On the 6th May 2025, Google announced the launch of AI Max for Search campaigns, with the promise of taking your Search campaigns ‘to the next level’. The AI in AI Max enables Google to become a ‘more exploratory and multimodal’ discovery engine, moving beyond matching queries to predicting what users might need next, so that they can deliver relevant ads in newly created moments and contexts.
Their newly introduced AI Max for Search campaigns is a ‘suite of targeting and creative enhancements’ promising ‘14% more conversions or conversion value at a similar CPA/ROAS’. It includes features such as search term matching, which boasts ‘keywordless technology’, although what it doesn’t state is the potential perils of this avenue which need to be considered carefully before hitting the button!
This is because going keywordless means relinquishing control, allowing it to predict what’s important to your business which can unleash chaos such as automatically updating ads and throwing your carefully crafted strategy out of the window. In the same way in which Performance Max technology has taken a while to settle, we’re approaching AI Max with caution and would advise a conversation before taking action.
What is positive, is the news that they’re rolling out reporting improvements to both Search and Performance Max. These give a clearer view of customer ad journeys, monitoring clicks and what drives users to a page alongside how assets are performing against your KPI’s.
If you’d like to explore using AI Max for search let’s talk.