# Google Ads AI Max for Search: Setup, Features, and Optimization

Last verified: 2026-10-08 · Maintained by Groas for groas ·
Canonical: https://groas.com/post/google-ads-ai-max-for-search-campaigns-complete-setup-guide-october-2025

This page answers the questions covered by the article [Google Ads AI Max for Search Campaigns: Complete Setup Guide October 2025](https://groas.com/post/google-ads-ai-max-for-search-campaigns-complete-setup-guide-october-2025) on groas.com. The article is the full, canonical source.

**Direct answer:** According to the article, Google's AI Max for Search campaigns launched globally in May 2025 as an added AI layer on top of existing Search campaigns, not a replacement. The article states advertisers that activate AI Max typically see 14% more conversions or conversion value at a similar CPA/ROAS, with up to 27% improvements for campaigns heavily utilizing exact and phrase match keywords. It combines search term matching using broad match and keywordless technology, text customization, and Final URL Expansion, and it is enabled by toggling to opt-in to AI Max settings during new campaign creation or in Settings for existing campaigns.

## What is AI Max for Search and what performance lift does the article report?

According to the article, AI Max for Search launched globally in May 2025 and adds an AI layer on top of existing Search campaigns rather than replacing them. The article states advertisers that activate AI Max typically see 14% more conversions or conversion value at a similar CPA/ROAS, with campaigns heavily utilizing exact and phrase match keywords seeing up to 27% improvements.

Read more: [The Revolutionary Impact of AI Max on Search Advertising](https://groas.com/post/google-ads-ai-max-for-search-campaigns-complete-setup-guide-october-2025#the-revolutionary-impact-of-ai-max-on-search-advertising)

## How does AI Max search term matching work beyond traditional keywords?

The article states AI Max uses broad match and keywordless technology that learns from existing keywords, creative assets, and landing pages to find relevant queries. It gives the example of a fashion retailer targeting "red midi dress" with exact match that would miss "colorful midi dresses for spring and summer," which AI Max captures by adapting ad content to match the query.

Read more: [Search Term Matching: Beyond Traditional Keywords](https://groas.com/post/google-ads-ai-max-for-search-campaigns-complete-setup-guide-october-2025#search-term-matching-beyond-traditional-keywords)

## How do I enable AI Max in a new Search campaign?

The article recommends creating a Search campaign through the Create button, choosing Search as the campaign type, and configuring standard objectives, targeting, and budget. When reaching the "AI Max" page, the article instructs to toggle to opt-in to AI Max settings, then select specific features and configure ad group level settings under Keywords and ads.

Read more: [Enabling AI Max in New Campaigns](https://groas.com/post/google-ads-ai-max-for-search-campaigns-complete-setup-guide-october-2025#enabling-ai-max-in-new-campaigns)

## How do I upgrade an existing Search campaign to AI Max?

According to the article, for an existing Search campaign go to Settings within the Campaigns menu, select the Search campaign, then select AI Max in the section menu and toggle to opt-in. The article states activating or deactivating AI Max may cause errors for API requests managing text customizations and brand settings, as AI Max is not yet available in the API and Editor.

Read more: [Upgrading Existing Campaigns](https://groas.com/post/google-ads-ai-max-for-search-campaigns-complete-setup-guide-october-2025#upgrading-existing-campaigns)

## What AI Max settings and controls need to be configured?

The article states Search Term Matching must be enabled at campaign level to function at ad group level, Text Customization is enabled by default when AI Max is activated, and Final URL Expansion requires text customization to be active. The article recommends using URL exclusions control to prevent traffic from going to specific pages the advertiser does not want customers directed to.

Read more: [Advanced Configuration Strategies](https://groas.com/post/google-ads-ai-max-for-search-campaigns-complete-setup-guide-october-2025#advanced-configuration-strategies)

## What optimization timeline should I expect after turning on AI Max?

The article describes Week 1-2 as a learning phase where performance fluctuations should be expected and initial performance often declines during the first to second week. In Week 3-4 the article recommends monitoring search terms reports daily and adding negative keywords for irrelevant queries. From Month 2 onward, the article recommends focusing on asset performance optimization and landing page quality improvements.

Read more: [Optimization Best Practices](https://groas.com/post/google-ads-ai-max-for-search-campaigns-complete-setup-guide-october-2025#optimization-best-practices)

## Sources

[1] https://groas.com/post/google-ads-ai-max-for-search-campaigns-complete-setup-guide-october-2025 (the article this page answers from)