TL;DR:<\/strong><\/h3>\n\n\n\n\n- AI Max for Search is Google\u2019s new feature for Search campaigns that enhances keyword reach, ad asset generation, and landing page selection using AI\u2014without sacrificing control. <\/li>\n\n\n\n
- It\u2019s a one-click upgrade that enables keywordless matching, dynamic ad copy, and URL expansion. Ideal for advertisers seeking automation with transparency, AI Max offers brand safety tools, reporting improvements, and compatibility with Smart Bidding strategies. <\/li>\n\n\n\n
- Use it to discover untapped queries, scale creative, and improve conversion performance, especially in campaigns relying on exact or phrase match.<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
What is AI Max?<\/strong><\/h3>\n\n\n\nAI Max is a new one-click feature suite<\/strong> within Google Search campaigns<\/strong> (now rolling out globally in beta). It enables advanced, AI-powered enhancements to:<\/p>\n\n\n\n\n- Expand keyword reach using broad match<\/strong> and keywordless targeting<\/strong><\/li>\n\n\n\n
- Dynamically generate and optimize ad assets (headlines, descriptions)<\/li>\n\n\n\n
- Route users to the most relevant landing pages<\/li>\n\n\n\n
- Provide new controls and reporting transparency<\/li>\n<\/ul>\n\n\n\n
It\u2019s not a new campaign type\u2014it\u2019s a feature layer<\/strong> you can activate within standard Search campaigns<\/p>\n\n\n\n<\/div>\n\n\n\n![\"\"](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2025\/07\/image-2-1024x538.png\")
<\/a><\/figure><\/div>\n\n\n<\/div>\n\n\n\nGinny Marvin<\/a>, Ads Product Liaison, from Google Ads, said<\/a>:<\/p>\n\n\n\n\nYour existing campaign settings don\u2019t change, including location, budget, language, etc. However, AI Max introduces new optional location controls at the ad group level.<\/em><\/p>\n<\/blockquote>\n\n\n\n<\/div>\n\n\n\nHow does AI Max Work?<\/strong><\/h3>\n\n\n\nYou provide<\/strong>:<\/p>\n\n\n\n\n- A goal (sales, leads, etc.)<\/li>\n\n\n\n
- A budget<\/li>\n\n\n\n
- Basic business or product info (optional assets)<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
Google\u2019s AI handles<\/strong>:<\/p>\n\n\n\nOnce enabled, AI Max:<\/p>\n\n\n\n
\n- Search term matching<\/strong> \u2013 Expands beyond your keywords using broad match and \u201ckeyword\u2011less\u201d technology to capture relevant queries you might be missing <\/li>\n\n\n\n
- Audience Targeting<\/strong>: Uses real-time signals (intent, behavior, location, device) to reach likely converters \u2014 no manual audience setup needed<\/li>\n\n\n\n
- Audience Targeting<\/strong>: Uses real-time signals (intent, behavior, location, device) to reach likely converters \u2014 no manual audience setup needed<\/li>\n\n\n\n
- URL Expansion<\/strong>: Dynamically chooses landing pages based on performance (with optional URL exclusions)<\/li>\n\n\n\n
- Bidding Compatibility<\/strong>: Works with your selected bid strategy (Maximize Conversions, Target CPA\/ROAS, etc.) \u2014 AI Max doesn’t change bidding, but enhances outcomes<\/li>\n\n\n\n
- Placements<\/strong>: Limited to Google Search + Search Partners (if enabled); not cross-network like Performance Max<\/li>\n\n\n\n
- Transparency & Control<\/strong>: Retains visibility into search terms and allows negative keywords, brand and URL exclusions
<\/li>\n<\/ol>\n\n\n\nIt\u2019s goal-based<\/em>, cross-channel<\/em>, and auto-generated<\/em> \u2014 a black-box campaign powered entirely by Google’s AI.<\/p>\n\n\n\n<\/div>\n\n\n\nHow to Test AI Max?<\/strong><\/h3>\n\n\n\nAI Max brings powerful automation to Search, but before rolling it out fully, it’s smart to test it in a controlled way. Here’s how you can approach testing it efficiently:<\/p>\n\n\n\n
<\/div>\n\n\n\n\n- Start with a Draft + Experiment<\/strong>\n
\n- Run A\/B tests with AI Max toggled on vs. off. Set up a new Search campaign<\/strong> with AI Max enabled<\/strong><\/li>\n\n\n\n
- Keep it separate from your existing campaigns to isolate performance<\/li>\n\n\n\n
- Use consistent budgets and conversion goals.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Monitor Search Term Match Types<\/strong>\n
\n- Use the new \u201cSearch term match type\u201d segmentation to compare keyword vs. keywordless performance.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Use Exclusions like Brand & Geo Controls<\/strong>\n
\n- Apply exclusions to prevent irrelevant expansion.<\/li>\n\n\n\n
