AI-maxing opportunities with Google Search Ads (PPC)
If you’ve been keeping an eye on digital marketing lately, you’ll know that AI seems to be everywhere – and Google Ads hasn’t missed the boat. They’ve recently rolled out AI Max campaigns, and while they’re not replacing your usual search ads, they are starting to change the way businesses approach pay-per-click advertising (PPC).
So, what does that actually mean for you? Let’s break it down.
What are AI max campaigns?
AI Max is a comprehensive suite of targeting and creative features. Two main features, search term matching and asset optimisation, leverage Google AI to optimise your ads in real-time and tailor your creative message to reach your customers, driving more value for your business.
It uses what’s called keywordless technology, which means Google’s AI can find relevant searches even beyond the keywords you provide. Broad match keywords can still serve as a guide, but the AI also considers other signals, like demographics, browsing history, purchase history, and even time-of-day activity, to determine who might see your ads. This is especially useful considering that 15% of the searches Google sees each day are completely new. It’s impossible to create a definitive keyword list that covers every potential search, so the AI helps connect your ads with relevant queries you wouldn’t have predicted.
The system also automatically tests different combinations of headlines, images, ad placements, and timing, things that would take humans far too long to do manually. A simple way to think about it is this: traditional PPC is like following a recipe step by step yourself, while AI Max is more like letting a chef experiment with the same ingredients to find the best result.
The general gist of it all is that your ads reach the right audience at the right time in ways that would be tricky to do manually. It doesn’t replace traditional campaigns; rather, it can be used alongside them to fill any gaps your more granular, focused search campaigns might miss and cover more bases, helping to deliver better overall results.
The benefits of AI Max campaigns
So, why should you care? Well, one of the main advantages is that AI Max gives you a relatively low-risk way to explore broader targeting without interfering with your core campaigns. You can run them as a separate campaign, set your own budget, and keep your finely tuned search ads running exactly as they are.
For many businesses, that’s a huge plus. It means you can uncover new opportunities and audiences you might not have reached otherwise. You could generate additional traffic at a fraction of the cost of traditional campaigns, and potentially tap into markets you didn’t even know existed. In short: it’s a cost-effective way to expand your reach, experiment with new strategies, and stay ahead of competitors – all without putting your existing campaigns at risk.
What you need to watch out for
That said, AI Max isn’t a magic button you can switch on and forget about. The flip side of all that automation is that you lose a bit of control. You won’t have the same level of influence over ad copy, images, or keywords, which means sometimes the AI might make choices you wouldn’t. For example, your ads could show up for searches that aren’t particularly relevant, or for branded terms you’d naturally be ranking for anyway.
There’s also the risk of cannibalisation. If you’re not careful, your AI Max campaign could overlap with your other PPC campaigns and end up pulling clicks away from ads that are already performing well. That’s why it’s so important to keep a close eye on things, checking in regularly, updating your negative keyword lists, and making sure your budget is being spent in the right places.
Why expert guidance matters
This is where having the right support makes all the difference. At 21Digital, our Paid Ads team spends every day keeping up with Google’s latest changes, testing different strategies, and making sure our clients get the best possible results.
AI Max is powerful, but it’s not foolproof, and it’s still in its infancy. If you’re a smaller business or you don’t have much PPC experience, it can feel like you’re left in the dark while the AI makes the calls. We make sure that doesn’t happen. We combine hands-on management with AI’s automation, ensuring that your campaigns are aligned with your wider strategy, budgets are being used effectively, and opportunities aren’t being missed across the board.
Staying ahead in a rapidly changing landscape
AI is fast becoming the “new big thing” in online advertising, but like any tool, it only works as well as the person managing it. AI Max campaigns are opening up exciting new opportunities for businesses of all sizes, but they still need careful monitoring to deliver the right results.
That’s where we come in! At 21Digital, we’re constantly testing, optimising, and exploring new ideas so our clients don’t just keep up with the changes, they get ahead of them. If you’re curious about what AI Max could do for your business, we’d be more than happy to chat.
If you’d like some help making the most of AI Max campaigns, that’s where we come in. At 21Digital, our paid media specialists know how to combine Google’s automation with the right strategy to get you the best return on ad spend. We’ll keep a close eye on performance, refine campaigns, and make sure your budget is working as hard as possible.
Our services encompass everything from web design, web development, SEO, Google Ads, digital consultancy, social media marketing, and email marketing, all under one roof. Let’s connect and explore how we can leverage AI to drive greater value for your business. Get in touch with our experts on 01254 660 560 or fill out our contact form and we’ll be in touch!
