Google expands AI Max globally to give advertisers more control

Advertisers worldwide can now tap AI Max for Search campaigns, putting Google’s AI tools directly into campaign optimization – with more control, flexibility, and creative oversight.

What’s new:

• Global rollout: AI Max is now in beta across Google Ads, Google Ads Editor, Search Ads 360, and the Google Ads API.
• One-click experiments: Test AI Max strategies directly within your campaign flow, simplifying optimization and decision-making.
• Text guidelines: New features guide Google AI to generate brand-safe, high-performing ad copy that meets your creative standards.

Why we care. Advertisers have long wanted AI tools that do more than automate – they need flexibility, testing options, and creative control. The update allows one-click experiments to test strategies, and text guidelines help ensure ad copy stays brand-safe and high-performing.

What’s next. The text guideline feature and experiments will roll out in both AI Max and Performance Max campaigns this fall.

Brands are promised a smoother way to balance AI-driven optimization with human oversight, maximizing performance without sacrificing control.

Bottom line. Advertisers should start testing AI Max in their campaigns, using the one-click experiments and text guidelines to optimize performance while keeping creative control. Google suggets incorporating AI Max into both Search and Performance Max campaigns this holiday season to have a fully informed perspective of the effectiveness of these new tools.