What Is AI Max in Google Search Ads?

Google has introduced a new feature inside its Search Ads platform called AI Max, and it could be a real game changer for anyone running paid campaigns. 

It uses artificial intelligence to personalise both your ad copy and the landing page experience based on what someone is actually searching for.

If your Search ads have ever felt a bit too broad, or your landing pages haven’t quite matched user intent, AI Max is designed to solve that.

In this post, we’ll walk you through what AI Max does, how to switch it on, and why it’s already producing great results in early campaigns. We’ll also share tips to help you get the most from it.

In one of our tests, a client saw a 22% uplift in click-through rate within two weeks, without increasing their ad spend.

What is AI Max?

AI Max is a new setting within Google Search Ads that uses artificial intelligence to personalise your ad content and send people to the most relevant page on your website.

It uses text from your site to dynamically tailor the ad copy and match users with the right landing page based on their intent. Essentially, it helps deliver a more targeted and meaningful ad experience.

How can using AI Max increase improve your Search Ads performance?

Better personalization

Ads feel more relevant because the messaging adapts to what the user is searching for

Improved conversion paths

AI Max sends people to the page on your site that’s most likely to convert, based on their behaviour and search intent

Time saving

Instead of manually creating ad variations or landing page rules, AI Max works with what’s already on your website

Based on our tests, campaigns with AI Max have seen up to a 28% increase in on-site engagement and a noticeable drop in cost per conversion.

Here’s what the AI Max setting looks like inside your Google Ads setup:

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You’ll notice two main features:

Text Customisation

Pulls content from your website and landing pages to create more relevant adsFinal

URL Expansion

Sends traffic to the most appropriate page based on what the person is actually looking for

Here are a few ways businesses are already putting AI Max to use:

1. Online retailers can show more specific product ads and automatically direct users to the best matching product page
2. Service providers can tailor their ad content and send leads to the most relevant service page, without needing extra rules
3. Event venues can automatically promote seasonal offers or packages depending on the user’s search
   
4. Marketing consultants can vary what’s shown depending on whether someone’s looking for help with CRMs or email automation
   

Tips for getting started

Before switching AI Max on, we recommend:

Auditing your landing pages

Make sure they’re well written, clearly structured, and focused on specific user needs

Setting up tracking properly

AI Max needs good data signals to work well, so ensure your conversion tracking is in place

Running an experiment first

Google Ads allows you to test changes with an A/B experiment. Start there so you can compare performance without risk

If in doubt, run a simple 50/50 split test to see how AI Max performs against your current setup

AI Max makes it easier to serve relevant ads and match users with the right content. 

If you’ve already got a strong website and tracking setup, it could deliver better results without any extra manual effort.

This feature is ideal for marketers who want smarter ad performance using the tools they already have.

Need a hand getting started?

If you’d like help getting your site and campaigns ready for AI Max, we can support you with a quick audit or implementation guidance.

Get in touch with Walk Digital to find out how to start testing AI Max effectively in your next campaign.