Google Ads Launches AI Max — Here’s What You Should Know (And Watch Out For)

Google just rolled out something called AI Max for Search campaigns — and, as expected, the PPC world has a lot to say.

On the surface, Google’s pitching AI Max as a performance-boosting, optional setting. But for many advertisers, the announcement raised more questions than answers. Is this another shiny tool with real potential — or a subtle shift toward less control, more automation?

Let’s break it down.

 

What Is AI Max?

According to former Googler Jyll Saskin Gales (who spoke directly with the product team), AI Max isn’t a revolution — it’s a repackage.

Here’s what it includes:

• Expanded query matching
• Final URL expansion
• Text asset customization

…Plus some new small things like increased transparency and ad group-level location intent settings.

 

Gales was quick to clarify a common misconception:

“AI Max is not a new campaign type. It’s not a new match type. And a lot of it already exists — it’s just bundled differently.”

Translation: It’s more like a toggle that lets Google take more liberties with your targeting and creative.

 

Key Features (And What to Watch For)

Chris Ridley (Head of Paid Media at Evoluted) summarized it well:

• Optional keywordless targeting
• Ad-group level location targeting
• Brand inclusion/exclusion
• Dynamic text customization (previously “automatically created assets”)

 

But he also dropped an important reminder:

“Check your campaign settings very closely to ensure AI Max isn’t switched on without your knowledge.”

 

Google says AI Max is opt-in — and according to Ads Liaison Ginny Marvin, you can opt out of features like:

• Final URL expansion
• Text customization
• Expanded matching (at the ad group level)

 

So yes, there’s some control. But if you’ve been burned by default settings before… double-check.

 

 

Where Advertisers Are Split: Control vs. Convenience

The biggest tension point? Creative and targeting control.

Georgi Zayakov didn’t sugarcoat it:

“Rather a nay… I’m skeptical how the keywordless part will work.”

And I tend to agree with him. I’ve seen how Google pulls keywords I don’t want to target at all from the website content. I’ve also seen how Google uses reviews in the ads, and sometimes uses bad review texts. So dull automation here might do more harm than good.

 

Adrienne Shaver, who works in heavily regulated verticals like healthcare, pointed to the compliance risk:

“Automation and reach potential are exciting — but brand safety and control limitations give me pause.”

And she’s not wrong. In industries where every word matters, giving Google more freedom can mean more headaches.

 

Is There Strategic Value?

For the right accounts, maybe.

Menachem Ani (JXT Group), part of the beta, saw promise in keywordless expansion — especially for campaigns that have already maxed out current reach:

“It won’t change match types, but it will layer on keywordless expansion — kind of like audience expansion.”

 

Navah Hopkins (Optmyzr) made a good point:

E-commerce marketers might benefit more than lead-gen folks. Her take?

“If you’re in ecommerce, test it. If you’re in lead gen, think carefully about whether you can handle the extra volume AI Max could drive.”

And yes — DSA campaigns aren’t going anywhere (for now). So, you can use them to expand your reach in a more controlled way.

You have to understand that Google’s strategy is to monetize every search. But not every search. brings value to you. You might get a lot more clicks, but can you sell to that traffic?

 

Naming Confusion

Let’s be real — “AI Max” isn’t the clearest name.

Greg Finn nailed what a lot of us are thinking:

“No, keywords aren’t dead. But we all know they will be.”

 

And about the name:

“AI Max vs. Performance Max? It’s confusing. This is a Shopify/Spotify situation waiting to happen.”

He even offered some better names: AIQ, IntentMatch AI, anything but “Max again.”

Hard to argue with that.

 

 

My Thoughts: Curious? Yes. Careful? Absolutely.

AI Max is another step in Google’s long-term push toward automation. Some advertisers are excited about creative scale and reach. Others are worried about losing control and clarity.

Both reactions are valid.

Right now, we don’t have enough real-world data to say whether this is a game-changer or just a new coat of paint. But one thing is clear: this isn’t something to blindly enable.

Test it. Monitor it. And if it messes with performance, turn it off.

As Jyll Gales said:

“Google is bringing advertisers more control and transparency — not less. But we’re all going to figure this out together.”

Until then, keep your hands on the wheel.