Google Launches AI Max for Search Campaigns With 27% Conversion Boost

Google is launching AI Max for Search campaigns, a new one-click feature suite that brings together the company’s most advanced AI tools for targeting, creative generation, and performance optimization. Rolling out globally in beta later this month, AI Max is designed to help advertisers reach more customers, surface untapped queries, and adapt to an increasingly predictive and multimodal search experience.

Smarter Targeting With Broader Reach

At the core of AI Max is a shift in how Google Search connects advertisers with users. Rather than just matching ads to typed queries, the platform now helps predict what users might need next, even across nuanced or evolving questions. This change enables advertisers to reach customers in moments and contexts that didn’t exist before.

The new search term matching capability allows advertisers to go beyond their current keyword lists by combining broad match and keywordless technology. Google AI learns from an advertiser’s existing keywords, creative assets, and URLs to identify relevant new search queries—surfacing high-performing opportunities that might otherwise be missed. These matches follow the same prioritization logic as current Search and Performance Max campaigns, preserving consistency and control.

Advertisers using AI Max can expect measurable performance gains. According to Google:

• Campaigns activating AI Max typically see a 14% increase in conversions or conversion value at a similar CPA or ROAS

• Campaigns that rely mostly on exact and phrase match keywords can see an average uplift of 27%

Dynamic Creative That Matches Search Intent

To stay relevant across broader search traffic, AI Max includes upgraded tools that let creative assets evolve in real time. Under the new asset optimization panel, Google’s text customization engine—formerly known as "automatically created assets"—can generate new headlines and descriptions using information pulled from the advertiser’s landing pages, ads, and keywords.

The system now does a better job producing assets with strong calls to action and clear value propositions. These updates can be paired with final URL expansion, a feature that automatically directs users to the most relevant landing page based on their query.

Google notes that combining all AI Max features—targeting, creative, and automation—can help advertisers capture new forms of search intent and ensure their ads remain contextually aligned.

Case Studies: L’Oréal and MyConnect See Major Gains

Several early adopters are already reporting significant performance improvements:

• L’Oréal Chile used AI Max to expand into new queries like “what is the best cream for facial dark spots?” that weren’t captured by traditional keyword strategies. The result: a 2X increase in conversion rate and a 31% decrease in cost-per-conversion.

“AI Max not only allowed us to pioneer the use of AI in Search — it also propelled us into new markets,” said Nicolás Moya, CMO, L’Oréal Chile.

• MyConnect, an Australia-based utility connection service, built on its existing use of AI features like broad match and target ROAS bidding by turning on AI Max. They saw a 16% lift in leads, a 13% reduction in CPA, and a 30% increase in conversions from new queries.

“AI built more relevant content for each user and their query,” said Bec Oxnam, Head of Marketing, MyConnect.

Enhanced Controls and Deeper Insights

Alongside performance features, AI Max introduces new tools for campaign control, targeting precision, and transparency:

• Locations of interest: Lets advertisers reach users based on their geographic intent—such as places they’re searching about or planning to visit—rather than only where they’re currently located.

• Brand controls: Lets advertisers include or exclude specific brands at the campaign or ad group level

• URL parameters: Adds visibility into search terms across match types for better tracking and real-time landing page optimization

Google is also rolling out reporting upgrades across Search and Performance Max:

• Search terms report: Now includes headlines and URLs, offering a clearer view of how users interact with ads and customer journeys

• Asset performance insights: Show how ad assets contribute to KPIs like conversions and spend, not just impressions

• Asset removals and URL controls: Allows advertisers to review, remove, or replace AI-generated assets and control where users are directed.

Looking Ahead

For more updates on AI Max for Search campaigns and other Google Ads innovations, tune into Google Marketing Live on Wednesday, May 21 at 9 a.m. PT. You can register for the virtual livestream here.

What This Means

Google’s launch of AI Max isn’t just a product update—it’s a strategic response to a rapidly changing search landscape. As AI-driven platforms like Perplexity and OpenAI experiment with new ways of delivering search results—many without ads—Google is doubling down on AI-enhanced advertising to retain its dominance and relevance.

For advertisers, this represents a turning point. Search is no longer just about keyword matching—it’s becoming a predictive, multimodal system that anticipates user intent, adapts creative in real time, and surfaces ads in moments of discovery that weren’t previously accessible.

AI Max gives marketers a way to keep pace with that shift. By unlocking keywordless targeting, dynamic asset generation, and granular controls, it turns what used to be manual campaign management into a system that scales intelligently—all within Google’s own evolving search ecosystem.

AI Max is Google’s answer to the new Search landscape—where the right ad isn’t just found, it’s anticipated.

Editor’s Note: This article was created by Alicia Shapiro, CMO of AiNews.com, with writing, image, and idea-generation support from ChatGPT, an AI assistant. However, the final perspective and editorial choices are solely Alicia Shapiro’s. Special thanks to ChatGPT for assistance with research and editorial support in crafting this article.