- Apply negative keywords<\/strong>, and URL blocks<\/strong> as needed<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Compare Against a Control Campaign<\/strong>\n
\n- Keep a parallel manual Search campaign for the same goal<\/li>\n\n\n\n
- Compare performance: CPCs, conversions, search term quality<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Track Incrementality<\/strong>\n
\n- Look for net new conversions<\/strong> and lower CPAs<\/strong> from untapped queries<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<\/div>\n\n\n\n
What is the role of Negative Keywords in AI Max Campaigns?<\/strong><\/h3>\n\n\n\nNegative keywords can be applied at the campaign or ad group level. In addition, AI Max offers brand exclusions and geo-intent targeting to give you more precise control over where and how your ads appear.<\/p>\n\n\n\n
<\/div>\n\n\n\n1. Control Over AI-Driven Expansion<\/strong><\/h4>\n\n\n\nAI Max uses broad match logic and machine learning to go beyond your keyword list and match a wide range of user queries.
Negative keywords help narrow down and block irrelevant or low-intent queries<\/strong> that Google\u2019s AI might otherwise include.<\/p>\n\n\n\n<\/div>\n\n\n\n2. Supports Brand Safety and Budget Efficiency<\/strong><\/h4>\n\n\n\n\n- Helps avoid showing ads for brand-inappropriate searches<\/strong><\/li>\n\n\n\n
- Prevents wasting spend on unqualified or irrelevant traffic<\/li>\n\n\n\n
- Especially useful if you’re using URL expansion<\/strong>, where AI chooses landing pages<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
![\"\"](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2025\/07\/image-4-1024x600.png\")
<\/a><\/figure><\/div>\n\n\n<\/div>\n\n\n\n3. Refining AI Match Behavior<\/strong><\/h4>\n\n\n\nAI Max automates keyword expansion, but it doesn\u2019t understand brand positioning, niche relevance, or nuanced business exclusions like a human would.
Negative keywords act as your manual override<\/strong> to fine-tune AI suggestions.<\/p>\n\n\n\n<\/div>\n\n\n\nHow is AI Max different from other features?<\/strong><\/h3>\n\n\n\n<\/div>\n\n\n\nGinny Marvin<\/a>, Ads Product Liaison, from Google Ads, said<\/a>:<\/p>\n\n\n\n\nAI Max for Search campaigns is built to have parity with Search on PMax. Both AI Max for Search campaigns and PMax use the latest Google AI and the main difference is that PMax serves ads across Search and non-Search channels, while AI Max for Search campaigns only serves on Search text inventory. And as we\u2019ve touched on \u2014 there are also additional features available with AI Max for Search campaigns such as new ad group level controls (search term matching, text customization, URL expansion, location targeting, brand controls and search category tracking parameter) and reporting options. <\/em><\/p>\n<\/blockquote>\n\n\n\n<\/div>\n\n\n\n1. It\u2019s Not a New Campaign Type\u2014It\u2019s a Feature Layer<\/strong><\/h4>\n\n\n\n\n- AI Max<\/strong> is applied within<\/em> standard Search campaigns.<\/li>\n\n\n\n
- Unlike Performance Max<\/strong>, which is a separate campaign type spanning all Google channels, AI Max keeps you in the Search ecosystem\u2014with added automation.<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
2. Keywordless Matching + Broad Match Expansion<\/strong><\/h4>\n\n\n\n\n- AI Max introduces keywordless targeting<\/strong>, using your landing pages, ad assets, and context to match queries\u2014even if you haven\u2019t added them as keywords.<\/li>\n\n\n\n
- This goes beyond traditional broad match<\/strong>, which still requires a keyword seed.<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
\nBroad match is not considered \u201ckeywordless\u201d because the keyword is what\u2019s used for matching to the query (along with other signals). DSAs & PMax are examples of using keywordless technology \u2013 where you don\u2019t explicitly enter keywords for targeting. AI Max for Search uses 2 types of info for keywordless targeting: landing page info (like DSA) as well as targeting based on the content in the ad group including your assets & keywords.<\/em><\/p>\n<\/blockquote>\n\n\n\n
What is AI Max?<\/strong><\/h3>\n\n\n\nAI Max is a new one-click feature suite<\/strong> within Google Search campaigns<\/strong> (now rolling out globally in beta). It enables advanced, AI-powered enhancements to:<\/p>\n\n\n\n\n- Expand keyword reach using broad match<\/strong> and keywordless targeting<\/strong><\/li>\n\n\n\n
