AI Max: A promising addition to Google Ads, but it's early days!
As part of our commitment to innovation in Paid Digital, we have been exploring Google’s new AI Max for Search feature.
Rather than being a standalone campaign type, AI Max works as a toggle within existing campaigns. Its setup is simple: switch it on, choose your options, and Google’s AI takes over to enhance performance.
AI Max analyses website content, ads, and landing pages to identify relevant search queries beyond targeted keywords. By matching ads to user intent - even when specific keywords aren’t present - it aims to improve ad relevance, increase visibility, and drive more conversions.
Simon Steer, Head of Paid Digital at Accord, shares his thoughts on the rollout.
How we’re testing it
To avoid compromising performance on live campaigns, we’ve opted to run AI Max as an experiment. Typically, our experiments run for four weeks, which is enough time to move beyond the learning phase. However, given the novelty of AI Max, we’ve extended the testing period to six weeks for more meaningful results.
Early insights
Test results so far have been mixed:
Client X (broad match, no budget cap): AI Max picked up several irrelevant search terms, behaving more like DSAs - broad and unpredictable - requiring significant negative keyword management. While it’s designed to factor in landing pages, intent, existing keywords, and ad creative, its execution feels premature. Opting out of Search Term Matching may become necessary if control remains limited.
Client Y (phrase/exact match, budget-constrained): Here, AI Max has only triggered four search terms since launch, with most traffic still coming from the original match types. This aligns with Google’s own guidance: AI Max performs best with broad match campaigns and uncapped budgets.
Our verdict (so far)
AI Max is promising for accounts looking to increase volume, but it’s still in its early stages. Like PMax at launch, it will likely require time - and considerable refinement - before becoming a trusted part of our broader client strategies.
Ready to unlock the full potential of your Paid Digital strategy?
Get in touch with Accord’s expert team today and let us help maximise results with the latest in AI-driven campaign innovation.
Simon Steer
Simon is our Head of Paid Digital.
