Google AI Max Campaign in Germany: Use AI Max Strategically with Us Now
June 12, 2025 · 45 min read
Google AI Max is revolutionizing search campaigns in Google Ads.
We are among the few agencies in Germany alreadyactively implementingAI Max. In this article, we show how we approach it — and what matters most.
Why This Blog?
Few topics are currently moving the SEA community as much as the introduction ofGoogle AI Max for search campaigns.
. What at first glance sounds like just anotherAI featurereveals itself upon closer inspection as a true game changer for Google Ads — with enormous opportunities, but also tangible risks.
We have thoroughly examined this innovation, run initial tests, and spoken with advertisers already using AI Max. In this blog post, you'll get a practical overview that goes far beyond the official announcements.
What Is Google AI Max — and Why Is It So Exciting?
With the introduction of AI Max, Google is opening a new chapter for classic search campaigns.
Unlike Performance Max, which represents a completely separate campaign type and hides many automation mechanisms under the hood, AI Max is anupgradethat you can activate within existing search campaigns.
Google is pursuing a clear objective: to enable advertisers to achievegreater reachandbetter conversion results— without relinquishing fundamental control.
In plain terms: Google wants to lead the classic search campaign into the future, powered by AI, but still controllable.
AI Max expands keyword reach, dynamically optimizes ad copy and landing pages, and creates unprecedented transparency with new reporting features. And all of this can be activated with just a few clicks in existing campaigns.
AI Max — Potential Recognized, but Uncertain About Implementation?
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More Than Broad Match 2.0
At its core, AI Max pursues two goals:greater reach and better conversion performance, with as little manual effort as possible.
To achieve this, Google leverages a range of smart technologies. At the forefront is what's known assearch term expansion. Here, the AI analyzes existing keywords, creatives, and landing pages of a campaign to identify additional potentially relevant search queries.
This deliberately goes beyond the boundaries of classic keyword lists. While in the past, Broad Match was often a double-edged sword — too imprecise, too uncontrolled — AI Max promises significantly more precision. Crucially: keyword exclusions remain possible, and keywordless targeting is only activated when Broad Match keywords are present. This way, the advertiser remains in control, at least in theory.
In parallel, Google introducesdynamic asset optimizationas a component that opens up new possibilities, particularly for creative assets. Titles and descriptions are automatically adapted to the respective user intent. And through the option offinal URL expansion, Google can even direct users specifically to the most suitable landing page within the domain — a powerful tool when used correctly.
Initial Results and Benchmarks from Practice
But how does AI Max perform in day-to-day operations?
The figures communicated by Google are quite impressive. On average, AI Max campaigns are said to achieve14% more conversions or higher conversion value— with unchanged CPA or ROAS.
The increase is even more pronounced when primarily Exact and Phrase Match keywords are used: Here, Google reports up to27% more conversions.
Concrete examples underscore the potential. For instance,L'Oréal achieved a doubling of the conversion rate and a31% lower CPA — in part by targeting new long-tail queries such as"best cream for dark spots".
Similarly,MyConnect Australia reports strong results:+16% more leads, -13% CPA, and +30% more conversions from entirely new search queries.
The message is clear: AI Max opens up new opportunities — provided the technology is used strategically.
AI Max Testing & Rollout: with us as your implementation partner.
As a specialized SEA agency in Germany, we help you test AI Max in a targeted manner — and integrate it cleanly into your setup upon success.
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Transparency: Why AI Max is not a black box
One of the biggest concerns many advertisers have regarding AI and automation is:How much control do I really retain?
With AI Max, Google has evidently learned from the experiences (and criticism) surrounding Performance Max.
The reporting now includes numerous new insights:
In thesearch terms report you can trace whether an ad was triggered by a broad match keyword, keywordless targeting, or a classic keyword.
The newSource column shows whether a keyword, an asset, or landing page content provided the trigger for the ad. In the Landing Page Report the column "Selected by" makes it transparent whether the landing page was automatically selected by the AI.
This makes it clear: AI Max offers more transparency than any previous automated Google solution in the search space.
Understanding & using AI Max Reporting.
We'll show you how to optimally interpret the new AI Max reports — and how we use them in real German client projects.
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Opportunities and risks of AI Max
Of course, AI Max brings risks as well as opportunities.
On the positive side:
- Significantly expanded reach to tap into new relevant search queries
- Higher conversion rates because ads are delivered more targeted and dynamically
- Less manual effort, especially for text and keyword maintenance
- More transparency than with previous automation approaches
However, the following pitfalls must be kept in mind:
- Those who activate AI Max uncritically risk wasting budget on irrelevant search queries.
- Spam traffic remains possible despite AI filtering.
- Automatically generated texts may not always be brand-compliantand should be reviewed regularly.
- Automatic URL control carries the risk that unsuitable pages end up in the funnel — especially in complex customer journeys.
In short: Those who simply let AI Max run can burn a lot of budget. Those who control it strategically can benefit massively.
Best practices for using AI Max
Some clear recommendations can be derived from the experience so far.
Start with a test campaignand define clear benchmarks for CPA, ROAS, and conversion value.
Use the new reporting capabilities consistently. Weekly evaluations of search queries, landing pages, and source data are mandatory.
Actively maintain yournegative keyword set. AI Max is not a replacement for clean campaign management, but a tool that complements it.
Regularly review the texts generated by the AI. Especially in brand-sensitive environments, you should not blindly trust automation.
And only use theFinal URL expansionif it fits into your conversion strategy. In sensitive industries or with heavily regulated products, it may be wiser to deliberately retain control.
We implement AI Max for you — as one of the few agencies in Germany with real AI Max experience.
From strategic conception to ongoing management.
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Conclusion: Is AI Max worth it?
In the end, the answer is clear:AI Max is not hype, but a powerful toolfor modern search campaigns.
It delivers greater reach, better conversion values, and more transparency—provided you control it consciously and strategically.
Those who simplylet AI Max runwill sooner or later run into problems.
Those who deploy it strategically gain a real competitive advantage.
And that's exactly why it's worth testing AI Max intensively now—and developing your own best practices for the future.