- Dynamically generate and optimize ad assets (headlines, descriptions)<\/li>\n\n\n\n
- Route users to the most relevant landing pages<\/li>\n\n\n\n
- Provide new controls and reporting transparency<\/li>\n<\/ul>\n\n\n\n
It\u2019s not a new campaign type\u2014it\u2019s a feature layer<\/strong> you can activate within standard Search campaigns<\/p>\n\n\n\n<\/div>\n\n\n\n<\/a><\/figure><\/div>\n\n\n<\/div>\n\n\n\nGinny Marvin<\/a>, Ads Product Liaison, from Google Ads, said<\/a>:<\/p>\n\n\n\n\nYour existing campaign settings don\u2019t change, including location, budget, language, etc. However, AI Max introduces new optional location controls at the ad group level.<\/em><\/p>\n<\/blockquote>\n\n\n\n<\/div>\n\n\n\nHow does AI Max Work?<\/strong><\/h3>\n\n\n\nYou provide<\/strong>:<\/p>\n\n\n\n\n- A goal (sales, leads, etc.)<\/li>\n\n\n\n
- A budget<\/li>\n\n\n\n
- Basic business or product info (optional assets)<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
Google\u2019s AI handles<\/strong>:<\/p>\n\n\n\nOnce enabled, AI Max:<\/p>\n\n\n\n
\n- Search term matching<\/strong> \u2013 Expands beyond your keywords using broad match and \u201ckeyword\u2011less\u201d technology to capture relevant queries you might be missing <\/li>\n\n\n\n
- Audience Targeting<\/strong>: Uses real-time signals (intent, behavior, location, device) to reach likely converters \u2014 no manual audience setup needed<\/li>\n\n\n\n
- Audience Targeting<\/strong>: Uses real-time signals (intent, behavior, location, device) to reach likely converters \u2014 no manual audience setup needed<\/li>\n\n\n\n
- URL Expansion<\/strong>: Dynamically chooses landing pages based on performance (with optional URL exclusions)<\/li>\n\n\n\n
- Bidding Compatibility<\/strong>: Works with your selected bid strategy (Maximize Conversions, Target CPA\/ROAS, etc.) \u2014 AI Max doesn’t change bidding, but enhances outcomes<\/li>\n\n\n\n
- Placements<\/strong>: Limited to Google Search + Search Partners (if enabled); not cross-network like Performance Max<\/li>\n\n\n\n
- Transparency & Control<\/strong>: Retains visibility into search terms and allows negative keywords, brand and URL exclusions
<\/li>\n<\/ol>\n\n\n\nIt\u2019s goal-based<\/em>, cross-channel<\/em>, and auto-generated<\/em> \u2014 a black-box campaign powered entirely by Google’s AI.<\/p>\n\n\n\n<\/div>\n\n\n\nHow to Test AI Max?<\/strong><\/h3>\n\n\n\nAI Max brings powerful automation to Search, but before rolling it out fully, it’s smart to test it in a controlled way. Here’s how you can approach testing it efficiently:<\/p>\n\n\n\n
<\/div>\n\n\n\n\n- Start with a Draft + Experiment<\/strong>\n
\n- Run A\/B tests with AI Max toggled on vs. off. Set up a new Search campaign<\/strong> with AI Max enabled<\/strong><\/li>\n\n\n\n
- Keep it separate from your existing campaigns to isolate performance<\/li>\n\n\n\n
- Use consistent budgets and conversion goals.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Monitor Search Term Match Types<\/strong>\n
\n- Use the new \u201cSearch term match type\u201d segmentation to compare keyword vs. keywordless performance.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Use Exclusions like Brand & Geo Controls<\/strong>\n
\n- Apply exclusions to prevent irrelevant expansion.<\/li>\n\n\n\n
- Apply negative keywords<\/strong>, and URL blocks<\/strong> as needed<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Compare Against a Control Campaign<\/strong>\n
\n- Keep a parallel manual Search campaign for the same goal<\/li>\n\n\n\n
- Compare performance: CPCs, conversions, search term quality<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Track Incrementality<\/strong>\n
\n- Look for net new conversions<\/strong> and lower CPAs<\/strong> from untapped queries<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<\/div>\n\n\n\n
What is the role of Negative Keywords in AI Max Campaigns?<\/strong><\/h3>\n\n\n\nNegative keywords can be applied at the campaign or ad group level. In addition, AI Max offers brand exclusions and geo-intent targeting to give you more precise control over where and how your ads appear.<\/p>\n\n\n\n
<\/div>\n\n\n\n1. Control Over AI-Driven Expansion<\/strong><\/h4>\n\n\n\nAI Max uses broad match logic and machine learning to go beyond your keyword list and match a wide range of user queries.
