Google announced the global beta launch of AI Max for Search Campaigns on Tuesday. This AI-powered enhancement is intended to assist businesses in improving their online visibility and connecting with more customers.
AI Max, a one-click improvement to Search campaigns, employs advanced AI models like Google’s Gemini suite to expand keyword reach and dynamically customise advertising.
The key features of AI Max include:
Search term matching: AI extends keyword matching to relevant, high-performing queries that may not be in the advertiser’s original list, capturing more potential customers.
Dynamic text customisation: This feature automatically generates new headlines and descriptions based on landing pages, existing ads, and keywords, tailoring ad copy in real time to user search behavior.
Final URL expansion: AI directs users to the most relevant page on a business’s website, depending on their search intent, improving user experience and conversion chances.
While advertisers can eliminate some elements, Google recommends using all three for best results.
AI max supports African entrepreneurs with advanced controls
Google highlights AI Max’s potential to empower African businesses, especially small and medium-sized enterprises, by making their ads more visible even when users search with unexpected or conversational terms. Brian Burdick, Senior Director of Search at Google, said, “As more people across Africa rely on Search to make everyday decisions-from finding a tailor in Yaba to comparing solar panel prices in Nairobi-local businesses need smarter tools to stand out.”
AI Max offers advanced controls to address advertisers’ concerns about automation and brand safety. These include options to:
Select or exclude specific brands for ad placements.
Target users based on geographic intent at the ad group level.
Remove or block AI-generated creative assets that do not meet brand guidelines.
One example given is a bag seller in Kumasi, Ghana, who can now appear in searches like “durable weekend carryall” without having those exact words in their ads, a capability not possible with traditional keyword targeting.
Early adopters globally have seen an average 14 percent boost in conversions or conversion value at similar costs, with substantially greater benefits for exact or phrase match keyword advertising.
Thus, Google’s AI Max aims to ease entrepreneurs’ marketing workloads while helping them reach more customers in a competitive digital market.
