In May 2025, Google launched AI Max within its search advertising campaigns across select regions. This one-click solution offers a robust set of features including expanded final URL options, enhanced search term matching, and advanced text customization tailored for Search campaigns.
With the upgraded search term matching, advertisers can reach a wider audience beyond their existing keyword lists. The URL expansion feature dynamically directs users to the most relevant landing pages based on their search intent. Meanwhile, AI-driven text customization generates personalized headlines and descriptions, enabling scalable delivery of creative, tailored messaging.
By September 10, 2025, Google extended AI Max availability worldwide, marking a significant shift for businesses leveraging search advertising.
Evolving Audience Targeting Strategies
Historically, Google Ads relied heavily on keyword-based targeting, where advertisers bid on specific terms to connect with users searching those phrases. AI Max transforms this approach by adopting a conversational targeting model. Instead of focusing solely on keywords, the AI matches advertisers with users demonstrating strong intent toward their products, services, or relevant locations. This evolution broadens the range of product exposure for users, resulting in more precise and impactful advertising outcomes. Importantly, advertisers retain full control over their campaigns, including the ability to specify brands that should or should not appear alongside their ads.
Additionally, AI Max introduces a ‘Location of Interest’ setting, allowing advertisers to target individuals interested in a particular area, even if they are not physically present there. This option is available at the ad group level, enabling campaigns to include multiple ad groups each targeting different locations of interest.
According to a 2025 TC Insights report on African e-commerce trends, cross-border online commerce is projected to expand at a compound annual growth rate (CAGR) of 13% between 2023 and 2028. Google’s latest AI enhancements empower businesses to tap into markets beyond their immediate geographic boundaries.
Preparing Your Business for Google’s AI Innovations
AI Max optimizes audience targeting based on the data inputted into the system. You can activate AI Max either by creating a new search campaign or by updating an existing one. To initiate AI Max with a new campaign:
- Click the “Create” button to start a new search campaign.
- On the AI Max configuration page, enable the AI Max settings toggle.
- Select the AI Max features you wish to incorporate, such as search term matching and asset optimization (covering text customization and final URL expansion).
- To enable AI Max on an existing campaign, navigate to the Campaigns menu, select the desired search campaign, access the settings, and toggle on AI Max. Then, choose the features you want to apply.
Additional Google AI Developments
Beyond search result ads, Google is integrating advertisements into its AI-powered conversational mode. Users familiar with Google’s AI mode, driven by the Gemini model, can engage in more nuanced, multi-turn dialogues with the search engine. For instance, you might ask the AI to suggest budget-friendly dining options in a specific neighborhood, and it will compile a curated list by analyzing reviews, social media feedback, and official brand websites.
This conversational ad feature remains in beta and is currently accessible only in select locations.
As Google incorporates more ads into AI Mode interactions, maintaining a comprehensive and up-to-date online business profile becomes crucial. This ensures the AI can accurately retrieve and present your business information even when you are not actively running ads. For example, restaurants with regularly updated menus or service providers with detailed online catalogs are more likely to be featured by AI Mode.
Currently, these advanced agentic features are exclusive to Google AI Ultra subscribers in the U.S., available through the “Agentic capabilities in AI Mode” experiment within Google Labs.
Meanwhile, Google AI Max is accessible globally in beta for business owners, startups, and advertisers via Google Ads, Google Ads Editor, Search Ads 360, and the Google Ads API.
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