Google rolls out AI Max for Search globally

Google has rolled out AI Max for Search ad campaigns to all advertisers. The new feature uses Google AI to match keywords, create text assets, and expand targeting. In March, Google expanded the Beta feature to include more advertisers.

AI Max for Search is now available in beta globally. According to the company, the tool can be accessed "across Google Ads, Google Ads Editor, Search Ads 360, and through the Google Ads API."

For years, search advertising has been built around keywords. However, this model no longer reflects how people search today. Modern search behavior involves using large language models (LLMs) to interpret the context, history, and meaning behind a query.

AI Max for Search is Google’s response to this shift in user behavior. The company aims to move toward intent-based advertising by using AI to go beyond keywords. It’s about understanding what users mean and not only what they type. Rather than matching exact terms, AI Max leverages LLMs to interpret user queries and display ads that align with the user’s intent, even when no direct keyword is present.

What is AI Max for Search?

AI Max for Search is a one-click suite that brings Google’s AI tools directly into existing Search ads. The goal is to enable advertisers to reach more relevant search queries, adapt their creative automatically, and fine-tune campaign performance without losing the control and transparency they’re used to.

The tool combines multiple AI-powered capabilities such as keyword expansion, creative asset generation, and new precision controls into a single experience.

AI Max introduces a keywordless targeting approach to Search-only campaigns, borrowing from the strategy used in Performance Max. While Performance Max uses AI to run campaigns across multiple Google platforms, including YouTube, Display, Search, and Discover, advertisers were previously limited to keyword lists or limited automation.

According to Google, AI Max addresses this limitation. It uses LLMs to semantically match ads with a user's intent, even if the search query doesn't precisely align with the advertiser’s chosen keywords. For example, if someone searches for “shoes for outdoor weddings,” and the advertiser is targeting “wedding shoes” or “formal footwear,” AI Max can still deliver the ad based on contextual understanding.

How AI Max can enable advertisers to reach more relevant search queries  

AI Max enables search term matching to access advertisers’ assets and provide the best searches for brands. Instead of relying solely on exact or phrase match keywords, AI Max uses broad match and keywordless targeting to surface search queries that campaigns would otherwise miss.

Google AI studies existing keywords, ad copy, and landing page content. Based on that, it learns what the ads are about and shows them to users searching for related terms. This includes terms that don't directly match advertisers’ keywords. Google claims AI Max matches intent more intelligently and adapts the creative to fit the user’s query.

AI Max supports creative tools built into the campaign setup 

Under the newly organized asset optimization panel, AI Max will enable advertisers to generate text assets like headlines and descriptions. This feature, formerly known as “automatically created assets,” uses advertisers’ content such as site pages, ad copy, and keywords to create ad components.

The tool can generate new headlines and descriptions using existing ads, keywords, and landing page content. Google says that with AI Max for Search, advertisers don’t have to write their texts for ad campaigns from scratch. Instead, Google’s AI does the heavy lifting and tailors the copy to match user queries. Advertisers have the option to remove assets that don’t align with their brand tone or goals.

Precision controls for brand safety

Google says AI Max includes new precision tools. "Location of interest" targeting now allows ad groups to target users based on geographical intent, not just physical location. For example, a hotel brand could reach users searching for properties in New York even if they’re browsing from another state.

Additionally, brand controls let advertisers specify the brands they want their ads to appear alongside or block them entirely. These settings are available at both the campaign and ad group levels, giving marketers granular control over brand safety and relevance.

No more manual keyword multiplication

Before tools like AI Max, advertisers had to manually create every possible keyword combination to ensure their ads appeared in search results. Now, Google says advertisers only need to enter their core services and locations. The system understands how these elements relate to each other, anticipates how users might search for them and serves ads accordingly.

Reporting insights and URL tracking

Google has also introduced a new URL parameter that tracks search terms across all match types. This will let advertisers analyze what’s driving clicks and adjust landing pages or campaign strategy accordingly.

Reporting improvements are also rolling out for both AI Max and Performance Max campaigns. Advertisers can now see headlines and URLs in the search terms report, allowing them to understand how users interact with their ads.

Advertisers will also get more granular insights into how assets perform against metrics like spend and conversions, not just impressions. For advertisers who want more control over user experience, AI Max includes URL parameters for real-time landing page optimization and tracking.

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