Should You Use AI Max for Google Ads

ai max google ads ai max vs pmax dynamic search ads replacement google ads incremental reach keywordless targeting google Sep 01, 2025

Since launch, Google has been pushing AI Max aggressively—almost as hard as Jordan Belfort pushed penny stocks in the ’80s. But the real question is: should your business actually use it?

The short answer: it depends.

What Is AI Max?

AI Max is Google’s newest keywordless targeting option for Search campaigns. Instead of bidding only on keywords you enter, Google’s AI analyses:

Your landing pages
Existing keywords & creatives
Linked URLs

From there, it chooses auctions where your ads should show. Think of it as the next evolution of Dynamic Search Ads (DSAs), but with a broader scope and AI-driven learning.

Google’s core promises with AI Max:

Better search term matching → More incremental reach and performance
Asset optimisation → More relevant ads with text customisation and Final URL expansion

👉How to Optimise Google Search Campaigns

What Happened in Real Tests?

In my testing accounts, simply toggling AI Max on (without guardrails or negatives) produced predictable results:

Search term matching

90.4% of clicks came from branded keywords
54% were just the brand name

Asset optimisation

CTR: 18% in AI Max vs 9.94% in non-brand campaigns
But branded campaigns in the same account historically hit 34% CTR, so this “lift” isn’t as strong as it looks

Takeaway: AI Max heavily leans into brand queries unless you put guardrails in place.

Strong Warnings Before You Switch It On

Google’s official recommendation at GML was: “Just turn on AI Max in your existing campaigns.”
I strongly disagree. Here’s why:

You may have spent months (or years) refining:
- High-intent, non-brand keyword lists
- Negative keyword structure
- Tested ad copy for conversions
- Smart Bidding with calibrated tCPA or tROAS
Toggling AI Max could override all this, shifting spend back to brand clicks and erasing your careful work.

Yes, you can exclude your brand with negatives, but if you have even one or two high-performing broad match keywords, the risk is too high.

How I Recommend Using AI Max

If you want to test AI Max safely, here’s the playbook:

Run it in a separate campaign (never layer it on existing Search campaigns)
Add your brand keywords as negatives
Add all keywords already targeted in Search as negatives (to avoid cannibalisation)
Use a controlled budget for testing
Measure incremental conversions only (not overlap with existing campaigns)

This way, AI Max works as intended: expanding reach into queries you’re not already targeting.

Who Should Avoid AI Max?

Businesses where Broad Match hasn’t worked in the past
Accounts with low conversion volume or poor tracking
Brands without the resources to manage negatives and campaign separation

AI Max vs PMAX: The Bigger Question

The bigger conversation is whether AI Max or PMAX is the right “next step” if you’re running only Search.

If you don’t have a Shopping feed: AI Max may be a natural bridge after traditional Search.
If you do run Shopping or multi-channel campaigns: PMAX still offers broader coverage.

We’re currently running side-by-side tests to track how AI Max and PMAX compare—especially for incremental reach and ROI.

Final Takeaway

AI Max isn’t bad—but it’s not a magic switch either. Used recklessly, it cannibalises brand traffic and erases hard-won campaign learnings. Used correctly—in a separate, controlled campaign with negatives—it can provide valuable incremental reach.