What Are AI Max Campaigns in Google Search?
Google is rolling out a new way to run Search campaigns: AI Max. It’s designed to make campaign management easier for advertisers—especially those with limited time or limited experience—by letting Google’s AI handle almost everything.
But what exactly is AI Max? And is it right for your business?
Let’s break it down.
What Is an AI Max Campaign?
AI Max is a new Search campaign type that automates nearly every aspect of campaign setup and optimization using Google’s latest AI models. It’s different from standard or even Smart campaigns because it takes automation further:
Google handles keyword targeting (based on your website and assets)
Google writes your ad headlines and descriptions
Google adjusts your bids using Smart Bidding
Google selects the landing pages if you're opted into the final URL expansion feature
You provide a few key inputs (like your website, ad goals, and budget), and Google does the rest.
What Makes AI Max Different?
Unlike traditional Search campaigns, you won’t manually select keywords, write each ad, or build ad groups from scratch. Google uses its understanding of your website and business goals to:
Auto-generate queries based on what people are searching for
Serve AI-generated ad creatives to match that intent
Optimize bids in real time to maximize performance
It’s a lot like Performance Max for Search.
What Do You Need to Provide?
While AI Max automates a lot, you still have control over some core components:
Business website URL (so Google can crawl and learn from your site)
Conversion goals (sales, leads, calls, etc.)
Budget and target CPA or ROAS, if desired
Creative assets (optional, but helpful)
Headline/description preferences, if you want to guide messaging
Who Is AI Max Best For?
AI Max is ideal for:
Small businesses without dedicated marketing teams
Time-constrained advertisers who want performance without micromanagement
New advertisers testing Google Search for the first time
It may not be ideal for:
Advanced marketers who need detailed control over keywords and ad copy
Brands with strict compliance or messaging guidelines
Niche verticals where broad targeting could backfire
Pros and Cons of AI Max Campaigns
Pros:
Fast and easy setup
Minimal ongoing management required
Smart use of Google AI for search intent
Continuous performance optimization
Cons:
Less transparency (you don’t see or control keywords directly)
Limited control over ad copy
Can result in poor matches without strong website content
Final Thoughts
AI Max is Google’s latest step toward fully automated advertising. It offers an easier path to performance—especially for advertisers with limited time or expertise. But like all automation, it works best when paired with clean conversion tracking, strong website content, and clear business goals.
If you’re just getting started with Google Search ads, AI Max can be a great first step. If you need full control over every detail, you may want to stick with standard Search or Performance Max for now.
Want help deciding if AI Max is right for you? We’d be happy to take a look.