AI Max is Google’s newest attempt at semi-keywordless targeting. You still provide keywords as an initial guide, but Google relies on many additional signals beyond those keywords to decide when to show ads to users. In accounts with a strong track record using broad match, AI Max can be very effective at uncovering new conversions. However, in accounts that are poorly optimized or have struggled with broad match, AI Max can quickly become a costly sinkhole. To address a common misconception before diving into the data: you do not need AI Max enabled for your ads to appear in AI Overviews. Broad match keywords are eligible to show in AI Overviews whether or not you use AI Max. We’re evaluating AI Max as a tool for conversion growth, not merely as a way to appear in AI Overviews. This article walks through the checks you should complete before deciding to test AI Max.
What to review before turning on AI Max
Accurate conversion tracking Your conversion tracking must be precise, deduplicated, and aligned with real business results. AI Max will optimize toward whatever you define as a conversion. If you’re missing conversions, double-counting them, or tracking low‑value actions as conversions, AI Max will be guided by bad data and will likely optimize poorly.
Automated bidding with a conversion-focused strategy Broad match performs best when paired with an automated bid strategy centered on conversions, such as:
- Maximize conversion value
- Maximize conversions
- Target CPA
li>Target ROAS
Our AI Max tests indicate that it…