Introduced in 2025, AI Max layers three capabilities onto a standard Search campaign: search-term matching, which uses broad match and keywordless technology to find relevant queries your keywords miss; text customization, which generates headlines and descriptions from your site and assets; and final URL expansion, which routes each searcher to the page on your site most likely to convert. Controls such as brand inclusions and exclusions and location-of-interest targeting help keep it on course.
AI Max can unlock incremental conversions, especially in accounts with strong conversion data — but it also hands Google more control over where ads show and what they say. It works best with value-based bidding, a thorough negative-keyword strategy, clear brand and messaging guidelines, and close monitoring of the search terms and landing pages it chooses.
Example
A personal-injury firm turns on AI Max and starts appearing for long, conversational searches like 'what to do after a truck accident on I-65,' which its keyword list never covered.
How Sloss Digital uses it
We test AI Max against a control, feed it value-based conversion data, and review the queries, ad text, and landing pages it generates so the expansion adds profitable leads rather than noise.