AI Max for Search

Google describes AI Max for Search as a suite of targeting and creative enhancements for Search campaigns. It bundles three features under one setting: search term matching, text customization and final URL expansion.

AI Max matters most for Google’s AI placements. When ads serve in AI Overviews and AI Mode, Google can match an ad to the query alone (direct query matching) or to the query together with the AI-generated response (contextual matching). Campaigns using AI Max for Search, broad match, Shopping or Performance Max are eligible for both. Exact and phrase match keywords are eligible only when the query expresses direct commercial intent, and they are not eligible for contextual matching on exploratory questions.

Turning AI Max on does not remove your guardrails. In AI placements, negative keywords, asset pinning and brand exclusions continue to apply.

Decide on AI Max per campaign, based on how much matching latitude you are prepared to give Google. You cannot buy AI Overviews or AI Mode on their own: Google offers no way to target only those placements or to opt out of them separately from Search. Performance in AI placements is folded into the standard campaign reports in aggregate, so you will not see a separate line for AI Max traffic inside AI Overviews. When you buy Google Search through Admux, Admux submits a Search campaign that is eligible for AI placements under Google’s rules; check GET /channels for the matching options Admux currently supports before you build a plan that depends on AI Max.