Google AI Max: Recent Updates

Google's AI Max for Search campaigns, introduced in May 2025, is now more broadly available, including for Ad Grants accounts in the United States and a global rollout anticipated.

Soooooo with that in mind, what do we think? What have the last few months taught us?

Core Functionality: Search Term Matching and Asset Optimization

At its core, AI Max operates on a few primary features that live under the AI Max name. Think of three kids in a trench coat. For example, Search term matching utilizes a combination of broad match and keywordless technology, leveraging a campaign's existing keywords, creative assets, and URLs to identify and target relevant, high-performing search queries that might otherwise be missed. This is intended to connect with users demonstrating clear intent, even through complex or nuanced search queries.

While, asset optimization does text customization (ads) and final URL expansion (landing pages). Text customization, formerly known as "automatically created assets," generates new headlines and descriptions based on landing pages, existing ads, and keywords. Final URL expansion directs users to the most relevant landing page on a website, a feature that requires text customization to be active to ensure ad copy aligns with the destination page.

• 2SEM Take: Net/net, incremental and high intent traffic. Thumbs up. 

  
  

Recent Developments / New Features

A significant update in July 2025 is the introduction of a new reporting segment in the Search terms report, "Search terms and landing pages from AI Max." This provides a consolidated view of the search queries AI Max is matching to specific landing pages, offering a new level of transparency into the system's operations. This allows for a more granular analysis of performance and helps identify any mismatches between user intent and the content being served.

For enhanced control, AI Max introduced "locations of interest" at the ad group level, allowing for more precise geographical targeting. Additionally, brand controls for both inclusion and exclusion are available at the campaign and ad group levels.

Strategic Implications for Marketers

Worth noting that the automation inherent in AI Max necessitates a strategic shift for marketers. With AI Max's ability to match users to specific landing pages, the entire website that exists (or could exist) becomes a potential entry point if it makes sense, moving the focus from page-level to journey-level optimization. The call to action is understanding the best page for that user, rather than best page on average. 

Also, the expansion of ads into AI Overviews, further underscores the importance of this holistic approach. Ads will appear directly within AI-generated responses when deemed relevant, creating new opportunities for discovery.

In practice, advertisers are reporting significant performance gains. L'Oréal, for instance, noted a 2X higher conversion rate at a 31% lower cost-per-conversion by using AI Max to tap into new search queries.[1] Similarly, MyConnect achieved 16% more leads at a 13% lower cost-per-action, with a 30% increase in conversions from net-new queries.[1] 

• 2SEM Take: These results highlight the potential of AI Max to unlock incremental conversions and still provide a number of levers for the savviest marketers