You can watch the full YouTube Video here 👆
Since its launch, Google has been pushing AI Max harder than Jordan Belfort was pushing penny stocks in the ’80s. But the question for business owners is: should you actually use it for your Google Ads campaigns right now?
The short answer: it depends.
What Is AI Max?
AI Max is Google’s latest keywordless targeting option for Search Ads. It builds on Dynamic Search Ads (DSAs), but instead of relying on keyword inputs alone, it uses:
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AI learning + your landing pages
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Your existing keywords, creatives, and URLs
The goal is to match your ads to the most relevant auctions.
Google’s Two Core Promises with AI Max:
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Better Search Term Matching
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Incremental reach and performance
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“Google AI will learn from your current keywords, creatives, and URLs to show up on more relevant searches.”
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Asset Optimization
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More relevant ads
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“Turning on AI Max enables text customization and Final URL expansions for the campaign.”
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What I Found in Testing AI Max
When I ran initial AI Max tests, the results were "interesting":
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Search Term Matching
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90.4% of all clicks were branded keywords
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54% were just the brand name alone
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Asset Optimization
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CTR was 18% with AI Max vs 9.94% for non-branded keywords
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But keep in mind, brand clicks naturally inflate performance (previous brand campaigns in the same account had a 34% CTR).
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The lesson: AI Max can work, but only if used carefully.
Why You Shouldn’t Just Toggle AI Max On
At Google Marketing Live (GML), Google suggested simply turning AI Max on for existing campaigns. I strongly disagree. Here’s why:
If you’ve invested time in building strong non-branded campaigns with:
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Optimized keyword lists
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Well-structured negative keywords
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Tested ad copy with proven conversion rates
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Smart Bidding strategies like tCPA or tROAS
…then adding AI Max directly could undo all of that progress.
Even if AI Max improves results temporarily, the risk is that it starts over-targeting brand terms or diluting your high-intent non-branded campaigns.
How to Use AI Max Effectively
AI Max isn’t truly “new” it’s the next step after DSAs. And just like DSAs, it works best with guardrails.
Recommended AI Max Setup:
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Run it in a separate campaign, not as an add-on to existing ones
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Add your brand keywords as negatives
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Add existing high-performing keywords as negatives to avoid overlap
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Use it only for incremental reach finding conversions from queries you’re not already targeting
⚠️ If broad match keywords haven’t worked for your business in the past, AI Max likely won’t either.
AI Max vs PMax: The Bigger Question
The long-term conversation is whether AI Max or PMax should be the next step for businesses running only Search campaigns.
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If you don’t have a Shopping feed, AI Max could be the logical progression after standard Search.
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If you’re already running PMax, the overlap between the two will become a key testing area.
I’m running tests right now to compare performance between AI Max and PMax so stay tuned for updates.
Have a great week,
Aaron
- Monday 1st September, 8pm AEST: Should You Use AI Max for Google Ads?
- Wednesday 3rd September, 8pm AEST: Why Most Business Owners FAIL at Paid Search [interview with Lauren Oakes]
Head Over To My YouTube Channel 👇
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[LIVE MASTERCLASS + Q&A]
Account Reviews + Q&A | with Aaron Young 💻
Wednesday 3rd, September, 2025, 10:00 AM (AEST)
Wednesday, 3rd, September, 2025 01:00 AM (GMT)
Tuesday 2nd September, 2025, 5:00 PM (PT)
