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Home / Knowledge base / AI Max

What is AI Max?

Short answer

AI Max is a setting in Google Ads that makes your search campaign smarter and broader. Google then picks extra search terms itself, adjusts ad texts and chooses the landing page.

Since September 2026 Google turns on AI Max automatically for many search campaigns. So check whether it is on for you.

It can bring new customers on search terms you did not think of yourself. It can also cost money on search terms that do not fit you.

Check the search terms report every week and exclude what does not fit. If your tracking does not work well AI Max steers on the wrong signals.

Real-life example

After the automatic switch a painter saw clicks on "buy painting". With a few exclusions the budget went back to real jobs.

How we help with this

At Marketing Friends we take care of this for businesses across Europe. Read more about Google Ads or first do the free scan.

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