If you manage Google Ads in 2025, you’ve likely stared at the new “Upgrade to AI Max” recommendation and hesitated.

I don’t blame you. After the chaos of Performance Max (PMax) taking over our accounts, handing over more control to Google’s AI feels risky.

You might be asking:

  • “Is this just Performance Max 2.0?”
  • “Will this break my keyword structure?”

I’ve spent the last three months beta-testing AI Max for Search across multiple client accounts—from high-spend e-commerce brands to local service businesses. The results were not what I expected.

This guide cuts through the sales jargon to explain exactly what AI Max is, how it differs from PMax, and how to use it profitably without burning your budget.

📌 Key Takeaways

  • AI Max is an upgrade, not a campaign: It lives inside existing Search campaigns.
  • Transparency is back: You get full Search Terms Reports.
  • Keywordless search: AI matches intent using landing pages and content.
  • Control is mandatory: Negative keywords and brand exclusions are critical.
  • Best for scaling: Ideal when keyword growth plateaus.

Part 1: What Actually Is “AI Max” in Google Ads?

Featured Snippet Answer

AI Max (AI Max for Search) is not a new campaign type. It is a feature suite toggled ON within an existing Search campaign. It combines keywordless matching, generative AI ad assets, and final URL expansion to capture missed search demand. Unlike Performance Max, AI Max runs only on the Search Network and provides full search term transparency.

The “Upgrade” Analogy

Think of a standard Search campaign as a manual car—you control every gear.

Performance Max is a self-driving bus. You reach the destination, but you don’t control the route.

AI Max is autopilot. You stay in the driver’s seat, but the system accelerates and changes lanes when it spots opportunity.

Why Google Released This

Advertisers wanted automation without losing visibility. AI Max is Google’s compromise: the intelligence of PMax with the control of Search.

Part 2: The 3 Core Features of AI Max

1️⃣ Search Term Matching (Keywordless Engine)

AI Max blends Broad Match and Dynamic Search Ads logic.

The AI analyzes:

  • Your landing page content
  • Existing ad copy
  • User intent signals

Example: A commercial roofing campaign bidding on “commercial roof repair” began matching to “warehouse leak fix” and “industrial gutter replacement” without adding new keywords.

2️⃣ Asset Optimization (Generative AI Copy)

AI Max rewrites headlines in real time using Google’s Gemini model.

If a user searches “emergency plumber,” AI Max may dynamically generate:

“24/7 Emergency Plumbing”

Important: You still need strong base RSA assets.

3️⃣ Final URL Expansion

AI Max may send traffic to any indexed page on your site.

Warning: Without exclusions, traffic can land on blog posts, policy pages, or outdated content.

Part 3: AI Max vs. Performance Max

Feature Performance Max AI Max (Search)
Inventory All Google Networks Search Only
Transparency Low (Black Box) High (Search Terms)
Control Limited Full keyword & negative control
Best For E-commerce, awareness High-intent lead generation

The Cannibalization Question

Exact-match Search keywords take priority. Broad matches may compete with PMax, and the highest Ad Rank wins.

Verdict: PMax finds browsers. AI Max captures searchers.

Part 4: Case Study – Incrementality Test

Client: B2B Project Management SaaS

Test: 50/50 split between standard Search and AI Max-enabled Search

  • Impressions: +40%
  • CPA: +12% initially, then stabilized
  • Qualified leads: +18%

AI Max uncovered competitor-comparison queries we never added manually.

Part 5: How to Set Up AI Max Safely

Step 1: Sandbox Experiment

Use Experiments → Custom Experiment. Split traffic 50/50.

Step 2: Negative Keyword Firewall

  • Jobs: career, salary, hiring
  • Free: download, free, torrent
  • Support: login, password, customer service

Step 3: URL Exclusions

Exclude URLs containing:

  • /blog/
  • /policy/
  • /career/
  • /thank-you/

Step 4: Brand Exclusions

Prevent AI Max from bidding on your own brand name to force true customer acquisition.

Expert Verdict: Is AI Max Worth It?

✅ Use AI Max If:

  • You’ve maxed out keyword volume
  • You have a content-rich website
  • You operate in a niche or B2B industry

❌ Avoid AI Max If:

  • Your budget is under $1,000/month
  • You require strict regulatory compliance
  • Your conversion tracking is weak

Final Thoughts

AI Max is not the enemy. It’s the evolution of Search.

We are no longer keyword pickers—we are AI architects.

We build the fences, define the goals, and let the machine drive.

Ready to test? Start with a 50/50 experiment and let the data decide.

🚀 Need help implementing AI Max safely? Partner with AdsKong & get started

FAQs

Can I see AI Max search terms?

Yes. AI Max shows search terms in the standard Search Terms Report with a “Match Source” column.

How is this different from Broad Match?

Broad Match needs a seed keyword. AI Max can match purely from landing page content.

Will AI Max rewrite my ads?

Yes, if Asset Optimization is enabled. You can review and pin headlines if needed.