Industry: Health & Wellbeing, eCommerce, Supplements
If you’re managing Google Search campaigns, AI Max is a name you’re about to hear a lot more often. Google is rolling out a new layer of automation within Search campaigns, and it could mark the most significant shift since the introduction of Broad Match or RSAs.
At RTN, we’ve been testing, tweaking, and pushing Google Ads automation since day one - and AI Max has all the markings of a game-changer. But is it a step forward for performance? Or just another black box wrapped in buzzwords?
Let’s break it down.
What Is AI Max?
In short: AI Max is Google’s PMax-style system, purpose-built for Search. It brings automation deeper into your existing campaigns, but with more transparency and control than we’ve seen before (remember the dreaded black box PMax upon it's initial launch).
Here’s what stands out:
• Expanded Query Matching: Keywords become signals - not limits. AI Max goes broader to capture high-intent searches you might normally miss, leaning heavily on machine learning to understand searcher intent. Think of it as Broad Match and DSA had a smarter, more targeted child.
• Final URL Expansion: Google can choose the most relevant landing page dynamically - not just the one you assigned. But you’re still in control: you can whitelist or exclude URLs as needed.
• Dynamic Text Customisation: Headlines and descriptions are generated based on your website and the user’s query. But this isn’t “set it and forget it” - you can review and edit before anything goes live.
• Brand Control & Location Targeting at Ad Group Level: A long-awaited feature that gives you more precise geo-targeting and brand safety measures, especially useful for multi-location or franchise-style businesses.
• Synthetic Keywords: This new reporting signal shows you what the user really meant, even if their typed query was vague or conversational. It’s a useful insight layer that could reshape how we think about intent mapping.
We’re cautiously optimistic.
AI Max feels like a smart evolution of Google’s automation - one that actually listens to feedback from the PPC community. The balance between automation and control is better. You can still steer the campaign, set your guardrails, and make strategic decisions - all while benefiting from Google’s latest tech under the hood.
We’re especially excited about:
- Smarter intent capture without completely losing control
- More flexibility in creative and landing page mapping
- Transparency around how Google interprets user queries
- Optionality - you don’t have to use AI Max if it doesn’t fit your strategy (for now...)
Caution Ahead
As always with Google Ads, new doesn’t always mean better. Advertisers who blindly switch to AI Max without proper guardrails could see costs rise and ROAS tank.
This update rewards those with:
• Clean, well-structured websites
• Strong conversion tracking
• Clear campaign goals
• Robust negative keyword strategies
It’s not a plug-and-play silver bullet - but in the right hands, it could be powerful.
What We’re Doing at RTN
At RTN, we are ready to begin testing AI Max in controlled environments with select clients once the features land in accounts. We’re building SOPs, refining asset review workflows, and establishing best practices to ensure it improves - not replaces, intelligent campaign management.
And for our clients, rest assured: we’re ahead of the curve, as always.
Final Word
AI Max isn’t just another toggle in Google Ads. It’s a glimpse at where Search is heading: broader, smarter, more automated - but still requiring sharp strategy and human oversight.
If you’re working with a PPC partner, now’s the time to ask how they’re preparing for AI Max. If you’re running things in-house and want a second pair of eyes, we’re happy to help.
Because in the age of AI, the advantage doesn’t go to the biggest budget...it goes to the smartest team.
And when can we expect this? It's in closed beta currently and expected to enter open beta at the end of May. Keep a look out of for it in the Google Ads UI.
Want to see if AI Max is right for your account? Drop us a message - we’re poised to begin testing, learning, and adapting so our clients stay ahead.
