Google is adding more and more automation to search campaigns. With AI Max, the system partly decides for itself which searches your ads appear on. It also helps write your ad copy. Your keywords remain in place, but they are no longer the only boundary.
That sounds useful, but it also requires trust. You hand over part of the control. In this article you will learn what AI Max does, when it is a good fit and how to test it safely.
What is AI Max and what does it do?
AI Max is a set of features that you switch on within an existing search campaign. You do not create a new campaign type. Google uses your website, your ads and your keywords as a starting point. It then looks for opportunities on its own.
The main components are:
- Broader search terms: your ads can appear for searches that are not in your keyword list. A search term is the text someone actually types into Google. It is similar to broad match, the wide keyword type where Google also includes related searches.
- Text customisation: Google can adjust or supplement headlines and descriptions based on your website and your existing ads.
- Final URL expansion: Google can send visitors to a different page on your site from the one you chose yourself. The system picks the page that seems to match the search best.
You can switch off components such as text customisation and final URL expansion separately. You can also set limits, for example around brands and locations. The exact options change regularly, so always check your own account to see what is available.
Why would you want to try it?
Nobody can think of every search a customer might make. People phrase their questions in a hundred different ways. With keywords alone, you miss part of that demand.
AI Max can fill those gaps. It can bring extra conversions from searches you had not thought of. A conversion is a desired action, such as an enquiry, a phone call or a purchase.
The effect is usually greatest in accounts with many different products or services. In those, it is almost impossible to cover every variant by hand. It can also save work if you spend a lot of time expanding keyword lists.
When does AI Max fit and when does it not?
AI Max works best when the system can learn well. That means your measurement needs to be in order. Google optimises for the conversions you report. If you pass on the wrong signal, it learns the wrong lesson.
It is usually a good fit for you if:
- your campaign already delivers conversions steadily, as a rule of thumb at least a few dozen per month;
- your conversion tracking is accurate and says something real about the value of a lead or sale;
- your website is clear and up to date, with good pages for each product or service;
- you are willing to review search terms and ad copy regularly.
Be careful if you have a small budget or few conversions per month. The system then has too little data to learn from. The same applies if you barely know which enquiries are truly valuable. Improving your measurement first will deliver more than switching on a new feature.
Which risks should you know about?
More reach is not always better reach. The biggest risks are easy to identify.
First, your ads may appear for search terms that do not fit. Think of searchers who mean something else, or people who could never become customers. That costs budget without results.
Second, your ads will contain copy that you did not write yourself. It may be accurate, but it can also be too generic or not quite in your tone of voice. Sometimes it contains a promise you cannot keep. For sectors with strict rules, such as healthcare or financial services, this is particularly sensitive.
Third, the system can optimise for the wrong things. Does your campaign also count small actions, such as a page visit or opening a chat window? Then AI Max can collect plenty of those actions. You will see impressive figures but few real customers.
Finally, you lose some visibility. It is harder to see why an ad appeared for a particular search. That makes monitoring all the more important.
How to test AI Max step by step
Do not switch on AI Max everywhere at once. Test it in a controlled way so that you can see what it really does. Here is a simple approach:
- Check your measurement. Make sure your conversions are accurate and that the most important actions carry more weight than minor ones.
- Choose one campaign. Pick a campaign with good conversion data and a clear goal.
- Set limits. Switch off components you are not ready for yet, such as text customisation. Use the available options for brands and locations.
- Test alongside your current setup. Use the experiment feature in Google Ads if it is available. That way you compare fairly with the existing situation.
- Review search terms weekly. Exclude search terms that do not fit using negative keywords. These are words you do not want to appear for.
- Read the generated copy. Remove anything that is inaccurate or does not suit your brand.
- Compare after a month. Look at the cost per enquiry and the quality of the leads, and set that against your other campaigns.
Do give the system enough time. In the first weeks it is often still learning, so do not judge it after three days. Equally, do not wait so long that your budget drains away without results.
A practical example
Imagine you run an installation company offering solar panels, heat pumps and charging points. Your search campaign for heat pumps is performing well, with a steady flow of enquiries. Your keyword list is long, but not complete.
You switch on AI Max in that campaign only. You leave text customisation off at first, so that you see only the effect on search terms. After a week you review the search terms report. You see new searches that do fit, such as questions about subsidies and about replacing a central heating boiler. But there are also searches about maintaining an existing installation, which is not a service you offer.
You exclude those search terms and keep adjusting every week. After a month you compare the cost per enquiry with your other campaigns. You also check whether the new enquiries lead to a quote just as often. Only then do you decide whether to switch on text customisation and whether to test AI Max in other campaigns.
This way you stay in control. You use the power of the system, but you decide the direction.
Frequently asked questions
Do I still need keywords with AI Max?
Yes. Your keywords remain the starting point. Google uses them, together with your website and ads, to decide where else to look. Good keywords and negative keywords therefore remain important.
Can I check the copy that Google creates?
You can see which copy has been generated automatically, and you can remove it. You can also switch text customisation off entirely. It is wise to review the copy regularly, especially in the first weeks.
Is AI Max a sensible choice for a small budget?
Usually not as a first step. With few conversions, the system has too little data to learn from. First make sure you have good measurement and a stable campaign. Then test AI Max on a small scale.
Book a free 30-minute introductory call
Are you unsure whether AI Max suits your account? Or do you want to know whether your measurement is good enough to test it safely? Adventio Marketing in Amersfoort would be happy to review it with you.
In a free 30-minute introductory call, we will discuss your current campaigns and your goals. You will hear honestly where the opportunities lie and where you are better off waiting a little longer. Get in touch with us and book your call.
