Google AI Max is revolutionizing search campaigns in Google Ads.
We are among the few agencies in Germany that already use AI Max. actively implement. In this article, we show how we proceed — and what is important.
Why this blog?
Hardly any topic is currently stirring up the SEA community as much as the introduction of Google AI Max for search campaigns.
What at first glance looks like just another AI Feature What sounds like a game changer turns out, upon closer inspection, to be a real game changer for Google Ads — with enormous opportunities, but also noticeable risks.
We've taken a close look at the new feature, conducted initial tests, and spoken with advertisers who are already using AI Max. This blog post provides 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 a Upgrade, which you can activate within existing search campaigns.
Google is pursuing a clear goal: to attract advertisers. greater reach and better conversion results to enable this — without relinquishing basic control.
In plain terms: Google wants to take the classic search campaign into the future, supported by AI, but still controllable.
AI Max expands keyword reach, dynamically optimizes texts and landing pages, and creates unprecedented transparency with new reporting features. And all of this can be activated in existing campaigns with just a few clicks.
AI Max — Potential recognized, but uncertain about implementation?
We are one of the first agencies in Germany, actively implementing AI Max in search campaigns.
Is AI Max suitable for your campaigns?
More than Broad Match 2.0
At its core, AI Max pursues two goals: greater reach and better conversion performance, and all this with as little manual effort as possible.
To achieve this, Google relies on a range of smart technologies. At the forefront of this is the so-called... Search term extension. Here, the AI analyzes the existing keywords, creatives, and landing pages of a campaign to identify further potentially relevant search queries.
This deliberately goes beyond the boundaries of traditional keyword lists. While broad match was often a double-edged sword in the past—too imprecise, too uncontrolled—AI Max promises significantly greater precision. Crucially, keyword exclusions remain possible, and keywordless targeting is only activated if broad match keywords are present. This way, the advertiser retains control, at least in theory.
In parallel, Google is bringing dynamic asset optimization This introduces a component that opens up new possibilities, especially for creative assets. Titles and descriptions are automatically adapted to the respective user intent. And through the option of Final URL extension Google can even direct the user to the most suitable landing page within the domain — a powerful tool when used correctly.
Initial results and benchmarks from practical experience
But how does AI Max perform in everyday life?
The figures communicated by Google are quite impressive. On average, AI Max campaigns are said to 14 % more conversions or a higher conversion value achieve — with unchanged CPA or ROAS.
The increase is even more pronounced when predominantly exact and phrase match keywords are used: Google reports up to... 27 % more conversions.
Concrete examples underscore the potential. For instance, it was possible L'Oréal Thanks to AI Max, the conversion rate has doubled and increased by 31 % lower CPA achieve this — among other things by using new long-tail queries such as „best cream for dark spots“.
Also MyConnect Australia reports strong results: +16 more leads per %, -13 CPA per % and +30 more conversions per % from completely new search queries.
The message is clear: AI Max opens up new opportunities — provided that the technology is used consciously.
AI Max Testing & Rollout: with us as your implementation partner.
As a specialized SEA agency in Germany, we help you to test AI Max in a targeted manner — and, if successful, to integrate it cleanly into your setup.
Transparency: Why AI Max is not a black box
One of the biggest concerns of many advertisers regarding AI and automation is: How much control do I really retain?
With AI Max, Google has apparently learned from the experiences (and criticism) surrounding Performance Max.
The reporting now offers numerous new insights:
In the Search query report It is possible to track whether an ad was triggered by a broad match keyword, keywordless targeting, or a classic keyword.
The new Source column This shows whether a keyword, asset, or landing page content triggered the ad. Landing page report makes the column „Selected by“ It is transparent whether the target page was automatically selected by AI.
This makes it clear: AI Max offers more transparency than any previous automated Google solution in the search area..
Understanding and using AI Max Reporting.
We'll show you how to best interpret the new AI Max Reportings — and how we use them in real German customer projects.
Opportunities and risks of AI Max
Of course, AI Max brings risks as well as opportunities.
On the positive side:
- Significantly expanded reach to unlock new relevant search queries.
- Higher conversion rates because ads are displayed in a more targeted and dynamic way.
- Less manual effort, especially in text and keyword maintenance.
- More transparency than with previous automation approaches.
However, at the same time, the following pitfalls must be kept in mind:
- AI Max activated uncritically, risks wasting budget on irrelevant search queries.
- Spam traffic remains possible despite AI filtering.
- Automatically generated texts can not always brand-compliant They should be and should be checked regularly.
- Automatic URL control carries the risk of unsuitable pages ending up in the funnel — especially in complex customer journeys.
In short: Letting AI Max run unchecked can waste a lot of budget. Controlling it strategically can yield massive benefits.
Best practices for using AI Max
Based on previous experience, some clear recommendations can be derived.
It's best to start with a test campaign. and define clear benchmarks for CPA, ROAS and conversion value.
Make consistent use of the new reporting options. Weekly analyses of search queries, landing pages, and source data are mandatory.
Take care of your negative keyword set active. AI Max is not a replacement for clean campaign management, but a tool that complements it.
Regularly check the texts generated by AI. Especially in brand-sensitive environments, you shouldn't blindly trust automation.
And set the Final URL extension Only implement it if it fits into your conversion strategy. In sensitive industries or with highly regulated products, it may be more sensible to consciously maintain 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.
Conclusion: Is AI Max worth it?
In the end, the answer remains clear: AI Max is not hype, but a powerful tool. for modern search campaigns.
It brings greater reach, better conversion rates and more transparency — provided you manage it consciously and in a controlled manner.
Anyone who simply wants AI Max lets it run, will run into problems sooner or later.
Those who use 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 from it.