AI Max for Search campaigns announced as a global beta rolling out later in May

AI Max is a one-click setting for existing Search campaigns that bundles search term matching (broad match plus keywordless targeting), text customisation and final URL expansion, with controls for locations of interest, brand inclusions and exclusions, URL parameters and asset removal. Google claims a typical 14% lift in conversions or value at similar CPA/ROAS.

Rollout to accounts began in late May 2025 with completion targeted for early Q3. Search term reports gained headline and URL columns for AI Max traffic, and locations of interest can be set at the ad group level.