Google AI Max for Search campaigns to launch globally in May

New AI-powered features for Google Search ads promise better targeting, improved reporting, and increased conversions.

Illustration by Febrina Tiara

By Anna Fadiah and Amanda Zahra

Google is preparing to roll out a significant update to its advertising platform: Google AI Max for Search campaigns. Scheduled for global availability starting at the end of May, the update introduces a suite of optional AI-powered features designed to enhance rather than replace existing Search campaigns.

Google Ads Liaison Ginny Marvin shared new details during an in-depth conversation with PPC expert Julie Bacchini, founder of Neptune Moon. The interview offered a comprehensive look at how AI Max for Search campaigns will change how advertisers manage search ads and achieve performance goals.

Rollout schedule and availability

According to Marvin, Google AI Max for Search campaigns will begin rolling out globally by the end of May, with a complete rollout expected by early Q3. Importantly, this is not a new campaign type. Instead, it’s a set of features that can be layered into current Search campaigns to improve their effectiveness through AI enhancements.

Advertisers can opt into these features manually. While existing campaigns won’t be automatically upgraded, AI Max may be enabled by default for new campaigns, with an option to disable it.

Smarter targeting with or without keywords

A standout element of AI Max for Search campaigns is its introduction of keywordless targeting, which works alongside traditional keyword strategies. Google’s system scans landing pages and ad group assets to surface relevant search queries even if the advertiser hasn't included specific keywords.

This approach resembles how Dynamic Search Ads operate but with broader applications. Traditional match types—broad, phrase, and exact—still function as expected, while AI Max adds an additional layer of broad match expansion behind the scenes.

Despite the AI-driven expansion, Marvin emphasized that keyword strategy remains essential. Advertisers should continue to structure their ad groups thoughtfully because search term matching is based on keywords, assets, and landing pages. This approach helps the system discover new queries that are likely to perform well, based on historical data and AI modeling.

Improved geographic targeting

Google AI Max for Search campaigns also introduces new geo-targeting features at the ad group level. This includes the ability to reach users based on their expressed geo intent—what they’re searching for—even if they aren’t physically located in the targeted region.

For instance, a tourism company promoting Spain to U.S. users can create a campaign targeting the U.S. while setting Spain as a “location of interest.” When used correctly, this functionality enables advertisers to reach users interested in a location but not currently there.

Furthermore, Marvin noted that including a location in ad group-level settings helps ensure that keywordless targeting respects the advertiser’s geographic preferences.

Control over AI-driven features

Advertisers concerned about losing control can rest easy. AI Max for Search campaigns offers flexible controls, allowing advertisers to enable or disable each AI-powered component individually. While opting into AI Max activates three main features—search term matching, text customization, and final URL expansion—these can be adjusted separately.

• Search term matching can be disabled at the ad group level.
• Text customization and final URL expansion can be opted out of at the campaign level.
• Negative keywords still function as usual.
• Brand controls remain available both at the campaign and ad group levels, providing further customization and control.

Enhanced reporting capabilities

One of the most welcomed additions in Google AI Max for Search campaigns is the improved reporting tools. Advertisers gain access to a new “Source” column in the search terms report, which shows whether a search match came from a keyword, keywordless targeting, or broad match expansion.

A dedicated campaign view titled “AI Max for Search campaigns” will offer insights into search queries, the headlines shown, and the landing pages served. This visibility helps advertisers understand how AI Max is functioning behind the scenes and enables better optimization decisions.

Additional metrics in the Keywords, Assets, and Landing Pages reports will further enhance transparency and control.

Compatibility with existing campaign types

Advertisers running both Search and Performance Max campaigns won’t have to choose between them. Marvin confirmed that keyword prioritization rules remain unchanged—if a user’s query matches an eligible Search keyword, the Search campaign will be prioritized over AI Max and Performance Max.

Importantly, AI Max for Search campaigns operates strictly within Search text inventory, unlike Performance Max, which spans across multiple Google channels.

For advertisers already combining Performance Max with Search, Google recommends continuing that strategy. AI Max is meant to be an enhancement, not a replacement.

Responsive to seasonal trends

One of the key promises of Google AI Max for Search campaigns is its ability to react to seasonal trends and shifting consumer behavior without requiring frequent manual adjustments. For instance, if a landing page is updated for Mother’s Day, AI Max could identify relevant search queries like “Mother’s Day gifts” and serve ads accordingly—even if the phrase isn’t present in keywords or ad copy.

This adaptability streamlines campaign management and ensures relevancy throughout the year.

Performance expectations and results

According to Google’s internal testing, advertisers who activated Google AI Max for Search campaigns saw an average of 14% more conversions or conversion value at similar cost-per-action (CPA) or return on ad spend (ROAS).

For advertisers relying heavily on exact and phrase match keywords, the conversion uplift reached up to 27%. These early results suggest that AI Max could be a powerful tool for those willing to adopt it, especially advertisers looking to scale performance without increasing costs significantly.

Testing and experimentation options

Marvin also highlighted testing opportunities for cautious advertisers. AI Max can be implemented using Google’s drafts and experiments feature, allowing A/B testing without committing fully to the changes. More backend tools are being developed to improve the experiment framework, giving advertisers a structured way to evaluate performance before scaling adoption.

For those unsure about adopting Google AI Max for Search campaigns, Marvin’s advice is simple: test it—especially if your current campaigns depend mostly on exact and phrase match types and aren’t already heavily invested in Performance Max. The early adopters in this category have seen the most significant improvements.