AI Max for Search is Google’s new set of AI features for Search campaigns. It chooses extra searches to show your ads for, rewrites your ad text and picks landing pages. Google began switching some accounts over automatically in September 2026, so check your settings now.
What AI Max does
AI Max adds three features to an ordinary Search campaign:
- Search term matching: shows your ads for searches beyond your keywords, based on your site and ads.
- Text customisation: writes new headlines and descriptions from your landing pages and existing ads.
- Final URL expansion: sends people to the page on your site that Google thinks fits the search best.
Google says advertisers using all three see, on average, 7% more conversions or conversion value at a similar cost per result. Your results may differ, especially with a small budget.
The timeline
- April 2026: anyone can upgrade by choice.
- September 2026: automatic upgrades begin for accounts using automatically created assets or campaign-level broad match.
- February 2027: Dynamic Search Ads campaigns are upgraded automatically.
Google is also showing a large AI Max recommendation card in accounts. Read it carefully before clicking Apply.
A checklist before you switch it on
- Check conversion tracking. AI Max learns from conversions. If tracking is broken, it optimises for the wrong thing.
- Add negative keywords. Block searches you never want, such as “free”, “jobs” or competitor names.
- Set brand rules. Use brand inclusions or exclusions so your ads do not appear for unrelated brands.
- Exclude pages. Stop final URL expansion from sending people to your blog, careers or contact page if they do not sell.
- Review AI-written text. Check new headlines for claims you cannot make, prices or offers that have ended.
- Start with one campaign. Test on one campaign for four weeks before changing the rest.
Watch the reports every week
AI Max has its own reporting that shows which searches, headlines and landing pages it added. Look at the search terms report weekly, add negatives for poor matches, and compare cost per conversion with the four weeks before you turned it on.
AI Max, broad match and Performance Max: what is the difference?
- Broad match lets one keyword match related searches. You still write every ad and choose every landing page.
- AI Max is switched on inside a normal Search campaign. It widens matching beyond your keywords and can also write ad text and choose landing pages.
- Performance Max is a separate campaign type that runs across Search, YouTube, Display, Gmail and Maps from one set of assets.
Example: a four-week AI Max test
- Week 1: confirm conversion tracking, add negative keywords and page exclusions, then switch AI Max on for one campaign.
- Week 2: read the search terms report and block poor matches.
- Week 3: review AI-written headlines and remove any that make claims you cannot support.
- Week 4: compare cost per conversion and conversion volume with the four weeks before. Keep it, adjust it or switch it off.
Common mistakes
- Turning AI Max on before conversion tracking works
- Letting final URL expansion send ad clicks to blog posts or your careers page
- Clicking Apply on every recommendation card without reading it
- Judging results after a few days, before the system has enough data
Signs AI Max is working, and signs it is not
- Working: more conversions at a similar or lower cost, and new search terms that make sense for your business
- Working: AI-written headlines that are accurate and match your landing pages
- Not working: many clicks from unrelated searches, competitor names or job seekers
- Not working: cost per conversion rising week after week, or leads that never become customers
Frequently asked questions
Does AI Max replace keywords?
No. Your keywords still guide the campaign. AI Max adds matching beyond them based on your website and ads.
Will AI Max increase my costs?
Your budget limits still apply, but extra matching can change what you pay for each conversion. Compare cost per conversion before and after.
Which accounts are upgraded automatically?
Google began automatic upgrades in September 2026 for accounts using automatically created assets or campaign-level broad match.
How long should I test AI Max?
At least four weeks on one campaign, so you have enough conversions to compare fairly.
New to paid ads? Read our PPC advertising guide for beginners first.