Google Ads AI Max for Search: What Is Changing and What to Check Now
AI Max is an AI extension for existing Google search campaigns. It finds additional search queries, adapts ad copy and can send users to other landing pages. Google has announced that it will gradually migrate certain campaigns to it from September 2026. If you keep control of your search terms, you use the opportunities and limit the risks.
What is AI Max for Search?
AI Max is not a new campaign type but an optimisation layer within a search campaign. It uses your keywords, ads and website content to identify further matching search queries. It has been in beta since May 2025, and in spring 2026 Google announced that, among other things, Dynamic Search Ads will be migrated to AI Max from September 2026.
Which features does it include?
- Search term matching: Ads can appear for queries that are not exactly in your keyword list.
- Text customisation: The AI generates ad copy matched to the search query and to your website.
- Final URL expansion: Users can be sent to a different page of your website that the AI considers more suitable.
What opportunities does AI Max offer?
Especially for services, customers search in very different ways. AI Max can cover demand that you could never fully plan for with keywords, and it saves maintenance effort. For the beta, Google cites more conversions at a similar cost per result, but in individual cases the outcome can differ significantly.
What risks are there?
- Unsuitable search queries (too generic, competitors, a different service) use up budget.
- Automatically generated text does not always match your tone or your legal requirements.
- Final URL expansion can lead to pages that do not match the ad's promise.
- The metric in automated campaigns can overstate the contribution of the ads. Measure real enquiries.
Checklist: what we check in every account
- Search terms report: Review it weekly and add irrelevant queries as negative keywords.
- Conversion tracking: Check it: does it count real enquiries and calls, not just page views?
- Brand protection: Set exclusions and text guidelines, and review ad copy.
- Landing pages: Allow only pages that match the query (and load quickly).
- Location and budget limits: Deliberately define Vienna, Lower Austria or all of Austria.
- Test instead of switching everything at once: Activate AI Max in one campaign first and compare.
Does AI Max replace Performance Max?
No. Performance Max runs across several Google channels, while AI Max extends search campaigns. We explain when each makes sense in the article Performance Max, AI Max and Demand Gen compared. We manage accounts as a Google Ads agency in Vienna and, on request, review your account free of charge in an initial consultation.
Frequently asked questions
Do I have to activate AI Max?
Google is gradually migrating certain campaign types. Check your account and Google's notices to see whether and when your campaigns are affected.
Can I turn off individual AI Max features?
Depending on the campaign, you can control features such as text customisation or final URL expansion separately. You will find the settings in the campaign settings.
Do I still need keywords?
Yes. Keywords, exclusions and good landing pages are the inputs the AI learns from. The better they are, the better the results.
