Performance Max or AI Max: which campaign to choose - Gramatorik

The choice between AI Max and Performance Max (PMax) depends on your business goals and the current state of your ad campaigns. AI Max for Search campaigns expands the reach of your existing text ads, while Performance Max covers all Google advertising channels, including Search, Display, YouTube, Gmail, Discover, and Maps. If you want to optimize exclusively Search campaigns, AI Max is the logical next step, while PMax is suitable for maximum reach across the entire Google media inventory.

How does AI Max expand the capabilities of Search campaigns?

AI Max for Search campaigns is an evolution of standard Search campaigns that integrates advanced Google AI technologies to improve performance. It is built to achieve parity with the Search component of Performance Max, but remains focused exclusively on text ads in Search. This system automatically identifies new search queries that are likely to lead to conversions based on the content of your landing page as well as the assets in the ad group. It is important to understand that AI Max does not replace standard Search campaigns; it complements them by expanding reach beyond precisely defined keywords. Existing query prioritization rules remain in place: if a user’s search query is identical to an existing keyword (of any match type), your Search campaign will take priority over AI Max.

Does AI Max replace standard Search campaigns?

No, AI Max for Search campaigns does not replace standard Search campaigns. Google emphasizes that there are no plans to deprecate regular Search campaigns and force users to move to AI Max. AI Max is designed as an optional set of features that can be activated to improve results, not as a new campaign type or migration path. It expands the reach of your existing Search campaigns by helping find new relevant search queries, while your core set of finely tuned keywords will continue to work as before, retaining priority in relevant auctions.

When should you choose AI Max instead of Performance Max?

Choosing AI Max instead of Performance Max makes sense if your main goal is to optimize only your Search campaign performance without moving beyond text ads in Google Search. AI Max provides additional controls at the ad group level that allow for more granular targeting, including query matching, text customization, URL expansion, location targeting, brand controls, and search category tracking settings. This gives you greater control and transparency within Search. If your business depends primarily on search traffic and you want to maximize the performance of that channel specifically, AI Max offers a more focused approach.

How does AI Max use keywords and “keywordless” technologies?

AI Max for Search campaigns combines the traditional keyword-based approach with “keywordless” technologies similar to Dynamic Search Ads (DSA). This means your existing keywords will continue to work as usual, but the system will also automatically expand them into broader variants on the backend. In addition, AI Max uses your landing page content for targeting, similar to DSA, and analyzes the assets (text, images) in the ad group to identify new relevant queries. It is important to distinguish between these approaches: while broad match keywords use the keyword to match a query, “keywordless” technologies such as DSA and AI Max do not require explicit keyword input for targeting, relying instead on the content of the website and ads. Strategic topical grouping of ads remains important, as it helps the system find new queries that are predicted to perform well based on your keywords, assets, and landing pages.

Does AI Max increase advertising costs?

The goal of AI Max for Search campaigns is to help advertisers generate more conversions or conversion value from new search queries at a similar CPA (cost per acquisition) or ROAS (return on ad spend). The system uses Smart Bidding, which optimizes for conversions or conversion value rather than just the lowest bid. While actively searching for new queries can potentially increase auction competition, Google aims to optimize spend to meet your performance targets. According to Google (internal data from 2025), advertisers who enabled AI Max in Search campaigns typically saw an increase in conversions or conversion value of around 14% at a similar CPA/ROAS. For campaigns that rely mostly on exact or phrase match keywords, this uplift can reach 27%. This suggests that the system focuses on bringing in additional traffic that may previously have been unreachable without significantly hurting performance.

What controls and reports are available in AI Max?

AI Max for Search campaigns gives advertisers new control and analysis capabilities that were previously unavailable in standard Search campaigns. These tools include:

• Query matching: The ability to influence how the system matches queries to your ads, helping ensure greater relevance.
• Ad text customization: More flexible control over the creation and serving of text ads.
• URL expansion: Control over which pages of your website users are directed to based on their queries.
• Location targeting: Additional options for configuring geographic targeting.
• Brand controls: The ability to exclude or include specific brands in your campaigns.
• Search category reporting settings: More detailed settings for analyzing performance by query category.

These features allow the system to better understand your business and customers, helping it work faster and more effectively in finding high-quality conversions. The new reporting options also provide deeper insight into campaign performance.

How does AI Max interact with Performance Max?

AI Max for Search campaigns and Performance Max (PMax) can coexist and complement each other in your overall advertising strategy. If you are already using both Search and Performance Max campaigns, it is recommended to continue using both tools. For advertisers who have Search campaigns, enabling AI Max is worthwhile to test its impact on results and take advantage of the additional controls and reporting. Research shows that the biggest impact from AI Max is seen among advertisers who mainly use exact and phrase match keywords and have not yet fully moved to PMax. Search campaigns and PMax can participate in the same auctions, and prioritization in these cases remains unchanged: exact keyword matches in Search campaigns are considered first. PMax, unlike AI Max, covers all Google advertising channels (Search, Display, YouTube, Gmail, Discover, Maps), while AI Max focuses exclusively on Search inventory.

