We tested AI Max on 12 client accounts. Average conversion increase: 14%. But it's not for everyone. Read when it works and when it doesn't.
AI Max increased conversions by 14% at the same cost per acquisition. Those are Google’s official numbers. We verified this on 12 accounts of Czech and European clients, and the results held up, but with important caveats.
This article will save you time. No generic phrases about “PPC revolution”, just concrete data: which campaign types benefit, where AI Max fails, and how to set it up properly.
What is AI Max and Why It Exists
AI Max is an extension for Search campaigns in Google Ads that automatically finds new conversion opportunities. Unlike Performance Max, it doesn’t replace your campaigns but enhances them. You keep your keywords, control over ad copy, and targeting.
Google launched it globally in May 2025 as a response to Performance Max criticism. Advertisers wanted AI but didn’t want to lose control. AI Max is the compromise.
Three Pillars of AI Max
Search Term Matching extends the reach of your keywords to relevant queries you wouldn’t otherwise cover. Example: you have the keyword “accounting software”, AI Max shows it for “invoicing program small business” too.
Text Customization automatically generates variations of your ad copy. It doesn’t replace your texts, it combines and tests different versions.
Final URL Expansion can send users to a different page than you set if it increases conversion probability. This feature can be turned off.
Our Data: 12 Accounts, 3 Months, Real Results
We tested AI Max on client accounts from November 2025 to January 2026. Budgets from €600 to €7,200 per month.
| Segment | Accounts | Conversion Change | CPA Change |
|---|---|---|---|
| E-commerce | 5 | +18% | -3% |
| Lead generation | 4 | +12% | +2% |
| B2B services | 3 | +4% | +8% |
E-commerce benefited most. Wide product range = more opportunities for AI. One electronics e-shop saw +31% conversions with 12% lower CPA.
B2B services performed worst. Narrow targeting and specific keywords. AI Max expanded reach to queries that brought clicks but not quality leads.
When AI Max Works
Combination of factors that predict success:
- Minimum 30 conversions per month per campaign. Below this threshold, AI doesn’t have enough data.
- Broader product portfolio or more services. E-shops with 500+ products work better than specialized B2B.
- Existing phrase/exact match campaigns with good performance. AI Max improves them, it doesn’t fix bad campaigns.
- Quality conversion tracking including value. The more accurate the data, the better the optimization.
When AI Max Doesn’t Work
Specific situations where we turned AI Max off:
- Brand campaigns. AI Max started showing ads on competitive queries, increasing CPC by 40% without improving conversions.
- Narrowly specialized B2B. Law firm focused on M&A transactions. AI Max expanded targeting to general legal queries, lead quality dropped.
- New accounts without history. Without data, AI shoots blind. Wait 3-6 months with manual management.
- Local services with small budget. Plumber with €300/month budget. Not enough data, AI doesn’t add value.
How to Set Up AI Max Properly
Step-by-step process we use with clients:
Step 1: Preparation Before Activation
Add a list of 50+ negative keywords. Include competitors, “free”, “how to”, “what is”. Clean up Search Terms report for the last 3 months.
Step 2: Campaign Selection
Start with 1-2 campaigns that are already performing well. Don’t launch AI Max on all campaigns at once. You need a control group.
Step 3: Interface Setup
Google Ads → Campaign → Settings → AI Max. We recommend turning off Final URL Expansion initially. Activate after a month of testing.
Step 4: Monitoring
Check Search Terms report daily for the first two weeks. Add negative keywords continuously. Compare with control campaign without AI Max.
Step 5: Evaluation
Minimum 4 weeks of data before deciding. Don’t rely on the first week, AI is learning. Track conversions, CPA, but also lead quality if relevant.
AI Max vs Performance Max
The question we get most often. Short answer: they’re not competitors, they complement each other.
| Criterion | AI Max | Performance Max |
|---|---|---|
| Channels | Search only | Search, Display, YouTube, Gmail, Maps |
| Keyword control | Full | Limited (via negatives) |
| Transparency | High (Search Terms) | Low (Insights) |
| Best for | Scaling Search campaigns | Omnichannel campaigns |
For e-commerce, we recommend the combination: Performance Max for products, AI Max for generic Search campaigns. For lead generation: start with AI Max, add PMax once you have data.
Cost and ROI
AI Max has no direct costs beyond standard CPC. But indirect costs exist:
- Monitoring time: +2-3 hours weekly in the first month
- Waste risk: Without proper negative keywords, you can lose 10-20% of budget
- Potential: With proper setup, +10-20% conversions without budget increase
For our clients, AI Max paid off in 8 out of 12 cases. In 3 cases we turned it off, in 1 case it runs with no significant difference.
AI Max isn’t for everyone. It works on accounts with enough data, broader portfolio, and quality tracking. For e-commerce, it’s almost mandatory. For narrowly specialized B2B, it can be counterproductive.
Start conservatively. One campaign, one month, daily monitoring. Data will decide whether to continue.
Want to know if AI Max makes sense for your account?
We offer free Google Ads account analysis. We’ll evaluate if AI Max is right for you and how to set it up. No strings attached.
