Google has been layering AI into Search campaigns for years through features like Smart Bidding, Responsive Search Ads, and Performance Max.
In May 2025, it announced the next step: AI Max.
The feature is now rolling out globally in beta and appearing in many advertiser accounts. (If you don’t see it yet, expect it soon.)
Here’s what it is, how it works, and what it means for your campaigns.
What is AI Max for Search?
AI Max is a feature within your existing Search campaign that you can toggle on or off.
Enabling it provides targeting and creative enhancements in an automated way.
According to Google, AI Max:
- Improves search term matching.
- Generates stronger text customization for headlines and descriptions.
- Enables final URL expansion to increase landing page relevance.
Here’s how each works.
Search term matching
Search term matching helps you capture queries you’d otherwise miss through a mix of broad match and keywordless technology.
“Keywordless” refers to serving ads without relying on manually added keywords.
Instead, Google uses contextual, behavioral, and semantic data to decide when and to whom an ad should appear.
Its AI then learns from both keyword and keywordless matches, along with your creative assets and URLs, to help surface more relevant searches.
Text customization
This is Google’s rebrand of “automatically created assets.”
The system can generate headlines and descriptions based on information from your landing page, other ads, and keywords.
I’ve been cautiously optimistic about this feature in the past, using it as a starting point but revising before sharing with clients.
Google now insists it has improved – like an old high school boyfriend promising “I’ve changed” – with clearer calls-to-action and sharper selling points.
These improvements are especially visible when paired with final URL expansion, although text customization can be enabled on its own.
Final URL expansion
This feature works much like Dynamic Search Ads (DSAs).
Google directs traffic to the most relevant URLs on your client’s site when it predicts better performance.
However, this can’t be enabled on its own – it must be paired with text customization.
Dig deeper: Google’s AI Max for Search: What 30 days of testing reveal
How can I find AI Max?
Finding AI Max takes a few steps, but it’s built into the normal Search campaign setup flow. Here’s how to get there:
- Select New campaign as if you are building a new campaign.
- Choose your objective.
- Select the relevant conversion goals for that objective.
- Choose Search as your campaign type.
- Select the ways you’d like to reach your goal.
- Name your campaign and click continue.
- Set your bidding preferences.
- Configure your campaign settings.
- At this point, you’ll see the option to enable AI Max for Search.
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