During GML 2025, Google highlighted AI Max for Search campaigns, officially introduced earlier this month, i as a key component of the new Power Pack campaign mix. Alongside this, Google introduced new features designed to reflect how people search today, and how they’ll search tomorrow.
AI Max for Search campaigns helps advertisers adapt to natural language queries and image-based searches, where selecting keywords is no longer that practical. With a single-click activation, it enhances existing Search campaigns with AI-driven functionality, including keywordless targeting.
Here’s how it works: when a user enters a query that isn’t covered by existing keywords, Google analyzes the intent, triggers the ad, selects a relevant landing page and dynamically adjusts the ad text to match the query.
To improve transparency, Google is adding a new report that shows:
- The original search term
- The AI-generated headline
- The selected landing page
According to Google, advertisers using this feature see 27% more conversions at a similar CPA or ROAS.
Another feature included in AI Max is Smart Bidding Exploration, first announced in September 2024. It uses AI along with flexible ROAS targets to identify untapped queries and capture additional conversions.
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