What is Google AI Max?
Google Ads has announced AI Max, a new tool designed to help advertisers reach untapped search queries and dynamically create ads and assets with just one click. Rolling out globally in beta later this month, AI Max combines Google’s most advanced targeting and creative tools into Search campaigns, making it faster and easier for advertisers to expand their reach.
The Big Brands Advantage
Google’s recent announcement (Search Engine Land article) makes one thing clear: traditional keyword targeting is on the way out. AI Max represents a shift towards letting machine learning decide which search queries your ads appear for, a change that could work brilliantly for large, established brands but be disastrous for smaller advertisers.
Initial reports suggest that AI Max is already delivering positive results for major household brands. These companies have the budget to experiment, let the AI learn, and absorb any early inefficiencies. FMCG brands, which are already everywhere, will likely see expanded reach with minimal downside.
The Challenge for Smaller Businesses
But, for niche businesses, this is a different story. If you’re a smaller advertiser with a limited budget, letting AI Max decide which searches your ads appear for is a huge gamble. From experience, broad match has shown mixed results, often leading to wasted spend on irrelevant clicks. AI Max could amplify that problem.
Imagine a local bakery trying to advertise “vegan cupcakes” but getting clicks from people searching for “cupcake recipe book” or ”vegan birthday cake”. The bakery pays for those clicks, but they don’t convert. For a brand with a massive budget, it’s just data. For a small business, it’s money down the drain.
Why Machine Learning Takes Time (And Money)
The core issue is that machine learning takes time. Google’s AI won’t know what works for your business right away. It needs to learn, and that learning comes at a cost. Large brands can afford to take that hit. They can let the system explore and optimise. Smaller businesses can’t.
Our Advice: Be Cautious with AI Max
So what should you do? Our advice is simple: if you’re a smaller advertiser, be cautious. Don’t jump into AI Max with your full budget. Test it with limited spend, monitor performance closely, and maintain your traditional keyword campaigns alongside it.
For larger advertisers, AI Max is worth exploring. But don’t assume it’s a set-and-forget solution. Keep an eye on performance, and be ready to pivot if the AI doesn’t deliver the results you need.
Because while AI Max might be the future of search advertising, it’s not necessarily the future of success for everyone. At least not currently.
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