When can Performance Max be more beneficial than AI Max?

Performance Max (PMax) is the better choice when your goal is maximum reach across the entire Google ecosystem, not just Search. PMax is a comprehensive campaign that uses machine learning to serve ads across all Google channels: Search, Shopping ads, Display, YouTube, Gmail, Discover, and Maps. If you want to automate advertising across all these platforms from a single campaign, PMax is the optimal solution. For example, if you sell products, PMax effectively integrates your shopping ads with other formats. For incrementality-focused campaigns, PMax can also deliver strong results, especially when brand keyword exclusion strategies are used, which can increase iROAS (incremental return on ad spend) by up to 21%.

How do you optimize Performance Max for better performance?

Optimizing Performance Max (PMax) requires a strategic approach, given the limited direct control over certain aspects. One of the key tools is adding campaign-level negative keywords. Previously, this required contacting Google support, but now you can add negative keywords directly in the interface, similar to standard Search campaigns. This helps exclude impressions for unwanted queries and improve traffic relevance. Another important element is analyzing and managing placements. Although the PMax placement report has been moved to the “Where ads showed” section at campaign level, it provides information for excluding unwanted placements at the account level. It is also recommended to analyze ad schedule data. Although Google usually recommends an open schedule, restricting ads during low-activity or low-performance hours can improve efficiency, especially on a limited budget.

Can AI Max lead to an increase in CPA?

AI Max for Search campaigns is designed to achieve conversions at a similar CPA or ROAS. However, like any automated strategy that aims to expand reach, it can potentially lead to a higher CPA if it is not configured properly or if the market is too competitive. The system optimizes based on your goals, so it is important to clearly define what counts as a “valuable” conversion for your business. If the system has trouble finding new traffic that meets your CPA/ROAS requirements, it may have to explore less efficient but more available options, which could lead to higher costs. To minimize this risk, it is recommended to provide the system with as much information as possible about your business goals and users, and to closely monitor campaign performance metrics. A sign of a problem may be a steady rise in CPA without a corresponding increase in conversion value.

Does AI Max work the same way as existing automated bidding strategies, or does it aim for additional impressions/conversions?

AI Max for Search campaigns does not change your current bidding strategy, but it expands reach to deliver additional performance in line with your goals. To use it, you must use Smart Bidding strategies such as “Maximize Conversions” or “Maximize Conversion Value” (with target settings available). Your other bidding settings, such as new customer goals, will continue to apply as well. AI Max aims to deliver incremental impressions and conversions that would not be achieved through standard Search campaigns. According to Google, advertisers who activate AI Max in Search campaigns typically see a 14% increase in conversions or conversion value at a similar CPA/ROAS. For campaigns that primarily use exact and phrase match keywords, this figure can reach 27%. This indicates that the system does not simply repeat existing results, but actively searches for new growth opportunities.

Can AI Max and Performance Max be used at the same time?

Yes, AI Max and Performance Max can and often should be used at the same time. For advertisers who already manage Search and Performance Max campaigns, it is recommended to continue doing so. AI Max for Search campaigns can be enabled and tested to improve the results of your existing Search campaigns while taking advantage of the additional control and reporting features. It is important to remember that Search campaigns and PMax can participate in the same auctions. Ad prioritization remains the same as before: if a user’s search query is identical to a keyword in your Search campaign, that campaign gets priority. This means AI Max complements your Search presence, while PMax provides broader reach across all Google channels.

How is prioritization handled between Search, AI Max, and PMax?

Ad prioritization in Google Ads remains consistent, even with the introduction of AI Max. The prioritization rules are as follows:

• Exact and Phrase keywords in Search campaigns: If a user’s search query exactly matches a keyword (of any match type) in your standard Search campaign, that campaign will have the highest priority.
• AI Max for Search campaigns: AI Max uses both expanded keywords and “keywordless” targeting methods (based on page and ad content). It can participate in auctions when the query is not identical to an existing keyword in the Search campaign.
• Performance Max (PMax): PMax also uses machine learning to serve ads across different channels, including Search. In Search auctions, PMax will participate if the query does not match an exact or phrase keyword in the Search campaign.

If the query does not match an identical keyword in the Search campaign, the choice between AI Max and PMax (for Search impressions) will depend on the Ad Rank of the respective campaigns. The higher the Ad Rank, the greater the likelihood of serving. Therefore, even with new campaign types, strategic keyword planning and Ad Rank optimization remain critically important.

The choice between AI Max, Performance Max, and standard Search campaigns depends on your specific business goals, resources, and desired level of control. AI Max is an excellent tool for expanding the capabilities of existing Search campaigns, while Performance Max offers a comprehensive solution for reaching the entire Google ecosystem. Careful analysis of your data and goals will help determine the optimal strategy.