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Google is taking another major step in advertising automation with the launch of AI Max for Search campaigns. This suite of tools powered by generative artificial intelligence turns classic Search campaigns into hyper-personalised, adaptive and higher-performing experiences.
Designed to meet new search behaviours that are more complex, visual and contextual, AI Max gives advertisers an unprecedented ability to capture intent in real time.
AI at the heart of advertising strategy
Built on Gemini, Google's powerful AI model, AI Max combines automatic content generation, broadened targeting and continuous optimisation. Its goal: maximise performance while simplifying management, with control still available to advertisers at all times.
AI Max rests on three key pillars:
- Broadened targeting: ads are no longer limited to exact keywords. Thanks to keywordless technology, they also appear on high-potential related queries that were previously out of reach.
- Dynamic ad creation: headlines and descriptions are generated automatically by analysing the landing page, creative assets and search signals.
- Smart redirection (URL Expansion): users are automatically sent to the most relevant page for their query, even if it was not defined in the initial campaign.
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Performance that speaks for itself
The first tests run with major brands show that AI Max's impact on advertising performance is already tangible. Several advertisers are recording results well above those of traditional campaigns.
Test results can be impressive:
- +14% conversions on average, at an equivalent CPA.
- Up to +27% for campaigns based mainly on exact keywords.
- L'Oréal reportedly doubled its conversion rate while cutting its cost per acquisition by 31%, by uncovering new queries such as "what is the best cream for pigmentation spots?".
- The Australian company MyConnect reportedly achieved +16% leads and -13% CPA, with a notable gain coming from entirely new queries.
Smart automation, but under control
Unlike other black box AI systems, AI Max includes new transparency and control settings:
- Brand filters: choose which brands your ad can or cannot appear alongside.
- Intent-based geographic targeting: reach audiences based on their area of interest, not just their physical location.
- Reporting improvements: new reports detail asset performance (headlines, descriptions, URLs), with the option to remove automatically generated elements or refine the user journey.
Rollout & availability
- Available in global beta from 27 May 2025 in the Google Ads interface.
- Integration via the Google Ads API v21 expected for August.
Further announcements are to follow at Google Marketing Live on 21 May.
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A forward-looking vision of advertising
AI Max does not just optimise what already exists: it is part of a much broader transformation of how Google Search is used, a landscape now being reshaped by artificial intelligence.
Users no longer simply type in keywords. They ask complex questions, talk to their voice assistant, take photos with Google Lens or explore topics through multimodal content. With AI Overviews, Google already summarises entire bodies of information through generative AI, delivering an immediate answer without the user needing to click. The search engine is becoming a comprehension engine.
In this new context, AI Max positions itself as the link between this new user experience and advertisers' business objectives. It anticipates needs rather than simply reacting to a query, drawing on a wealth of behavioural, contextual and predictive signals. It understands not only what the user is looking for, but also why they are looking for it, at what moment, and with what intent.
The goal? Move from a simple keyword match to a rich, nuanced interpretation of real intent, capable of generating a tailor-made ad, at the right moment, on the right channel, with the right message. And it does this even when the query does not yet exist in historical data or manually defined targeting.
It is a revolution in how we think about Search advertising: we are no longer talking about technical optimisation but, paradoxically, about human relevance.
And tomorrow? AI is redefining the rules of marketing
What Google is offering with AI Max is only the beginning of a new era in which artificial intelligence no longer merely automates, but reinvents marketing strategy as a whole.
From reactive advertising to proactive advertising
The ad will no longer be only a response to a query. It will anticipate a need, proposing a solution before it is even clearly expressed.
By analysing weak signals, browsing behaviour, search histories and implicit preferences, AI will be able to build high-value communication scenarios.
From segmentation to mass individualisation
Persona-based targeting is over. AI enables real-time personalisation, at the individual level, across all channels: Search, display, YouTube, Discover, and more.
A single campaign will be able to take a thousand forms depending on the profile, the moment, the intent, and even the mood detected.
Towards a fully unified omnichannel marketing
Tomorrow's campaigns will be fluid, contextual and cross-channel. An interaction begun through a voice search will be able to continue in images with Google Lens, then conclude on a mobile site, always accompanied by consistent messages generated dynamically. AI will ensure this narrative continuity across touchpoints.
Immense potential, under certain conditions
This exciting future also raises challenges:
- Algorithm transparency
- Ethics in targeting
- Respect for consent and privacy
- Balance between automation and human control
Google seems aware of this, building supervision tools into AI Max (brand safety, improved reporting, intent-based geographic targeting, and so on). But the future will demand greater vigilance from advertisers, who will need to combine trust in the machine with marketing judgement.
With AI Max, Google is not only changing the way advertising is done: it is redefining the relationship between the advertiser and the user. We are entering an era where advertising becomes service-oriented, intelligent, almost invisible, because it blends into the search experience, at the right moment, with the right message.
For brands, this is a historic opportunity: reconciling performance and relevance, business and user experience. Those who learn to adopt this new approach now will gain a considerable lead in an advertising landscape that will keep evolving.
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In summary: why adopt AI Max now?
- Maximised conversions without an increase in cost.
- Smart, dynamic targeting based on real intent.
- Automated creation of relevant ads.
- Full control over strategy, brand and delivery.
- A tool accessible to SMEs as much as to large enterprises.
AI Max is not just an update to Google Ads. It is a paradigm shift in Search advertising, where AI becomes a true strategic co-pilot. An opportunity to seize today to get a step ahead.
Conclusion
AI Max ushers in a new era of Search advertising, where automation no longer means loss of control but performance, relevance and agility. By drawing on generative artificial intelligence, Google enables advertisers to reach the right people, at the right moment, with the right message, even in a constantly evolving digital landscape.
For brands, this is a unique opportunity to rethink their acquisition strategy and get a step ahead in an ecosystem where user intent is becoming the new fuel for performance.
The future of advertising will not only be automated, it will be intelligent, personalised and predictive. AI Max is its first major demonstration.
At datashake, we have been closely following AI advances for years and we constantly adapt our strategy to give advertisers the best of every innovation.
Would you like support to transform your acquisition strategy and adapt to today's and tomorrow's market? Feel free to get in touch with us!
FAQ: everything you need to know about AI Max for Search
What is AI Max for Search?
AI Max is a new suite of advertising features built into Google Ads, designed for Search campaigns. It uses generative artificial intelligence (based on the Gemini model) to automate and optimise the delivery, content and targeting of ads.
How is AI Max different from Performance Max?
Performance Max focuses on multi-format campaigns (Display, YouTube, Discover, and so on), whereas AI Max is dedicated specifically to Search. It pushes automation even further with a fine-grained understanding of search intent and real-time personalisation.
What are the main benefits of AI Max?
- +14 to +27% conversions observed on average
- Reduction in cost per acquisition (CPA)
- Discovery of new, high-potential queries
- Automatic creation of headlines, descriptions and redirects to the most relevant pages
Can you keep control over campaigns?
Yes. Google is introducing new steering tools:
- Brand filters
- Intent-based geographic targeting
- The option to remove generated assets
- Enriched reporting with performance tracking by asset and by query
Is AI Max available to everyone?
The global beta rollout begins on 27 May 2025. Integration via the Google Ads API (v21) is planned for August 2025.
Is it suited to small businesses?
Yes. AI Max's automation is precisely what allows SMEs to benefit from advanced performance without having to manage every setting manually. This makes Search advertising more accessible and effective, even without technical expertise.
Does AI Max respect users' privacy?
Google states that it builds in advanced privacy and consent protections. Advertisers must nonetheless remain vigilant and ensure GDPR compliance in their setup.
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