AI Max for Search Campaigns: Key Takeaways from Ginny Marvin’s PPC Chat interview
AI Max is not a new campaign type. It’s a set of optional features you can enable in standard Search campaigns. These include:
– Keywordless targeting (based on landing pages and ad assets)
– Text customization (formerly automatically created assets)
– Final URL expansion (within ad group theme only)
I- t requires Smart Bidding (Max Conversions or Max Conversion Value) and is opt-in for existing campaigns. For new campaigns, it may be enabled by default, with the option to turn features off individually.
What stays the same:
– Search auction priority: exact > phrase > broad > AI Max/PMax
– Keyword match behavior and negatives
– Campaign-level geo settings
– Use of audience segments (no change)
What’s new:
– Ad group-level controls for brand targeting, geo intent, URL rules
“Source” column in the search terms report to track keywordless and broad match expansion
– Drafts & Experiments supported for testing
– Ability to disable text customization or URL expansion separately
Performance insights (Google internal data):
– Average uplift: +14% conversions or value at similar CPA/ROAS
– For campaigns using mostly exact/phrase match: +27% uplift
Best suited for accounts with:
– Clean structure and themed ad groups
– Updated landing pages
– Interest in incremental reach without adding complexity
AI Max utilizes the same underlying technology as PMax, but it serves only on Search. It expands your reach without replacing keywords.
