Google’s AI Max for Search campaigns can expand keyword targeting by using AI to match ads with relevant searches beyond the advertiser’s existing keyword list. Ad group-level controls give advertisers more ways to guide that automation, helping balance broader reach with control over which searches are relevant to each ad group.
The key change is that PPC managers can combine keyword-based targeting with AI-driven search matching, while using ad group-level settings to keep targeting aligned with each service or product.
Google’s AI Max for Search campaigns can expand keyword targeting by using AI to match ads with relevant searches beyond an advertiser’s existing keyword list. Ad group-level controls let advertisers enable or disable AI-driven search term matching for individual ad groups, giving them more control over where automation applies.
The main changes are:
Broader reach: AI can use keywords, ad assets, and landing-page content to identify additional relevant searches.
Ad group-level control: Advertisers can switch search term matching on or off for individual ad groups, provided it is enabled at the campaign level.
More transparency: Search term reports identify AI Max matches, helping advertisers evaluate which queries generate results.
More automation: AI Max can also customize ad text and select relevant landing pages when those features are enabled.
For PPC agencies, the practical approach is to test AI Max on suitable ad groups, monitor search terms and qualified conversions, and use available exclusions and controls to limit irrelevant traffic. AI Max expands targeting options, but it does not guarantee better performance.
