campaign section, then click Publish campaign.

*If Text Customization is off, Final URL Expansion will also be deactivated.

How do I activate AI Max in my existing Google Search campaigns?

1. On your Google Ads screen, go to Campaigns.
2. Select your existing Search campaign. Hover over the campaign row, then click on the gear icon to edit the campaign settings.
3. Find the AI Max section, and toggle it on.
4. Customize your AI Max preferences (follow the steps from #3 as stated above).
5. Click Save and close the settings panel.

How do I turn off AI Max in my Search campaign?

To disable AI Max:

1. Navigate to Campaigns.
2. Choose your Search campaign that has AI Max activated. Then click on Edit settings.
3. On the AI Max section, expand this section and toggle the button off. Note that turning off AI Max will also deactivate Search Term Matching and Asset Optimization*.
4. Once you’re done, click on Save.

*If you reactivate AI Max later, your previous settings will be restored automatically.

This step-by-step guide is designed to help you breeze through the controls of AI Max. As this technology develops, being at the forefront is your key to better performance with Google’s AI.

AI Max FAQs: What Advertisers Ask

Step Forward with More of Google AI Innovation

Yet another notable evolution in Google’s paid advertising ecosystem, AI Max for Search combines AI’s advancements while still keeping advertisers in control. It builds on the familiar foundation of Search campaigns but with smarter tools that adapt faster and scale results across broader, higher-intent audiences.

As Google AI continues to reshape different aspects of search in response to changing user behaviors, now’s the time to explore what AI Max can do for your SEM strategy. 

Got questions or ready to explore how AI-powered advertising can accelerate your results? Contact us to learn how to make AI and paid media work for your brand.

*AI Max for Search is expected to roll out to all advertisers by early Q3 2025. For details on availability for your account, please consult your agency or Google Ads representative.