Advertisers worldwide can now tap AI Max for Search campaigns, putting Google’s AI tools directly into campaign optimization – with more control, flexibility, and creative oversight.

What’s new:

  • Global rollout: AI Max is now in beta across Google Ads, Google Ads Editor, Search Ads 360, and the Google Ads API.
  • One-click experiments: Test AI Max strategies directly within your campaign flow, simplifying optimization and decision-making.
  • Text guidelines: New features guide Google AI to generate brand-safe, high-performing ad copy that meets your creative standards.

Why we care. Advertisers have long wanted AI tools that do more than automate – they need flexibility, testing options, and creative control. The update allows one-click experiments to test strategies, and text guidelines help ensure ad copy stays brand-safe and high-performing.

What’s next. The text guideline feature and experiments will roll out in both AI Max and Performance Max campaigns this fall.

Brands are promised a smoother way to balance AI-driven optimization with human oversight, maximizing performance without sacrificing control.

Bottom line. Advertisers should start testing AI Max in their campaigns, using the one-click experiments and text guidelines to optimize performance while keeping creative control. Google suggets incorporating AI Max into both Search and Performance Max campaigns this holiday season to have a fully informed perspective of the effectiveness of these new tools.

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.


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Last Update: September 10, 2025