How you ran Google ads for the last 20 years is about to change

Summary

Google has expanded AI Max for Search campaigns globally (rolled out 10 September 2025). AI Max brings automated features — final URL expansion, improved search-term matching, asset optimisation and AI-driven text customisation — that change how search ads match users and which landing pages they reach. The update shifts targeting from strict keyword bidding to a more conversational, intent-driven approach and introduces location-of-interest settings for reaching users interested in specific places even if they are not physically there. Google is also testing ads inside its AI Mode, powered by Gemini, which will surface business information from a strong online profile even when you’re not actively advertising.

Key Points

AI Max automates search term matching to reach users beyond exact keywords, widening potential audience matches.
Final URL expansion directs users to the most relevant landing pages based on query context, not just the ad’s configured URL.
Asset optimisation and AI text customisation create headlines and descriptions at scale, tailoring creative to queries.
Location of Interest lets advertisers target people interested in a place, not only those physically present there.
AI Mode (Gemini) will show conversational results and, in time, ads inside those conversations — emphasising the need for up-to-date online business profiles.
AI Max is available in beta across Google Ads, Google Ads Editor, Search Ads 360 and via the Google Ads API; some agentic AI Mode features are limited to Google AI Ultra experiment participants.

Context and relevance

This is a structural shift for search advertising. For two decades marketers optimised around keywords and landing pages; AI Max asks advertisers to feed richer data and trust AI to match intent and creative in real time. For businesses focused on growth, especially those pursuing cross-border e-commerce (projected strong CAGR in African markets), AI Max can unlock broader reach — but only if campaigns and web profiles are organised for it. Expect changes to measurement, QA and creative workflows as URL expansion and automated headlines become common.

How to position your business

Enable AI Max on new or existing search campaigns via the Campaigns > Settings menu in Google Ads: opt into AI Max and select features (search term matching, asset optimisation, final URL expansion). Ensure landing pages and site metadata are accurate and complete so AI Max and AI Mode can surface the right content. Test gradually and monitor performance metrics closely while keeping brand-control settings configured.

Why should I read this?

Short version: if you pay for Google Search traffic, this will mess with your playbook — in a good way if you act fast. AI Max changes who sees your ads, which pages they land on, and how your copy is written. Read this so you don’t get surprised when campaigns start behaving differently and so you can get ahead of tweaks you’ll need to make.

Author style

Punchy — this is practical and timely for advertisers. If you’re running search ads, the article is worth a proper skim and a follow-up audit of your campaigns and web assets.