Unlock next-level performance with AI Max for Search campaigns

AI is unleashing the full potential of Google Search by enabling it to become more exploratory and multimodal. It’s transforming into an even more helpful engine for discovery and decision-making, with AI-powered responses in AI Overviews and the ability to search what you see with Google Lens.

As Google Search makes finding what you need even more effortless, opportunities to grow your business expand. We’re moving beyond simply matching to users’ queries — even on the most nuanced and complex questions — to predicting what they might need next. This ability to capture richer signals of intent means we can also deliver relevant ads in new moments and contexts that didn’t exist before.

To help you maximize performance now, and get your campaigns ready for the ever-evolving Search experiences of tomorrow, it’s key to adopt the latest AI-powered ads solutions. That’s why we’re introducing a new, one-click feature suite — AI Max for Search campaigns.

Rolling out to all advertisers globally in beta starting later this month, this suite of targeting and creative enhancements brings the best of Google AI to your Search campaigns. You can power up your performance by expanding your reach into new queries that you weren’t accessing before — all while getting the granular controls and reporting transparency you need. The data already shows that advertisers that activate AI Max in Search campaigns will typically see 14% more conversions or conversion value at a similar CPA/ROAS. For campaigns that are still mostly using exact and phrase keywords, the typical uplift is even higher at 27%. ¹

Expand your reach and discover new customers

With search term matching, you can expand upon your existing keywords using broad match and keywordless technology to find more relevant and high-performing search queries — queries and conversions that you’d otherwise miss. Google AI will learn from your current keywords, creative assets and URLs to help you show up on more relevant searches. The way your keywords and keywordless matches are prioritized in serving works the same as it does today in Search and Performance Max campaigns.

Deliver the most relevant ad across surfaces

Showing up in new, relevant searches means that your creative needs to adapt to match emerging intent in real time.

Under the “asset optimization” panel in AI Max for Search campaigns, text customization — formerly known as “automatically created assets” — helps you easily generate new text assets, like headlines and descriptions, based on your landing page, ads and keywords. And, our ability to generate assets that feature clear calls-to-action and unique selling points has improved. Pair this with final URL expansion to send users to the most relevant pages on your website.

To maximize results, combine all the features in AI Max together to precisely capture new intent and show users relevant content that aligns with their interests. For example, imagine you own an apparel brand and want to promote a new summer line. If someone searches for “colorful midi dresses for spring and summer”, your campaign with only exact match keywords like “red midi dress” would’ve missed them. And even if you had it as a broad match keyword, AI Max can ensure your ad stays relevant by intelligently adapting your ad content to match the query.

Advertisers like L'Oréal and MyConnect are already seeing stronger results by activating AI Max in their Search campaigns.

L'Oréal, a global leader in beauty, saw incremental performance by using AI Max to find new search opportunities and boost ad relevance in their Search campaigns — with a 2X higher conversion rate at a 31% lower cost-per-conversion. Specifically, they were able to unlock more conversions from net-new search queries like “what is the best cream for facial dark spots?” by turning on search term matching in AI Max.

MyConnect, an Australia-based utility connection service company, was already using AI-powered Search features like target ROAS bidding and broad match. Still, they were able to build on this to drive 16% more leads at a 13% lower cost-per-action by turning on AI Max in their Search campaigns. Notably, they saw a 30% increase in conversions specifically from net-new queries. Based on the impressive results, they’ve decided to expand AI Max to more Search campaigns.

Optimize your campaigns with enhanced controls and deeper insights

AI Max comes with new controls that give you the precision you previously used keywords for. Exclusively in AI Max for Search campaigns, locations of interest helps you reach specific customers based on their geographical intent at the ad group level. And with brand controls at both the campaign and ad group level, you can specify the exact brands you want your ads to be associated with, or prevent your ads from appearing alongside specific brands.

A new URL parameter gives you greater visibility into search terms across all match types, so you can optimize your landing pages in real time and maintain detailed tracking as you expand your targeting.

We’re also rolling out reporting improvements to both Search and Performance Max over the next few weeks. Headlines and URLs in the search terms report give you a clearer view into customer ad journeys. And improved asset reports show you how your assets are performing against KPIs like spend and conversions, not just impressions. You’ll have the option to remove any generated assets with asset removals, or specify where you'd like to send your customers with URL controls.

For more updates on AI Max for Search campaigns and other Google Ads innovations, tune into this year’s Google Marketing Live on Wednesday, May 21 at 9 a.m. PT. Register now for the virtual livestream.