AI Max for Search: What We’ve Learned From Testing It

Google Ads evolves at lightning speed, and AI Max for Search is the newest feature shaking things up. If you’ve ever wished broad match was a little braver (and a little smarter), this tool is exactly that. Powerful when used well. Chaotic if left to its own devices.

After spending the last few months testing it across multiple accounts, here’s what we’ve uncovered.

When AI Max for Search Works Best

AI Max isn’t a magic fix for campaigns that are already struggling. It shines when you’re scaling accounts that are already performing well and simply need more volume. Think of it as a lever that amplifies success, not repairs it.

If you’re trying to turn around poor performance, this isn’t the feature to rely on.

Setting Up AI Max for Search

The setup sits within your campaign settings and is surprisingly simple. You’ll see options similar to Performance Max, including text customisation and final URL expansion. Keep these switched off if you’re aiming for tighter control over messaging and landing pages.

Once enabled, AI Max starts expanding your reach immediately, so clarity on your guardrails is key.

Measuring for Search Performance

Visibility matters. To understand what AI Max is actually doing, head to the Keywords tab. You’ll find two essential insights:

  • Expanded Matches: the additional queries AI Max has identified

  • Landing Page Matches: traffic broken down by URL

You’ll also see AI Max appear as a match type in the search term report, making performance review far easier.

How to Optimise

Your optimisation work should focus on:

  • Adding negative keywords via the search term report (filter by AI Max)

  • Promoting converting search terms to actual keywords

  • Reviewing landing page performance and excluding URLs where necessary

If you’re experimenting with AI Max too, we’d love to hear how it’s going.