The end-of-year peak season is a high-stakes window for most advertisers, especially retail brands. With limited time to drive performance and little margin for error, Q4 is typically not the time to reinvent your entire campaign structure.
But as Google continues rolling out new automation tools, some brands are wondering: is it worth testing AI Max for Search before year-end?
Here’s our take on when it’s safe to test AI Max, what guardrails to put in place, and how to tell if your brand is a good fit.
AI Max for Search is Google’s latest “black box” campaign type, essentially a Performance Max-inspired upgrade to traditional Search campaigns. Unlike standard campaigns that allow more control over bidding, match types, and keyword lists, AI Max leans heavily on automation and machine learning signals to drive performance.
This means advertisers hand over a significant degree of control in exchange for greater automation, more data signals, and (in theory) better optimization.
But that also means higher risk (especially during high season) if guardrails aren’t in place.
If you're testing AI Max for Search during a peak season like Q4, we recommend leveraging a few tactics to help maintain control while still allowing the campaign room to learn:
AI Max doesn’t use traditional keyword targeting in the same way, so negatives become one of the few direct levers for maintaining relevance. Apply and continuously update negative keyword lists to filter out low-quality or irrelevant traffic.
Leaving this setting on opens the door to less relevant placements outside Google’s core Search network. Turning it off helps ensure your spend is going to higher-quality, more controlled inventory.
Change the default setting to “people in or regularly in your targeted locations.” This reduces wasted impressions and clicks from users outside your target markets.
Don’t switch everything to AI Max all at once. Set up a structured A/B test to compare AI Max performance against your traditional Search campaigns. This lets you assess incremental value without jeopardizing your entire Q4 pipeline.
To give AI Max the best chance at success, start with:
The stronger your input signals, the smarter the algorithm can become.
The earlier you test, the better. Don’t wait until Black Friday to launch. Launch now, let the system learn, and analyze performance before major buying days begin.
Despite its promise, AI Max isn’t right for every business. Here are scenarios where we’d recommend skipping it, at least for now.
If your account has the following characteristics, AI Max may be worth exploring:
Brands hitting diminishing returns on traditional search, especially those with stable demand and healthy budgets, may find AI Max unlocks new growth opportunities.
While AI Max limits visibility in some areas, it also introduces helpful reporting layers:
Instead of listing every search term, AI Max groups them into high-level "themes." While less granular, these clusters offer a digestible way to understand what users are actually looking for.
AI Max can combine your first-party data with Google’s audience segments (e.g., in-market, affinity, etc.). This gives deeper insight into who is converting and where additional audience testing might be valuable.
AI Max for Search is still in its early stages, and yes, it’s a black box. But for the right accounts, it could be a powerful lever to unlock scale in search without reinventing your funnel.
If you’re considering a test this Q4, proceed with guardrails in place, feed the algorithm strong signals, and don’t hesitate to pull back if early data doesn’t support your goals.
Need help structuring your AI Max test for Q4? Our team at JDM is here to help you navigate performance, scale, and control, even during peak season.