The End of the Keyword?
The day we all knew as coming. It’s not the true end of the keyword but it might be the beginning. Google has introduced a new campaign type: AI Max for Search campaigns. At first glance, it might remind you of Dynamic Search Ads (DSA) — but this goes well beyond.
How does AI Max differ from Dynamic Search Ads?
DSA relies heavily on your landing page to match queries and auto-generate headlines.
AI Max steps it up with several key differences:
1. Smarter search term matching – It considers not just your landing pages, but also keywords and ad assets to find relevant search terms.
2. Richer dynamic creatives – Descriptions are also generated dynamically, using more signals — like your existing headlines, descriptions, and keywords.
3. Final URL expansion – AI Max uses AI to match search terms to the most relevant landing pages based on real-time intent.
4. Additional advertiser controls, including:
• Location controls at the ad group level to reach users based on geographic intent
• Brand inclusions/exclusions at both campaign and ad group level
• A new Value Track URL parameter for AI-driven, privacy-safe insights into search terms
• An updated Search Terms Report showing dynamic headlines and landing pages
• Enhanced Asset Reports (coming soon) with cost and conversion data.
This isn’t just a smarter DSA — it’s a fundamentally different way of approaching Search.
My thoughts
In Shopping, Hotel Ads Pmax and DSA will already had campaign / ad types without keywords. Withoiut Keywords Google is able to expand the reach of the campaign and increase ad spend. So I get why Google is bringing this to regular search campaigns.
I haven’t tested AI Max yet, but I’m intrigued. Especially since Google is claiming an average 14% increase in conversions or conversion value at the same CPA/ROAS target. That’s a bold claim and one I will start testing once released.
In addition I like the new possibilities in reporting. Being able to view the generated headlines. Value Tracking Url parameters may open new possibilities in steering value more aligned to your business goals.
As metioned in one of me earlier post. It will be more about what you exclude than what you include in your campaigns.
