Google Ads begins rolling out AI Max for Search
AI Max, and its keywordless targeting, is now available to some Google Ads advertisers. The rollout is expected to complete in early Q3.
Google started rolling out AI Max for Search campaigns beta. AI Max, announced at Google Marketing Live 2025, is starting to appear to advertisers in the Google Ads interface, complete with updated branding and functionality descriptions.
Details. The AI Max feature was first spotted as “Search Max” in March 2025. Senior SEA consultant at e-dialog, Jerome Fleck, observed the section now shows the new name and refreshed copy. The change appears across the Google Ads campaign creation flow
Why we care. AI Max is expected to introduce more sophisticated, AI-powered bidding and targeting features. This shift could offer advertisers smarter automation and more precise audience reach than ever before. Although most advertisers will be most concerned as to whether it drives revenue.
More AI? This update suggests that advertisers should be prepared for a deeper integration of AI into campaign management, promising smarter, more efficient ways to reach the right audiences and boost performance.
What’s next. Advertisers should check their accounts to see if they have the option to optimise their campaigns with AI Max. No data has been given by Google as to when it will roll out globally.
Dig deeper.
- AI Max: Google’s new AI ad tool, explained
- Google AI Max for Search campaigns: New insights from Ginny Marvin
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