AI Max One Year On: What Have We Learned?

In May 2025, Google announced AI Max, a brand-new feature for Search campaigns which would allow marketers to use automated search enhancements at the touch of a button.

We now find ourselves a year down the road and have been able to test AI Max across a huge range of campaigns, but the question still remains: what have we learned about AI Max, and has it helped brands drive more value from their Search campaigns?

Join us for the latest part of our webinar series as we explore real data from AI Max-powered campaigns to help you understand the role of automation in campaign management.

What is AI Max?

AI Max is a feature within Google Search campaigns which, when turned on, would provide automated enhancements and targeting to improve performance. AI Max was introduced by Google to support marketers in several ways:

• Increase conversions and value
• Improve traffic via AI-generated creatives
• Find new, incremental customers
• Get deeper insights from AI

What are the main features of AI Max?

There are three main features in AI Max which can be turned on and off:

• Search Term Matching: Drive incremental reach beyond existing keywords.
• AI Text Customisation: Create tailored messaging based on context and user search queries.
• Final URL Expansion: Send users to the most relevant landing page.

How Did We Approach AI Max

Our approach to AI Max has remained the same since its initial rollout: proceed with caution.

We observed the industry response to AI Max, collecting their concerns as well as working closely with Google to understand how the feature would change Search campaigns.

We determined where we add value by establishing key areas such as search term management, AI-generated asset optimisation and cross-channel potential with organic search.

We tested AI Max to determine the effectiveness of each of its key elements and learn how they work.

How to Design an AI Max Test

Our AI Max testing has covered a wide range of industries, brands and businesses, which has allowed us to rigorously trial each key feature of Google’s automated campaign feature. We’ve put together a 6-week AI Max testing plan to help you most efficiently understand how the feature works:

Weeks 1-2: The Learning Phase

The initial stage uses your bedding in allowance, adding negative keywords and URL exclusions intensely to allow the algorithm to stabilise.

Weeks 3-6: The Testing Phase

After the learning phase, it’s now time for active measurement. Compare ROAS, CPA and volume around targets, adapting your URLs and keywords based on performance data, not perceived relevance.

How to Make the Most of AI Max

Don’t fight the algorithms, fuel them.

The rapid expansion of AI across all marketing channels has left some advertisers fearful of adopting new technologies such as AI Max. Rather than attempting to fight against these developments, focus on finding ways of using AI Max in the best way for your business.

Don’t fixate on the perceived loss of control over your campaigns which has been associated with AI Max and instead maximise its output by fuelling the AI with the best data possible.

As searches become more in-depth and intent based, and shoppers look beyond their initial queries, brands need to be one step ahead and this is where having AI Max set up and working for your brand will be vital. Making the most of AI Max is about using data to capture richer, relevant searches. This is vital for securing high value leads and driving conversions.

Our top tips for AI Max success

Do:

• Test a range of campaigns before drawing conclusions
• Apply brand exclusions based on campaign goals
• Review keywords, ad relevance and landing pages before retesting

Don’t:

• Test AI Max on campaigns with limited room in their budget
• Continue to include poor relevance search terms
• Set and forget AI Max, continue to review performance regularly

How Else is Google Integrating AI into Search?

Google is embracing AI integrations across all aspects of search, not just through AI Max. After launching AI Overviews on search engine results pages and AI Mode to help customers search and discover with more confidence, Search ads are expanding to these features, unlocking new ad locations and billions of new searches.

As 61% of shoppers become more deliberate and personalised shopping becomes more important than ever, AI Overviews and AI Mode allow users to dig deeper, questioning search results further and asking long-tail follow-up questions.

Merchants can use AI Max to align keywords with user searches and turn on creative and final URL expansion to maximise relevance, all while appearing in more places than ever.

What’s Next? What is AI Max Shopping?

Announced in April 2026, Google is expanding AI Max to Shopping campaigns, allowing users to automate elements of their campaigns.

• Text customisation: AI Max generates ad copy for shopping ads to match more conversational queries.
• Final URL expansion: Match shoppers with the most relevant landing page.
• Optimal format selection: Automatically selects the best format, text or Shopping ads, based on what is most relevant to a shopper’s need.

AI Max Shopping is currently in closed beta, and it won’t be widely available till later this year. For now, Performance Max (PMAX) remains the best way to optimise your shopping campaigns.

Discover the Future of Paid Search with our Next Webinar

While we’ve explored the latest of Google’s AI Search advancements, the future lies beyond the Google ecosystem as Bing and Microsoft become sources of high intent traffic without the competition. Register for our next webinar – Beyond Google: The Microsoft Opportunity – and be part of the future of search today.

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