What is AI Max and How to Use It in Google Ads – Expert Blog

As someone who’s been managing PPC accounts for years, I’ve seen plenty of Google Ads updates come and go. But AI Max feels different. It’s a step towards more intelligent automation — and when used strategically, it can be a real game-changer for advertisers.

But what does it actually mean for advertisers? If you have been relying on manual keyword management or letting your campaigns run primarily on broad match, AI Max could be the key to reaching more qualified customers.

In this article, we break down what AI Max is, why it matters,

and how, when used effectively alongside other PPC strategies, it can boost your advertising performance.

What is Google Ads AI Max – Why it Matters now?

According to Google, AI Max is an AI-powered enhancement for Google Ads that improves targeting, ad creative, and landing page selection. By analysing real-time user intent, your existing assets, and behaviour data, it can:

• Automatically match your ads to relevant search terms (without relying on exact or phrase match)
• Generate and optimise ad copy dynamically
• Select the most effective landing page through URL expansion
• Apply advanced brand and location controls

At its core, AI Max appears to be a combination of dynamic search ads and an enhanced version of broad match.

AI Max can be found in Campaign settings and can be toggled on/off easily.

Why should you use AI Max?

Google reports that AI Max can deliver:

• Up to 14% more conversions compared to traditional keyword targeting
• A potential 27% incremental uplift for campaigns heavily reliant on exact or phrase match keywords
• Lower cost per conversion and increased reach

How We Recommend Using AI Max

At Front Page Advantage, we see AI Max as a valuable tool, but it works best as part of a broader PPC strategy. While its main appeal is expanded reach, we recommend using AI Max not as a standalone solution but as a strategic enhancement.

Here is why:

• Keyword Discovery – AI Max can uncover high-performing keywords you were not previously targeting.
• Ad Copy Optimisation – Its dynamic ad generation can help you identify better phrasing and messaging.
• Landing Page Insights – It can point you towards landing pages that deliver stronger results.

Using AI Max as a research and optimisation tool allows you to stay ahead of competitors and possibly uncover that single high-value keyword capable of transforming your PPC performance and ad spend.

Key Reminders

Before diving into AI Max, here are some important things to keep in mind:

• Control Your Budget – Google Ads is designed to spend your allocation, so start with a restricted budget while testing AI Max.
• Run A/B Tests – Compare AI Max campaigns against standard phrase and exact match campaigns to measure true performance.
• Track Conversions Properly – Make sure you have robust conversion tracking in place and monitor where AI Max traffic is coming from.
• Expect Mixed Results – From our testing, AI Max can generate less relevant traffic alongside some extraordinarily strong keyword discoveries.
• Use Findings Strategically – Apply the new keywords and insights AI Max uncovers to refine your broader PPC campaigns.

Explore PPC and AI Max with the Experts

If you are interested in exploring how AI Max campaigns or other PPC strategies could help your business grow, our team at Front Page Advantage is here to help. We can analyse your current campaigns, identify new opportunities, and create a strategy that maximises your ad spend. Get in touch with us today to discover how we can elevate your Google Ads campaign.
We can run a quick, no-obligation review to see if it’s the right fit.

Michael Lemmer – Senior SEO & PPC Account Manager

Michael Lemmer is a Senior SEO & PPC Account Manager at Front Page Advantage. With a background in Media, Communication and Advertising, he specialises in creating data-driven strategies that help businesses grow online.