Should you try Google’s new “AI Max” for Search campaigns? — A practical guide
About a week ago I attended Google’s online session about a new feature they call AI Max (part of Google’s AI upgrades for Search). If you’re like many small business owners, you might be wondering: Should I flip this on? Or is it a shiny toy for big advertisers?
Short answer: Maybe — but only when you’re ready. Here’s what AI Max does, why it matters, and the simple checklist I use before turning it on.
What is AI Max — in plain language
AI Max is Google’s way of using more automation and AI to help your search ads find people who are likely to become good leads. Instead of relying only on the specific keywords you type in, AI Max looks for extra opportunities across search behavior and can even adjust ad text or landing pages to match what people search for. It’s built to help advertisers get higher-quality leads, not just more clicks. blog.google+1
Important realities to know (no fluff)
AI Max gives Google more control. That means it can broaden the range of searches your ads may appear on. That’s useful for finding new customers — but it also means you’ll have less granular control unless you set rules. Google Help
AI Max works best when it has good data. The automation needs signals — conversion history, customer lists, and clean tracking — to learn what a valuable lead looks like. If you’re just starting on Google Ads with almost no data, AI Max won’t perform magically. Google Business+1
You can (and should) apply guardrails. Google added controls like brand exclusions and location settings, so you can steer the automation away from places or brands you don’t want to be associated with. Use those. blog.google+1
When to try AI Max — a simple checklist
Before you flip AI Max on, check these boxes:
✅ You have conversion history (a few dozen to hundreds of conversions in the account helps).
✅ Your tracking works — conversions are recorded correctly (website forms, phone calls, CRM uploads).
✅ You’ve prepared clean data (customer lists or CRM match helps the system learn faster).
✅ You’ve optimized the landing page for the offer you want people to take (quick form, clear CTA).
✅ You’re ready to experiment — plan to run it as a test, not the only campaign.
If you’re missing many of these items, start with a standard Search campaign and build your measurement first. Google Help+1
How I recommend running AI Max (safe experiment approach)
If I were testing AI Max for a local program (e.g., after-school classes or summer camps), I’d run it like this:
Keep your original Search campaign running. Don’t pause the manual campaign that already brings you reliable leads.
Create a separate AI Max experiment campaign. Treat it like a lab where you can safely learn.
Exclude branded and top-performing keywords from the AI Max test. Automation tends to find the easiest conversions (often your own brand searches). Let the AI go find new long-tail queries and audiences instead. This helps you discover new segments without cannibalizing proven traffic. Digital Ads Website+1
Use brand exclusions and location controls. Apply the guardrails Google provides so the AI doesn’t show your ads where you don’t want them. Google Help
Monitor closely and measure for quality, not only volume. Look at who becomes a real customer, not just how many click the ad.
Quick examples of what to test
Does AI Max find long-tail phrases like “after school math tutoring near [town name]” that you didn’t think to bid on?
Does it bring customers who actually enroll, or just curious clicks? (Measure through form completions, phone calls, or CRM leads.)
Does the AI prefer certain times of day or geographic pockets? Use those signals to tighten your other targeting.
Final thought
AI Max is not an automatic “set and forget” switch — but when used carefully, it can uncover new pockets of demand and improve lead quality. For small businesses, the safest path is to prepare your data, run AI Max as a separate experiment, and watch closely. If you want a hand checking your account readiness (tracking, UTMs, or testing plan), I’m happy to help.
