Google is continuing its rapid expansion of AI-driven features across its suite of products, and paid search is no exception. One of the newest additions is AI Max for Search, an opt-in enhancement for search campaigns designed to improve performance by using AI to deliver more conversions at a lower cost per click.

What is AI Max for search?

AI Max is a toggleable feature that integrates advanced machine learning into your search campaigns. What’s interesting about this feature is that it is not a new net product or campaign type, but rather, an opt in that unlocks a suite of capabilities that aim to enhance targeting, messaging, and landing page relevance in your search campaigns. It will also provide far more flexibility than we’ve seen from Performance Max, including location control at the ad group level.

Key features include:

• Search Term Matching: More intelligent interpretation and matching of search queries. This differs from Performance max as it leans into Broad match and keyword intents vs search themes.
• Text Customization: Tailored ad copy variations to better align with user intent. Integration of dynamic search headlines and copy utilizing content and landing pages to guide relevancy – almost like DSA in RSAs for instance.
• Final URL Expansion: Dynamically directs users to the most relevant landing page—now with exclusion controls for greater customization. A feature that Performance Max also currently offers. Note that this feature as well as text customization puts more emphasis on the quality of advertiser’s content both on the web and on their site.

Why marketers should pay attention

We all know Search marketing has been evolving for some time now, and the ongoing debate of if Search will in fact move to a keyword less future. With AI Max, while Google is not removing keywords all together their shifting toward matching intent without keywords and the continued push for Broad match make it all the more critical for marketers to stay ahead of automation trends. Despite the rise of new tools and AI platforms, Google remains the top search engine across all generations (eMarketer, April 2025), so while marketers should continue to plan for additional search engine and platform immersion, skipping out on adopting Google enhancements will come at a price.

How do we think this impacts the Google ecosystem overall?

With tools like Performance Max, Demand Gen, and AI Overviews (AIO) keeping users on the SERP to glean information, Google has been and will continue to create a more layered and complex advertising environment. AI Max adds another layer—but also offers powerful performance benefits in the world of Search and likely a new mechanism to boost Google’s paid advertising efforts within and around AIO to power content against user intent.

How do we know if it’s worth it? 

We don’t know much yet, but it feels low risk at least in how it’s being positioned so far. While still in early closed BETA, Google has released case studies showing strong improvements in campaign results in lieu of more conversions at greater efficiency, making this an opportunity worth exploring when it does roll out.

With the global rollout planned for June 2025, now is the time to start learning how to tailor these features to your campaign goals. Given this is an opt in feature, and customizable down to the feature level – it’s worth a shot and we imagine that with Google’s continued shifts into AI that it will become best practice in no time. Ask your DAC team and Google rep about early access and customization strategies to learn more.

Learn more on Google’s official blog