Negative keywords help narrow down and block irrelevant or low-intent queries<\/strong> that Google\u2019s AI might otherwise include.<\/p>\n\n\n\n<\/div>\n\n\n\n2. Supports Brand Safety and Budget Efficiency<\/strong><\/h4>\n\n\n\n\n- Helps avoid showing ads for brand-inappropriate searches<\/strong><\/li>\n\n\n\n
- Prevents wasting spend on unqualified or irrelevant traffic<\/li>\n\n\n\n
- Especially useful if you’re using URL expansion<\/strong>, where AI chooses landing pages<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n<\/a><\/figure><\/div>\n\n\n<\/div>\n\n\n\n
3. Refining AI Match Behavior<\/strong><\/h4>\n\n\n\nAI Max automates keyword expansion, but it doesn\u2019t understand brand positioning, niche relevance, or nuanced business exclusions like a human would.
Negative keywords act as your manual override<\/strong> to fine-tune AI suggestions.<\/p>\n\n\n\n<\/div>\n\n\n\nHow is AI Max different from other features?<\/strong><\/h3>\n\n\n\n<\/div>\n\n\n\nGinny Marvin<\/a>, Ads Product Liaison, from Google Ads, said<\/a>:<\/p>\n\n\n\n\nAI Max for Search campaigns is built to have parity with Search on PMax. Both AI Max for Search campaigns and PMax use the latest Google AI and the main difference is that PMax serves ads across Search and non-Search channels, while AI Max for Search campaigns only serves on Search text inventory. And as we\u2019ve touched on \u2014 there are also additional features available with AI Max for Search campaigns such as new ad group level controls (search term matching, text customization, URL expansion, location targeting, brand controls and search category tracking parameter) and reporting options. <\/em><\/p>\n<\/blockquote>\n\n\n\n<\/div>\n\n\n\n1. It\u2019s Not a New Campaign Type\u2014It\u2019s a Feature Layer<\/strong><\/h4>\n\n\n\n\n- AI Max<\/strong> is applied within<\/em> standard Search campaigns.<\/li>\n\n\n\n
- Unlike Performance Max<\/strong>, which is a separate campaign type spanning all Google channels, AI Max keeps you in the Search ecosystem\u2014with added automation.<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
2. Keywordless Matching + Broad Match Expansion<\/strong><\/h4>\n\n\n\n\n- AI Max introduces keywordless targeting<\/strong>, using your landing pages, ad assets, and context to match queries\u2014even if you haven\u2019t added them as keywords.<\/li>\n\n\n\n
- This goes beyond traditional broad match<\/strong>, which still requires a keyword seed.<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
\nBroad match is not considered \u201ckeywordless\u201d because the keyword is what\u2019s used for matching to the query (along with other signals). DSAs & PMax are examples of using keywordless technology \u2013 where you don\u2019t explicitly enter keywords for targeting. AI Max for Search uses 2 types of info for keywordless targeting: landing page info (like DSA) as well as targeting based on the content in the ad group including your assets & keywords.<\/em><\/p>\n<\/blockquote>\n\n\n\n
- \n
- Expand keyword reach using broad match<\/strong> and keywordless targeting<\/strong><\/li>\n\n\n\n
- Dynamically generate and optimize ad assets (headlines, descriptions)<\/li>\n\n\n\n
- Route users to the most relevant landing pages<\/li>\n\n\n\n
- Provide new controls and reporting transparency<\/li>\n<\/ul>\n\n\n\n
It\u2019s not a new campaign type\u2014it\u2019s a feature layer<\/strong> you can activate within standard Search campaigns<\/p>\n\n\n\n
<\/div>\n\n\n\n<\/a><\/figure><\/div>\n\n\n<\/div>\n\n\n\nGinny Marvin<\/a>, Ads Product Liaison, from Google Ads, said<\/a>:<\/p>\n\n\n\n
\n
Your existing campaign settings don\u2019t change, including location, budget, language, etc. However, AI Max introduces new optional location controls at the ad group level.<\/em><\/p>\n<\/blockquote>\n\n\n\n
