Google AI Max for Search: what to switch on and what to control
AI Max can find new searches, and it can also waste budget. Here are the settings I check, and how I test it without risking a working account.
Premkumar Ragav
AI Max is Google's bundle of automation for Search campaigns. I treat it like any other automated feature: useful when fed good data, costly when left alone. Google changes the details and dates often, so check Google Ads Help for the current position in your account.
What it does
- Search term matching finds searches beyond your keywords, using your landing pages and ads as signals.
- Text customisation writes ad text from your page and existing assets.
- Final URL expansion sends people to the page Google considers the most relevant on your site.
Each one has its own risk, so review each one separately instead of accepting the whole bundle.
What to check first
- Conversion tracking. If you count low-quality form fills, AI Max will find more of them. Fix this first with proper conversion tracking.
- Negative keywords. A clean list matters even more now. Run this audit first.
- URL rules. Exclude your careers, blog and privacy pages, so ads do not land there.
- Brand wording. In regulated areas such as healthcare, generated claims can cause real trouble.
How I test it
I do not turn it on across an account. I choose one campaign with steady conversion volume, enable it there if the setup is safe, and compare results over at least four weeks. What I compare is the cost per qualified lead rather than the platform's own conversion count. If you can, feed in sales outcomes from your CRM.
When I would avoid it
- Accounts with too little conversion data to learn from
- Healthcare and finance, unless text controls are in place and copy has been reviewed
- Very small local budgets where every click must count
- Brand-only campaigns
Keep reading the search terms
This habit matters more every year. Check search terms weekly, add negatives, and stop anything that does not fit. The same thinking applies to Performance Max.
Automation is only as good as the goal you give it. If your goal is cheap form fills, you will get cheap form fills. If you want help with a test, see my Google Ads management service.
Frequently asked
Is AI Max the same as Performance Max?
No. AI Max is a set of features added to a Search campaign. Performance Max is a separate campaign type that runs across all of Google's channels.
Can I turn off parts of AI Max?
Generally yes. Search term matching, text customisation and final URL expansion each have controls, although Google can change these, so check your account.
Will AI Max replace keywords?
Keywords still act as signals, and exact and phrase match are still useful for control. Reports should guide how much to rely on automation.