Google’s AI Max for Search campaigns is changing how we run search ads.
Launched in private beta as Search Max, the feature began rolling out globally in late May, with full availability expected by early Q3 2025.
But will AI Max actually drive incremental growth or simply take credit for conversions your existing setup would have captured anyway?
This article:
- Breaks down the key metrics to track in AI Max.
- Shares early results from travel, fashion, and B2B accounts.
- Includes a Google Ads script to make analysis faster and easier.
Understanding AI Max
Think of AI Max as Google combining the best parts of Dynamic Search Ads and Performance Max into regular search campaigns.
It does not replace your keywords. Instead, it works alongside them to find more people who want what you’re selling.
AI Max does three main things.
- Finding new search terms your keywords might miss, using search term matching.
- Writing new ad headlines and descriptions that match what people are actually searching for.
- Sending people to the best page on your website instead of just the one you picked.
The real game changer came in July 2025, when Google began showing AI Max as its own match type in reports.
Before this, figuring out what AI Max was doing felt like looking into a black box.
Now, we can finally see the data and make smarter decisions.
Evaluating AI Max: Metrics that matter
When you’re looking at AI Max performance, start with the basics.
Open your search term tab and look for the Search terms and landing pages from AI Max option.
This lets you see AI Max results separately from your exact match, phrase match, and broad match keywords.
Compare conversion share and budget share
The first thing to check is how many conversions come from AI Max versus your regular keywords.
If AI Max is bringing in 30% of your conversions but eating up 60% of your budget, you know something needs attention.
Look at the cost per conversion, too.
AI Max might cost more at first, but that’s normal while Google learns what works for your business.
Look beyond cost – focus on conversion rates
Don’t just focus on the cost. Pay attention to conversion rates.
AI Max often finds people who are ready to buy but use different words than you expected. These new search terms can be gold mines if you spot the patterns.
One of AI Max’s biggest benefits is finding search terms you never thought to target.
Look at your search terms report and filter for AI Max queries. You’ll probably see some surprises.
Let’s say you sell running shoes and target “best running shoes.” AI Max might show your ads for “comfortable jogging sneakers” or “shoes for morning runs.”
These are people who want the same thing but use different words. The smart move is to add these high-performing terms to your regular keyword lists.
Identify irrelevant…
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