Google AI Max: we tested it and do not recommend it (for now).
Index
Why Google is prioritizing Reddit
How this impacts SEO
Strategies to take advantage of this trend
Suggested experiment for practitioners
Conclusion
1. What is AI Max and why is Google launching it now?
Google has officially launched AI Max, a new automatic bidding strategy for search campaigns. According to the platform, this option is designed to maximize performance using advanced artificial intelligence, without the need to set goals such as CPA or ROAS.
The promise: higher throughput with less human intervention. But does it really work that way?
2. How AI Max works in search campaigns
AI Max uses signals of intent, real-time context, and user behavior to make bidding decisions in milliseconds. The idea is for the system to act smarter and faster than a human or even other automated strategies.
It doesn't require pre-set goals or solid history. It supposedly learns fast and adapts campaigns in real time, which sounds tempting... in theory.
3. Differences compared to other automatic strategies
Compared to Maximize Conversions or Target ROAS, AI Max tries to go one step further:
Bidding without a defined target, which gives total freedom to the algorithm
Learn with less prior data
Adapts to rapid changes in search trends
Requires less intervention from the advertiser
But that freedom also means less control. And that, in our tests, was a problem.
4. What were our results in Adsual
In our video "My honest opinion on the NEW IA MAX campaigns ⚠️【Google Ads 2025】",we share an in-depth analysis based on real evidence. Here are the key points:
One of the first things we noticed was that AI Max uses broad match keywords by default, leading to irrelevant searches and a loss of control over the terms that trigger ads. This led us to receive low quality clicks that were unlikely to convert.
In addition, we note that:
The system generated more clicks, but at a much higher cost per conversion.
Volatility was constant, with days of strong performance followed by declines for no clear reason.
Even in accounts with good track records, AI Max failed to outperform strategies such as target ROAS or target CPA, either in efficiency or stability.
It does not allow you to control the type of match or search terms as you would in a manual or semi-automatic campaign.
All this, added to the lack of transparency in the decisions made by the algorithm, makes the strategy not advisable in environments where efficiency and predictability are sought.
5. Why we do not recommend it for the moment
Our conclusion is clear: AI Max is not yet ready for mass adoption.
It's not that it's broken, but it lacks the level of control, transparency and stability that a Search strategy needs. Google presents it as a step forward, but from our experience, it feels more like an experiment with no clear direction.
We believe that successful campaigns still require human judgment, deep analysis and conscious optimization. AI can assist, but not replace strategic insight.
6. Conclusion: automation yes, but with control
AI Max represents the path that Google wants to impose: less control for the advertiser, more prominence for AI. But not all accounts are ready (nor should they be) for that leap.
If you are considering using it, we recommend you wait. Today, there are much more proven automatic strategies, which combined with professional management, can give you better results and more predictability.
At Adsual we keep trying everything new, but always with a critical eye. Because automating is not about handing over the steering wheel: it's about knowing when to accelerate, brake or turn... and that's not yet done by an AI for you.