<\/div>\n\n\n\nHow does AI Max Work?<\/strong><\/h3>\n\n\n\n
You provide<\/strong>:<\/p>\n\n\n\n
- \n
- A goal (sales, leads, etc.)<\/li>\n\n\n\n
- A budget<\/li>\n\n\n\n
- Basic business or product info (optional assets)<\/li>\n<\/ul>\n\n\n\n<\/div>\n\n\n\n
Google\u2019s AI handles<\/strong>:<\/p>\n\n\n\n
Once enabled, AI Max:<\/p>\n\n\n\n
- \n
- Search term matching<\/strong> \u2013 Expands beyond your keywords using broad match and \u201ckeyword\u2011less\u201d technology to capture relevant queries you might be missing <\/li>\n\n\n\n
- Audience Targeting<\/strong>: Uses real-time signals (intent, behavior, location, device) to reach likely converters \u2014 no manual audience setup needed<\/li>\n\n\n\n
- Audience Targeting<\/strong>: Uses real-time signals (intent, behavior, location, device) to reach likely converters \u2014 no manual audience setup needed<\/li>\n\n\n\n
- URL Expansion<\/strong>: Dynamically chooses landing pages based on performance (with optional URL exclusions)<\/li>\n\n\n\n
- Bidding Compatibility<\/strong>: Works with your selected bid strategy (Maximize Conversions, Target CPA\/ROAS, etc.) \u2014 AI Max doesn’t change bidding, but enhances outcomes<\/li>\n\n\n\n
- Placements<\/strong>: Limited to Google Search + Search Partners (if enabled); not cross-network like Performance Max<\/li>\n\n\n\n
- Transparency & Control<\/strong>: Retains visibility into search terms and allows negative keywords, brand and URL exclusions
<\/li>\n<\/ol>\n\n\n\nIt\u2019s goal-based<\/em>, cross-channel<\/em>, and auto-generated<\/em> \u2014 a black-box campaign powered entirely by Google’s AI.<\/p>\n\n\n\n
<\/div>\n\n\n\nHow to Test AI Max?<\/strong><\/h3>\n\n\n\n
AI Max brings powerful automation to Search, but before rolling it out fully, it’s smart to test it in a controlled way. Here’s how you can approach testing it efficiently:<\/p>\n\n\n\n
<\/div>\n\n\n\n- \n
- Start with a Draft + Experiment<\/strong>\n
- \n
- Run A\/B tests with AI Max toggled on vs. off. Set up a new Search campaign<\/strong> with AI Max enabled<\/strong><\/li>\n\n\n\n
- Keep it separate from your existing campaigns to isolate performance<\/li>\n\n\n\n
- Use consistent budgets and conversion goals.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Monitor Search Term Match Types<\/strong>\n
- \n
- Use the new \u201cSearch term match type\u201d segmentation to compare keyword vs. keywordless performance.<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Use Exclusions like Brand & Geo Controls<\/strong>\n
- \n
- Apply exclusions to prevent irrelevant expansion.<\/li>\n\n\n\n
- Apply negative keywords<\/strong>, and URL blocks<\/strong> as needed<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Compare Against a Control Campaign<\/strong>\n
- \n
- Keep a parallel manual Search campaign for the same goal<\/li>\n\n\n\n
- Compare performance: CPCs, conversions, search term quality<\/li>\n<\/ul>\n<\/li>\n\n\n\n
- Track Incrementality<\/strong>\n
- \n
- Look for net new conversions<\/strong> and lower CPAs<\/strong> from untapped queries<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n<\/div>\n\n\n\n
What is the role of Negative Keywords in AI Max Campaigns?<\/strong><\/h3>\n\n\n\n
Negative keywords can be applied at the campaign or ad group level. In addition, AI Max offers brand exclusions and geo-intent targeting to give you more precise control over where and how your ads appear.<\/p>\n\n\n\n
<\/div>\n\n\n\n1. Control Over AI-Driven Expansion<\/strong><\/h4>\n\n\n\n
AI Max uses broad match logic and machine learning to go beyond your keyword list and match a wide range of user queries.
