What We’re Watching: AI Max & the Future of Google Ads Control

Google’s latest test,  the AI Max ad group setting,  is raising eyebrows across the paid search world. In a move that feels like the next phase of full automation, AI Max eliminates match types entirely and hands Google the reins on creative, targeting, and keyword expansion. It's part of a bigger trend: giving AI more control and marketers less.

So… what does that mean for your campaigns? And should you be testing it?

In this post, I’ll break down when AI Max might make sense, how to test it smartly (without blowing up your pipeline), and what I anticipate is coming next for advertiser control on Google.

When AI Max Might Be Worth Testing

AI Max isn't for everyone,  but under the right conditions, it can offer incremental performance gains.

We’d consider testing the AI Max setting under specific conditions, such as when we have strong conversion tracking in place and sufficient budget for testing and are already seeing diminishing returns from traditional search setups.

If you’re optimizing for volume over precision (e.g. awareness or impressions),  AI Max might also be worth exploring. But don’t flip the switch blindly. There are some serious trade-offs in control, and without the right guardrails, it’s easy to overspend on low-quality traffic.

How to Test AI Max Without Losing Control

Testing doesn’t mean surrendering all control to the algorithm. I recommend several key safeguards to keep your campaigns on track while testing AI Max:

• Optimize for high-intent conversions: Guide the AI toward outcomes that actually matter (e.g. qualified leads, offline conversions).
  
  
• Use robust negative keyword lists: Filter out irrelevant or unqualified traffic from the jump.
  
  
• Turn off text optimization & final URL expansion (initially): This gives you a cleaner read on what keyword expansion is doing on its own.
  
  
• Leverage URL exclusions: Prevent traffic from going to pages that don’t convert or aren’t relevant to your goals.
  
  
• Isolate the test: Run it in a separate campaign or budget group to avoid skewing your main performance metrics.
  
  
• Monitor search terms diligently: Be ready to pause or pivot if CPAs spike or quality drops.
  
  

What’s Next for Advertiser Control?

If AI Max feels like a big shift, you’re not wrong. Google has been laying this groundwork for years, but even in that context it’s a major step toward automation. 

As for what’s coming next, Manual CPC is likely on the chopping block. Google has already removed eCPC and is pushing advertisers into Smart Bidding-only territory.

Other possibilities:

• Match types could dissolve entirely: With Search Term Matching and AI Max both blurring match lines, exact and phrase match may become obsolete.
  
  
• Dynamic Search Ads may make a comeback: DSAs use URL-based targeting,  a model that fits well with Google’s automation agenda.
  
  

What we’re seeing now is likely a preview of a keyword-less future, where Google’s AI predicts intent, builds creative, and chooses audiences,  and marketers focus more on creative inputs, conversion tracking, and strategic oversight than granular control.

Should You Test AI Max?

Yes: if you have strong measurement in place, budget flexibility, and a high-volume or exploratory goal. But don’t try anything without proper guardrails.

No: if you're still dialing in core performance or rely heavily on precise targeting and quality control.

If you want to chat about guardrails, testing structures, and other kinds of campaign control we can still flex, drop us a line.