Google Ads AI Max for Search: How It Works and How to Use It

Last updated: 22 October 2026

Google’s AI Max is now the default for new Search campaigns, and Dynamic Search Ads are being retired in its favor, so most advertisers will use it whether they plan to or not. The good news is that AI Max gives you more control than older automation, including brand exclusions, URL exclusions and text guidelines.

This guide explains what Google Ads AI Max does, how to turn it on step by step, the settings that protect your budget, and how to tell if it is working for your account.

What is Google Ads AI Max?

Google Ads AI Max for Search campaigns is a suite of AI targeting and creative features that you add to a standard Search campaign without rebuilding it. It uses your keywords, landing pages and existing ads as signals to find more converting searches and write more relevant ads.

AI Max is part of a wider shift toward AI-managed advertising across Google, Meta and OpenAI’s new ad platform. If you advertise on Facebook too, read our guide to Meta Advantage+, and for ads inside ChatGPT see ChatGPT ads explained. For the rest of your toolkit, our best AI marketing tools list covers email, content and analytics, and how to use ChatGPT for SEO helps you build the organic side alongside paid search.

What does AI Max actually change in your campaign?

AI Max changes three things: which searches trigger your ads, what text your ads show, and which page each visitor lands on. Each feature can be controlled separately at campaign or ad group level.

1. Search term matching

Search term matching combines broad match with Google’s keywordless technology to find relevant queries you did not add as keywords. It must be enabled at campaign level first; you can then switch it off for individual ad groups that need tight keyword control, such as brand campaigns.

2. Text customization

Text customization generates new headlines and descriptions using your landing pages, existing ads, keywords and assets, and tailors them to each search. Text guidelines let you exclude terms and set tone rules, for example “never say cheapest” or “do not mention discounts”.

3. Final URL expansion

Final URL expansion sends a visitor to the most relevant page on your domain instead of the single URL you set. It requires text customization to be on, and pinned responsive search ad assets may not serve while it is active. URL inclusions and exclusions keep traffic away from pages such as careers, blog posts or login screens.

How do you turn on AI Max in Google Ads?

You turn on AI Max in Google Ads by opening a Search campaign’s Settings, finding the AI Max section and switching it on, then choosing which features to use. New Search campaigns have AI Max selected by default.

1. Check conversion tracking. Make sure your key conversions (purchases, leads, calls) are recording correctly and the campaign uses a conversion-based Smart Bidding strategy such as Maximize conversions or Target CPA.
2. Open the campaign. Go to Campaigns, select your Search campaign, then open Settings.
3. Find AI Max. Expand the AI Max section and toggle it on.
4. Choose features. Keep search term matching and text customization on. Turn on final URL expansion if your site has many relevant pages.
5. Add guardrails. Add brand exclusions (campaign level), URL exclusions and text guidelines with words to avoid.
6. Adjust ad groups. Under Keywords and ads, switch search term matching off for any ad group that must stay exact, such as competitor or brand terms.
7. Save and monitor. Give the campaign two to four weeks to learn before judging results.

To update many campaigns at once, select them in Settings, choose Edit, then “Change AI Max settings”. In Google Ads Editor and the API, AI Max settings are also available for bulk changes.

How do you control AI Max so it does not waste budget?

You control AI Max with five guardrails: brand inclusions and exclusions, URL exclusions, text guidelines, negative keywords and ad group-level opt-outs. Set these before launch, not after a bad week.

Is AI Max worth using?

AI Max is worth testing for most advertisers with reliable conversion tracking and at least modest volume, because it often finds converting searches that keyword lists miss. It is less suitable for tiny budgets, accounts without conversion data, and highly regulated messaging where every word needs legal approval.

Google reports two figures: at launch in 2025 it claimed 14% more conversions or conversion value at a similar CPA or ROAS, and in 2026 it said advertisers already using search term matching gained an average 7% when they added text customization and final URL expansion. Both are Google’s internal data, so treat them as a starting expectation, not a promise.

To measure the impact properly, use a campaign experiment that splits traffic between AI Max on and off. Our guide to measuring AI ROI explains how to set a fair baseline.

What happens to Dynamic Search Ads?

Google is retiring Dynamic Search Ads (DSA) in favor of AI Max, and legacy settings are being upgraded to AI Max automatically. Google’s help center says the upgrade is designed to cause no loss in traffic, because AI Max covers the same keywordless matching and landing page selection that DSA did.

If you still run DSA campaigns, review them now: copy your page feeds and exclusions into AI Max URL rules, check that conversion goals are set, and compare performance for a few weeks after the switch.

AI Max best practices for small businesses

Small businesses get the best results from AI Max by keeping campaigns simple, feeding Google clear landing pages and writing a strong base set of ads. AI Max can only remix what you give it.

• Write clear landing pages. Text customization reads your pages, so state prices, service areas and benefits plainly.
• Keep 10 or more strong headlines. Give AI good raw material; our ChatGPT prompts for marketing help you draft them.
• Consolidate. Fewer campaigns with more data learn faster than many tiny ones.
• Use local negatives. Exclude locations and services you do not offer.
• Pair with creative tools. For image assets, see our list of best AI ad generators.

Search behavior is also shifting toward AI answers. Alongside AI Max, make sure your site can appear in AI Overviews and chatbots by following how to rank in AI search. Ecommerce stores should also read AI for ecommerce, and local owners AI for small business.

Frequently asked questions

Next steps

Pick one Search campaign with solid conversion tracking, turn on AI Max with brand and URL exclusions in place, and run it as an experiment for a month. Review the search terms report weekly and keep your best human-written headlines in the asset set. Google updates AI Max features and policies often, so check the Google Ads help center for current settings before you launch.

Sources

• Optimize Google Ads with AI Max for Search campaigns, Google Ads Help, checked 22 October 2026
• AI Max for Search campaigns, Google, 13 May 2026, checked 22 October 2026
• About AI Max for Search campaigns, Google Ads Help, checked 22 October 2026
• Google to retire Dynamic Search Ads in favour of AI Max, Campaign Asia, checked 22 October 2026