AI Max for Search
AI Max for Search is a set of AI features in Google Ads that expands Search campaigns beyond their keywords and writes ad text from your website.
What is AI Max for Search?
AI Max for Search campaigns is a suite of AI-powered targeting and creative features in Google Ads. Google introduced it in 2025 and is also moving Dynamic Search Ads campaigns over to it. Advertisers switch it on per campaign; existing keywords, ads and landing pages then act as signals rather than hard limits.
AI Max combines three features:
- Search term matching uses your keywords, ads and landing pages to show ads for relevant searches beyond your keyword list.
- Text customization generates headlines and descriptions from your landing pages and existing assets.
- Final URL expansion sends visitors to the page on your website that best fits their search, not only to the landing page you set.
AI Max differs from Performance Max in scope: it remains a Search campaign with its keyword reporting and controls, while Performance Max runs across all Google channels.
For international accounts, AI Max needs clear guardrails. Use negative keywords, brand and URL exclusions and location settings as usual, and review search terms and generated ad text per market and language: automated copy has to match local terminology and legal requirements. Feed the system conversion data you trust, because it optimizes for exactly the conversion or ROAS goals you set.