You can’t run AI Max like a normal Search campaign.
Here’s how Google’s AI Max workflow actually works ↓
AI Max is essentially a Performance Max-style upgrade for Search.
But instead of optimising around keywords and ads, it optimises around intent, assets, and destinations.
It’s built on four layers:
Strategy & direction
↳ Balance automation with control
↳ Move from strict keywords to AI-driven search term matching
↳ Use location intent and brand controls to protect coverage and safety
Content system
↳ Ad text is generated from your existing ads, landing pages and assets
↳ Messaging adapts in real time to the user’s query
↳ Final URL expansion routes users to the page most likely to convert
Channels & distribution
↳ AI finds additional relevant queries through assets and landing pages
↳ Control stays layered:
– Ad group: allowed queries and URLs
– Campaign: brand and URL exclusions
Revenue enablement
↳ Creative matches intent more precisely
↳ Less manual asset work, more strategic optimisation
To operate AI Max properly:
☑ Monitor search terms for incremental demand
☑ Review asset performance using spend and conversions
☑ Track AI-selected landing pages
☑ Use {lpurl} in tracking templates
☑ Regularly audit generated assets for brand quality
AI Max doesn’t remove strategy.
It shifts where strategy matters.
