Google’s New AI Max: A Smarter Way to Target?

Google has introduced AI Max for Search, aiming to make PPC campaigns more effective by using AI to predict what potential customers might search for, even if they do not use the exact keywords set in the campaign. While it sounds promising, there are some questions about how well it will work in practice.

How Google Says It Will Work

Google claims that AI Max will help advertisers show up in more relevant searches by predicting user intent, even when search terms do not match exactly. The idea is for AI to dynamically adjust ad content to fit what people are looking for, capturing new opportunities that might otherwise be missed.

This could be useful for businesses with a wide range of products. However, there is a risk that if the AI is not accurate enough, ads might appear in loosely related searches, leading to wasted ad spend. There is also the question of whether AI-generated text will always match user intent effectively.

To gain insight into how AI Max could impact campaign performance, we spoke to Finley Constable, a member of our paid team at Honchō. Finley shared his thoughts on the potential challenges and benefits, saying:

"Most of us working in Paid Search saw this coming. Google has been leaning into AI for a while now, and as users become more conversational in their search behaviour, it makes sense for the platform to offer advertisers tools that reflect that shift. AI Max feels like a natural evolution, giving marketers new targeting options and creative flexibility to reach users who may have been missed under the traditional keyword model.

That said, I’m cautious about AI’s increasing role in ad creative. Automatically Created Assets are already part of the setup, but pushing automation further could lead to poor quality clicks. For example, if someone searches for 'red trainers' and AI Max picks your generic trainer product page (with a red colour option) as the best match, it might update your ad copy and URL accordingly. But if that item’s out of stock or not quite right, you risk wasting budget on irrelevant traffic. The intent may be right, but AI Max could prioritise perceived relevance over accuracy, hurting both performance and trust.

There are other concerns too. Can AI Max maintain brand tone? Will it keep up with frequently updated web content? Could pages be optimised in misleading ways just to trigger ad placements? 

Overall, AI Max has strong potential for marketers to tap into new audiences and boost performance, especially with reported conversion lifts of 14% in testing. But marketers should approach with caution. Over-relying on automation can easily lead to misleading messaging, weak leads, and wasted budget if campaigns aren’t closely managed."

Potential Benefits: Is It Really an Upgrade?

The main advantage, according to Google, is that AI Max can automatically create new ad text based on landing pages and existing keywords. This could make campaigns more adaptable and reduce the need for manual updates, leading to higher conversion rates as search trends change.

Another benefit is the potential to broaden reach without losing precision. Google says the feature will find new, relevant search terms related to your product, even if they were not initially considered. For brands with diverse products, this could help increase visibility without constantly updating keywords.

However, letting AI handle ad text and keyword matching could reduce the precision that comes from manually crafted campaigns. This could be an issue for brands that need to maintain a consistent tone and message.

Possible Challenges: Will AI Max Deliver?

A key challenge is whether the AI can truly understand user intent in a way that improves ad performance. Predicting what users might search for is useful, but if the AI gets it wrong, ads might show up in irrelevant searches, leading to lower engagement and higher costs.

There is also the risk that automatically generated text may not be as compelling as human-crafted content, potentially resulting in generic ads that do not fully highlight what makes a product unique.

Is There a Risk of Overspending?

One concern with AI Max is the potential for overspending. Since it relies on AI to predict user intent and adjust ad content, advertisers might lose control over budget allocation. If the AI broadens targeting too much or misinterprets search intent, ads might appear in less relevant searches, increasing costs without meaningful results. Setting clear budget limits and monitoring performance closely will be crucial to minimising waste.

The Balance Between Automation and Control

Google’s move towards more automation is not new, but AI Max takes it further by blending AI-driven text and keyword adaptation. While this might save time, it could also mean losing control over messaging. Brands that rely on consistent tone and branding may find that AI Max does not fully align with their needs.

Google suggests that AI Max will offer flexibility, but it is not clear how well it will balance with maintaining brand identity. For some, it might work best as a support tool rather than a full replacement for manual input.

Final Thoughts: A Promising, but Unproven Tool

AI Max has the potential to make search campaigns more dynamic and responsive. If the AI accurately predicts intent and generates relevant text, it could help brands capture new search opportunities without losing control.

However, the real test will be how well the AI understands context and nuance. Until more data comes in from advertisers using it, it is uncertain whether AI Max will significantly improve campaign performance or introduce new challenges. For now, it seems promising, but advertisers should proceed with caution.