Searchers are already seeing AI-generated results in the form of conversational answers, which are entire blocks of context-rich content surfaced by Google in response to more complex, question-style queries. And now, ads will begin showing inside that experience, not just around it.
Starting Q4 2025, Google will make these placements available via AI Max, a new campaign format that’s been tested behind the scenes and is now rolling out more widely. For paid media teams, this means reevaluating how campaigns are built and where visibility happens.
Let’s break down what’s changing and how it compares to current approaches.
What is Google AI Max?
AI Max is a new campaign type built for Google’s AI Overviews. Rather than relying on strict keyword-to-ad matching, it uses machine learning to understand user behavior, question phrasing, and conversation patterns.
Key traits of AI Max:
- Ads appear within AI-generated answers
- Matches content based on meaning and context, not just page copy
- Designed to capture earlier interactions in the research process
- Surfaces ads during multi-step, conversational queries
Think of it as a bridge between upper-funnel curiosity and traditional keyword campaigns. These ads are able to capture moments where people are still asking, learning, and evaluating.
How AI Max and Dynamic Search Ads Differ
While both campaign types aim to improve coverage beyond exact-match keywords, their approaches are fundamentally different.
Dynamic Search Ads (DSA):
- Pull ad content directly from your website
- Work best when your site has well-structured, keyword-rich pages
- Match ads to searches that closely align with your content
- Appear in traditional search placements, not inside AIO
AI Max:
- Doesn’t depend on your site copy to match queries
- Looks at conversational phrasing and user behavior
- Prioritizes discovery-style queries including broader, research-focused searches
- Ads can be placed inside AI-generated answers, not just search results
Where DSA keeps your ads grounded in what your site already says, AI Max gives you access to new query types, including ones you haven’t created content for yet. It’s not about replacing DSA, but filling in the gaps it can’t reach.
Why Paid Media Teams Need to Pay Attention
This isn’t just a format update. It’s a shift in how (and when) users engage with brands on Google.
Here’s what changes:
- Ads will surface earlier in the decision process, while users are still researching
- Visibility now depends on relevance to a broader conversation, not just a phrase
- These placements will compete for user attention directly inside AI responses
Brands that want to stay competitive will need to think beyond traditional last-click strategies. AI Max creates new space for discovery-stage messaging which means more opportunities to get in front of users before competitors even show up.
What We’ve Learned From Early AI Max Campaigns
At Zero Gravity Marketing, we’ve been testing AI Max campaigns to understand how they perform and where they fit best within a broader media mix.
Here’s what we’re seeing so far:
Branded Campaigns
When queries signal strong brand interest, even if the brand name isn’t typed exactly, AI Max does well. It's picking up on signals like “top-rated [industry] software” or “best dental practices in [city]” and surfacing ads with high intent behind them.
Non-Branded Campaigns
Performance here has been more volatile. Broader queries often result in mismatches unless you’ve trained the system with clean, consistent messaging. Some verticals are more responsive than others, especially when product education is already high.
Ad Copy
Human-written headlines and descriptions are still outperforming machine-generated versions with its quality ad copy. Pre-approved, tailored messaging leads to stronger engagement and better CTRs, especially in competitive spaces.
How to Prep for AI Max Before It Hits Full Release
Brands don’t need to overhaul their entire paid media strategy, but a few tactical shifts can make a big difference when AI Max goes mainstream.
1. Sharpen Site Content for AI Compatibility
Make sure your site clearly addresses the types of questions your audience asks — even indirectly. Structured content with conversational cues (think FAQs, how-it-works sections, comparison pages) is easier for Google’s AI to understand and associate with your brand.
2. Test AI Max Campaigns Separately
Don’t just tack AI Max into your existing PPC campaigns. Create separate budgets and goals so you can evaluate performance independently. This is especially helpful for understanding how these placements affect upper- and mid-funnel interactions.
3. Maintain Control of Your Ad Copy
Avoid defaulting to auto-generated headlines. Pre-written messaging that reflects your brand’s voice consistently outperforms automated content. It also reduces the chance of off-brand or vague language showing up in AI responses.
4. Revisit Attribution Models
AI Max campaigns may bring more clicks from earlier stages of the customer journey. Expect to see changes in paths to conversion, and make sure your attribution settings can reflect that shift without over-crediting late-stage channels.
How ZGM Can Help You Adjust Sooner
The changes introduced by AI Max impact how people discover, research, and select brands. Paid search strategies that rely entirely on keywords will start to fall behind.
We’ve been tracking this rollout closely, testing campaigns, and identifying what works — and what doesn’t. Our PPC strategists are already building mixed setups that combine AI-powered ads with branded search, DSA, and display.
This isn’t about jumping on a trend. It’s about staying relevant in the actual search space users are beginning to rely on.
Need your campaigns ready before AI Max changes the digital space? We’re already helping brands adapt, from strategy and copy to performance tracking. Talk to our Paid Media Team at let ZGM make the shift work for you.
Natalia Pereira
