Meet AI Max, new AI features within Google Ads
Written by Jamie Schelling
Digital Marketing & AI Automation
Google Ads recently launched ‘AI Max’ for search campaigns. A new way to use artificial intelligence to make your ads smarter, more relevant and more effective. But what does that mean in concrete terms for your results? And how does this form of automation differ from the much-discussed Performance Max campaigns?
We are happy to explain what AI Max is, what it does (and doesn't) do, and what opportunities it offers businesses that want to optimise their campaigns.
What is AI Max for Search?
AI Max is a new campaign type, with an AI-driven way to optimise search ads. Google combines machine learning with real-time signals, first-party data and automatically generated ads to show your message to the right person at the right moment.
In practice, this means:
- Google uses AI to create ads based on your assets (headlines, descriptions, images).
- The tool automatically selects the best combination for each search query.
- AI takes context into account, such as location, time of day, search terms used and previous interactions.
The goal? More conversions, less wasted budget, and better performance without you having to test or optimise everything manually. Do note: AI doesn't (yet) always grasp the nuances or the customisation of your business, which means AI Max is not automatically the best choice for every marketing goal. It remains important to weigh up per situation whether this approach fits.
The difference between AI Max and Performance Max
What does AI Max mean for your campaigns?
AI Max uses AI to get the most out of your ads, without you having to experiment endlessly. What can you expect?
- Better relevance: AI tailors ad content to the exact moment of the search.
- Faster optimisation: Google tests in real time which combinations work best.
- Smart use of data: AI learns from your conversions and visitor behaviour to improve future results.
- Less manual work: Less time spent on A/B testing, more time for strategy.
Please note: as with other forms of automation, this also means you give up some control. Trusting the algorithm is important, and so is setting up your inputs properly (good headlines, clear descriptions, relevant extensions).
What are the opportunities for businesses?
For SMEs and marketers, AI Max mainly means more results with less complexity. These are the biggest opportunities:
- Learn faster about your target audience without manual analyses
- Perform better with smaller budgets thanks to smarter targeting
- Scalable advertising without setting up separate campaigns for every product or segment
- Competitive advantage by making optimal use of your own customer data
AI Max lowers the threshold for running professional search campaigns, even if you don't have a large team or extensive knowledge in-house.
Using AI in your campaigns? BE Digital will help you think it through
AI Max shows how AI concretely helps to make campaigns smarter and more effective. But to get the most out of it, you need to understand how to feed and guide the AI.
At BE Digital, we help companies use AI consciously and safely in their marketing strategy. Our own AI assistant has been specially developed to support businesses without complicated implementations and with a focus on results.
View our AI assistant or request a free BE Digital Scan to discover how you can effectively optimise your campaigns with smart use of AI.
