As industry anticipates AI search ads, buyers scrutinize Google’s AI Max

Google’s AI Max for Search product is a key component for brands keen to advertise within AI Overviews and AI Mode search results. But buyers remain unconvinced the AI features intended to save time and increase reach can actually deliver.

Launched in May, AI Max is a suite of targeting and creative tools powered by AI, which aim to improve results for advertisers’ search campaigns across Google Ads, Google Ads Editor, Search Ads 360, and through the Google Ads API.

The tools offer the ability match ads to relevant searches — including ones advertisers haven’t bid on. It can customize ad copy based on user intent as well as automatically send users to a brand’s landing page, via search term matching and text and URL optimization. Those features promise improved reach and performance, as well as saving time spent on campaign optimization.

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