AI Max is Google’s latest foray into semi-keywordless targeting. 

While you need keywords for the system to have a starting place, Google uses signals beyond keywords in deciding how to show ads to searchers.

In accounts with a strong history of broad match success, AI Max can be highly effective at finding new conversions. 

If accounts are not well-optimized or have not been successful with broad match, AI Max can be a huge money pit.

To clear up a rumor before we get into the data: you do not have to use AI Max to have ads appear in AI Overviews. 

Broad match keywords can show ads in AI Overviews regardless of your AI Max usage. 

We’re looking at AI Max as a conversion expansion option, not just an option to show in AI Overviews.

This article examines the review steps you should take before you decide to test AI Max.

What to check before enabling AI Max

Accurate conversion tracking 

Your conversion tracking must be accurate, deduplicated, and focused on business outcomes. AI Max optimizes toward what you have defined as success. 

If you aren’t tracking all your conversions, or if your conversions are inflated, AI Max will be working from inaccurate data and making poor decisions.

Automated bidding with a conversion-focused strategy 

Broad match only works well when you have a bid strategy that is focused on conversions, such as:

Our experiments with AI Max have shown that it is much more predictable with one of the target options (Target CPA or Target ROAS) than with the max bid options (Maximize conversion value or Maximize conversions). 

Since the Max conversion options are meant to get you the most possible, regardless of the CPA or ROAS, they will often continue to spend your budget when the next set of conversions could have exceptionally high CPAs or very low ROAS.

If you use AI Max with one of the max bid options, pay close attention to your budget and the AI Max data.

Conversion volume

Technically, you can enable AI Max without any conversions for a campaign. 

However, with under 30 conversions per month, AI Max has been highly erratic. 

At over 100 conversions per month, it has done well more often than not, assuming you have had success with broad match in the past. 

In general, you will want to test AI Max in campaigns that have at least 30 conversions per month.

If you are going to test AI Max, starting with non-brand campaigns that have a high conversion volume will usually give you a better introduction to AI Max’s possibilities for your account.

No impression share lost due to budget

If you’re already losing impressions due to your budget, your handpicked keywords will receive even less budget if you enable AI Max. 

The goal is to spend as much as you can on your top keywords, and then have AI Max experiment with the budget we can’t spend. 

If you are already losing impressions due to your budget, then enabling AI Max…


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Last Update: January 27, 2026