Not long ago, broad match was positioned as the future of paid search. Today, that role belongs to AI Max.
Over the last few months, I’ve heard repeated recommendations to enable AI Max on brand campaigns, even when those campaigns are already performing exactly as intended.
The problem is that many accounts still lack the foundations AI Max needs to work well. Conversion tracking is unreliable, offline conversion imports are missing, and generic campaigns remain constrained by budget or structure.
AI Max depends on strong conversion signals, sufficient volume, and enough variation for the system to learn effectively. In many accounts, brand campaigns provide most of that signal.Â
But using AI Max on brand means introducing additional automation into your most predictable and efficient traffic source.
The promise and limitations of AI Max
AI Max expands search targeting beyond your existing keyword list by using keywords, landing pages, and site content as signals rather than strict targeting parameters.
Like dynamic search ads (DSA), AI Max can match to queries you didn’t explicitly target. But it goes further, reaching beyond the intent boundaries defined by your keyword set.
Google has positioned AI Max as the next step in Search automation, with DSA, automatically created assets, and campaign-level broad match settings scheduled to transition into AI Max in September.
The platform includes controls such as brand exclusions, URL exclusions, text guidelines, and location targeting. In accounts with strong conversion tracking, sufficient search volume, and reliable performance signals, AI Max may uncover incremental growth opportunities.
Many accounts haven’t reached that stage yet.
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Why AI surface eligibility isn’t a reason to rush into AI Max
Much of the recent interest in AI Max stems from Google’s push toward AI-powered search experiences.
AI Overviews now reach 2.5 billion monthly users, according to Google. Ads appear in 25.6% of AI Overview results, Semrush data shows.
As Google continues expanding AI-driven search experiences, advertisers are understandably focused on maintaining visibility across those surfaces.
That concern is reasonable. The problem is that AI Max is often presented as the solution before advertisers address the measurement, conversion, and account structure issues that determine whether the automation can succeed.
Google Ads representatives typically pitch AI Max for brand campaigns by claiming it’s necessary for eligibility in AI Mode and AI Overviews on brand searches. But this isn’t accurate.
Ginny Marvin, Google Ads liaison, confirmed that three campaign types are eligible to…
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