Negative keywords help narrow down and block irrelevant or low-intent queries<\/strong> that Google\u2019s AI might otherwise include.<\/p>\n\n\n\n<\/div>\n\n\n\n2. Supports Brand Safety and Budget Efficiency<\/strong><\/h4>\n\n\n\n
- \n
- Helps avoid showing ads for brand-inappropriate searches<\/strong><\/li>\n\n\n\n
- Prevents wasting spend on unqualified or irrelevant traffic<\/li>\n\n\n\n
- Especially useful if you’re using URL expansion<\/strong>, where AI chooses landing pages<\/li>\n<\/ul>\n\n\n\n
<\/div>\n\n\n\n<\/a><\/figure><\/div>\n\n\n<\/div>\n\n\n\n3. Refining AI Match Behavior<\/strong><\/h4>\n\n\n\n
AI Max automates keyword expansion, but it doesn\u2019t understand brand positioning, niche relevance, or nuanced business exclusions like a human would.
Negative keywords act as your manual override<\/strong> to fine-tune AI suggestions.<\/p>\n\n\n\n<\/div>\n\n\n\nHow is AI Max different from other features?<\/strong><\/h3>\n\n\n\n
<\/div>\n\n\n\nGinny Marvin<\/a>, Ads Product Liaison, from Google Ads, said<\/a>:<\/p>\n\n\n\n
\n
AI Max for Search campaigns is built to have parity with Search on PMax. Both AI Max for Search campaigns and PMax use the latest Google AI and the main difference is that PMax serves ads across Search and non-Search channels, while AI Max for Search campaigns only serves on Search text inventory. And as we\u2019ve touched on \u2014 there are also additional features available with AI Max for Search campaigns such as new ad group level controls (search term matching, text customization, URL expansion, location targeting, brand controls and search category tracking parameter) and reporting options. <\/em><\/p>\n<\/blockquote>\n\n\n\n
<\/div>\n\n\n\n1. It\u2019s Not a New Campaign Type\u2014It\u2019s a Feature Layer<\/strong><\/h4>\n\n\n\n
- \n
- AI Max<\/strong> is applied within<\/em> standard Search campaigns.<\/li>\n\n\n\n
- Unlike Performance Max<\/strong>, which is a separate campaign type spanning all Google channels, AI Max keeps you in the Search ecosystem\u2014with added automation.<\/li>\n<\/ul>\n\n\n\n
<\/div>\n\n\n\n2. Keywordless Matching + Broad Match Expansion<\/strong><\/h4>\n\n\n\n
- \n
- AI Max introduces keywordless targeting<\/strong>, using your landing pages, ad assets, and context to match queries\u2014even if you haven\u2019t added them as keywords.<\/li>\n\n\n\n
- This goes beyond traditional broad match<\/strong>, which still requires a keyword seed.<\/li>\n<\/ul>\n\n\n\n
<\/div>\n\n\n\n\n
Broad match is not considered \u201ckeywordless\u201d because the keyword is what\u2019s used for matching to the query (along with other signals). DSAs & PMax are examples of using keywordless technology \u2013 where you don\u2019t explicitly enter keywords for targeting. AI Max for Search uses 2 types of info for keywordless targeting: landing page info (like DSA) as well as targeting based on the content in the ad group including your assets & keywords.<\/em><\/p>\n<\/blockquote>\n\n\n\n
- This goes beyond traditional broad match<\/strong>, which still requires a keyword seed.<\/li>\n<\/ul>\n\n\n\n
- Unlike Performance Max<\/strong>, which is a separate campaign type spanning all Google channels, AI Max keeps you in the Search ecosystem\u2014with added automation.<\/li>\n<\/ul>\n\n\n\n
- Helps avoid showing ads for brand-inappropriate searches<\/strong><\/li>\n\n\n\n
- Look for net new conversions<\/strong> and lower CPAs<\/strong> from untapped queries<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n\n\n\n
- Compare Against a Control Campaign<\/strong>\n
- Run A\/B tests with AI Max toggled on vs. off. Set up a new Search campaign<\/strong> with AI Max enabled<\/strong><\/li>\n\n\n\n
- Audience Targeting<\/strong>: Uses real-time signals (intent, behavior, location, device) to reach likely converters \u2014 no manual audience setup needed<\/li>\n\n\n\n
- Search term matching<\/strong> \u2013 Expands beyond your keywords using broad match and \u201ckeyword\u2011less\u201d technology to capture relevant queries you might be missing <\/li>\n\n\n\n
![\"\"](\"https:\/\/www.karooya.com\/blog\/wp-content\/uploads\/2025\/07\/image-2.png\")
<\/a><\/figure><\/div>\n\n\n