Google is changing the way businesses reach customers through search — again. With the global beta rollout of AI Max for Search campaigns, advertisers now have access to a new generation of AI-driven tools designed to unlock hidden demand, generate adaptive ad content, and deliver measurable performance improvements in real time.

AI Max is more than a feature — it’s a campaign upgrade. With a single click, brands can amplify their reach by tapping into broader, more nuanced user intent. Google AI learns from existing keywords, creative assets, and landing pages to find previously missed high-converting queries, even those without exact keyword matches.

For businesses, the benefits are immediate and measurable. Early adopters like L’Oréal and MyConnect report standout performance. L’Oréal Chile doubled conversion rates and slashed cost-per-conversion by 31% by leveraging search term matching to reach untapped audiences. MyConnect drove 30% more conversions from net-new queries while lowering cost-per-lead by 13%.

The creative side of AI Max is equally powerful. The platform’s “asset optimization” panel — formerly known as automatic asset creation — can generate compelling headlines, descriptions, and calls-to-action tailored to real-time search queries. Coupled with final URL expansion, users are taken to the most relevant landing pages for their intent.

Precision remains a priority. New tools allow for location-based targeting at the ad group level, brand placement controls, and deeper URL insights for advanced tracking. Enhanced reporting will soon let advertisers assess performance down to the individual asset level, including spend and conversions — not just impressions.

This evolution of search is a clear signal: Google is reengineering Search Ads for the age of intent. To see how your business can stay ahead, tune into Google Marketing Live on May 21 at 9 a.m. PT for more updates.

🔗 Read the full announcement from Google