Getting More from Google Ads with AI Max
Running Google Ads can sometimes feel like a full-time job. Between constant updates, shifting targeting rules, and an ever-evolving platform, it’s a lot to keep up with. You’ve got a strong offer. You’ve nailed your targeting. But still… not much happening. A few clicks here and there, maybe some impressions, but nothing to write home about. Certainly not the ROI you were hoping for.
Frustrating? Absolutely.
But there’s a new player in town. It’s called AI Max for Search Campaigns, and it could be just the thing to take the pressure off and give your ads a much-needed boost.
What Even Is AI Max?
Think of AI Max as a smarter way to run your Google Search campaigns. Instead of manually building everything out — setting up keywords, writing multiple ad versions, constantly adjusting bids — AI Max brings together Google’s newer AI features to do the heavy lifting.
Here’s what it offers:
- Smarter targeting
- Dynamic, responsive ad copy
- Access to broader, emerging search queries
- Improved reporting and performance insights
It’s already rolling out globally in beta, and some early users are seeing up to 27% more conversions (you know we are all about data here). This is especially true for campaigns that were heavily reliant on exact or phrase match keywords. In short, it apparently performs better and helps stretch your budget further.
Reach the Right People (Even the Ones You Didn’t Plan For)
One of the biggest wins with AI Max is its ability to connect you with people who aren’t typing in your exact service keywords, but still need what you offer. Say you run a law firm. Your go-to keywords might be “family lawyer” or “business contract lawyer.” But what about the person searching “how do I get shared custody” or “what needs to go in a business partnership agreement”? They’re actively looking for help, but traditional keyword targeting might not catch them. AI Max fills in that gap by picking up those more natural, problem-focused searches and linking them to your ads.
AI Max uses your current setup — keywords, landing pages, creative — and expands your reach to similar high-intent search terms. It figures out who’s already engaging with your ads, then goes out and finds more people like them. And here’s the good part, you still get to:
- Prioritise your match types
- Choose where your ads appear
- Exclude phrases or competitors you don’t want to show up next to
Ads That Actually Match the Search
You know that moment when your ad headline says one thing, but the person searching is after something completely different? (Quick refresher: your headline is the bold text that appears first in your Google ad. It’s the part that grabs attention and tells people what your ad is about.) Sticking with the law firm example, imagine someone searches “do I need a lawyer for my divorce” and your ad headline says, “Experienced Family Law Firm.” It’s not wrong, but it doesn’t match the urgency or intent of the search. It’s a near miss and in paid search, near misses often mean missed clicks.
That’s where AI Max steps in. It automatically updates your ad headlines and descriptions based on what someone’s actually searching for, using content from your landing pages, keywords and existing ads to generate something that feels spot-on in the moment. It also uses a feature called final URL expansion. Instead of sending someone to a generic landing page or your homepage, it directs them to the most relevant part of your site based on their search. It’s a small change that can make a big difference in keeping people engaged once they click through. But this does also mean your website needs to be ready for traffic!
Does AI Max Actually Work?
If we’re being honest, it’s still early days. But here’s what has happened so far:
- L’Oréal Chile used AI Max to double their conversion rate and reduce cost-per-lead by 31%
- MyConnect, an Aussie brand, saw a 16% increase in leads and a 13% drop in cost-per-lead — all by capturing search terms they weren’t targeting before
AI Max is proving to be a practical, performance-focused tool that builds on your existing campaigns. What makes it stand out is how it finds value in the areas you might be overlooking. Instead of relying solely on exact match keywords or static ad copy, it helps your campaign adapt in real time — tapping into search intent that leads to better engagement and lower cost-per-lead. For a local business like a law firm, this could mean showing up for help-driven searches like “how to settle a property dispute” or “legal advice for starting a new business,” even if your campaign was originally built around broader terms like “property lawyer” or “commercial lawyer.” That ability to capture more relevant traffic without extra effort or budget blowout is where AI Max really delivers.
More Insights. Not Less Control.
If you’re someone who gets nervous about AI running the show, that makes sense. Have you seen some of the questionable enhancements popping up over on the Meta platform? Thankfully, Google has taken a different approach by offering tools that give you more transparency, not less. At Poppy Seed Media, we see AI Max as a helpful tool, not a replacement for strategy. You’re still in control of your campaign, your messaging, and how your brand shows up. The difference is that your campaigns can now adapt and improve in real time, without piling extra work onto your plate.
Here’s what we’d suggest:
- Start small. Pick one campaign and test AI Max before rolling it out more broadly.
- Keep an eye on the data. See what’s changing and what kind of search terms are now showing up.
- Stay involved. Use your insights and creative brain to keep improving things on your end.
If you’re curious about trying it but feeling a bit unsure where to start, give us a shout. At Poppy Seed Media, we help businesses navigate the chaos of digital ads and we’ll always tell you what’s worth doing (and what’s not). If you want a full account review, some help setting up a test or just someone to talk Google Ads with — we’re here. Let’s make your next campaign a smart one.
