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How to Set Up Google Ads AI Max for Search Campaigns

AI Max for Search Campaigns extends Google's automation further into query matching and creative generation than standard Search campaigns, trading some manual control for broader automated reach. This guide covers a considered, careful setup rather than switching it on blindly.

1. 1

   Confirm your conversion tracking is accurate before enabling any deeper automation

   AI Max leans heavily on your conversion signals to optimise; broken or inflated tracking will actively mislead it.

2. 2

   Review which existing Search campaign is the right candidate

   A campaign with stable historical performance and clean conversion data is a safer first test than your highest-stakes campaign.

3. 3

   Enable AI Max within that campaign's settings

   The option sits within standard Search campaign settings in the current Google Ads interface as an expanded targeting/creative toggle.

4. 4

   Review the expanded text and URL customisation options

   AI Max can generate additional creative variations and adjust final URLs dynamically; decide how much creative latitude you're comfortable granting.

5. 5

   Set brand and negative controls before launch

   Use available brand exclusion and negative keyword-style controls to prevent expanded matching from pulling in clearly irrelevant queries.

6. 6

   Monitor the Search Terms report closely in the first weeks

   Expanded automated matching can surface both valuable new queries and irrelevant ones; review frequently rather than leaving it unmonitored.

7. 7

   Compare performance against a control campaign where possible

   Running AI Max on one campaign while keeping a comparable one on standard settings gives you a genuine before/after read.