Google AI Max for Search: What B2B Marketers (and Agencies) Need to Know

Let’s be real–every couple of months, there’s a new AI-powered feature from Google promising to transform the way we run paid search. Most of the time, it’s either a rebrand of something we’ve already tested or an automation layer that trades control for scale. So when Google announced AI Max for Search during May’s Marketing Live, my first reaction was: “Cool name, but what’s actually different?”

Turns out, this one might be worth paying attention to.

AI Max isn’t a new campaign type. It’s a performance-enhancing layer that sits on top of your existing Search campaigns, helping you find untapped demand, personalize assets dynamically, and optimize where users land on your site. And while it’s being positioned for broad adoption, there are some interesting implications for B2B marketers–particularly those of us running lean teams, juggling numerous clients and wanting to maximize their spend efficiently, or serving markets where buyers might articulate their pain points in unexpected ways that traditional keyword targeting could miss. 

If you’re feeling stretched thin or trying to squeeze more ROI out of constrained budgets, AI Max could be a real unlock. That said, there are still some unanswered questions—and a few red flags—we’ll want to keep an eye on. Let’s break it down.

What is Google AI Max for Search?

At its core, AI Max is a set of advanced AI enhancements that works alongside your existing Search campaigns–not a replacement. It’s designed to help you: 

• Reach more relevant users with expanded keyword matching and intent-based targeting
• Deliver dynamic, real time ad creative with automatically generated assets
• Guide users to the “most relevant” landing page via final URL expansion
• Gain better control and insights with updated reporting and transparency tools

The beta will roll out to all accounts in Q3 2025, and while we’re still in the early stages, we’ve already started evaluating where it makes sense to test.

Where AI Max Shines (Especially for B2B Marketers) 

1. Smarter Keywordless Targeting with Real Intent Signals

This is one is one of the most compelling updates. AI Max doesn’t just broaden match terms; it taps into intent signals from the query itself and dynamically tailors your ads and landing pages in response. 

Example Google shared: 
If someone searches “electric cars that can fit a large family,” Google could show an ad for Volvo’s electric SUV–even if “large family” or “electric car” wasn’t explicitly in Volvo’s keyword list. Google would also generate an ad using website content that fits that intent, like “Volvo EX90-7 Seater Electric SUV.” 

Why this matters for B2B Marketers: 
This is huge for product-driven companies or complex solutions that map to many use cases. If your website is well-structured and your content is deep, AI Max can connect dots you might and bring your offer into more relevant conversations. 

The tradeoff?
You’re putting a lot of trust in Google’s interpretation of “intent.” But the good news: you’ll now get reporting that shows the exact expanded search terms, the ad headline Google generated, and the final URL served. 

2. Asset Optimization that Saves Time

AI Max builds on Google’s automatically created assets with more sophistication. Headlines and descriptions are created dynamically using your website, landing pages, and existing ad inputs.

For small B2B teams:
This saves time you’d otherwise spend manually iterating copy to align with new offers or personas.

For agencies like ours:
It frees us up to focus more on CRO, strategic messaging, and positioning—rather than tweaking headlines every time we pause a keyword or change targeting.

One note of caution:
You’ll still want to review what Google is outputting—especially if your brand tone or regulatory language needs to be tight.

3. Final URL Expansion: Good in Theory

AI Max uses intent signals to route users to the “most relevant” page on your site—even if that’s not the final URL you originally set.

Potential B2B benefit:
This might help campaigns where there’s some ambiguity or a wide funnel—like a solutions page serving many verticals.

Real concern:
If your campaign goal is very specific (say, a demo page or contact form), this feature might dilute performance. We’ve seen Google prioritize what it thinks is “relevant,” even if it’s not what drives leads.

The upside:
You’ll have visibility into where traffic landed, so you can course-correct quickly if needed.

4. New Controls and Transparent Reporting

This part is genuinely exciting: AI Max introduces new targeting levers and upgraded insights that give you more visibility into campaign performance.

• Location targeting at the ad group level (great for regional B2B campaigns)
• Brand inclusion/exclusion options for competitor targeting
• Expanded reporting, including:
  • Search terms you showed for (even with keywordless tech)
  • The Google-generated ad headline
  • Final landing page used

Why this helps B2B marketers:
More insight means faster, smarter optimizations. And if you’re working with an agency, this creates a tighter feedback loop between creative, targeting, and performance—without digging through layers of black-box logic.

So, Should You Use AI Max?

If you’re a lean B2B marketing team or running paid search for multiple clients, yes—AI Max is worth exploring. It gives you the ability to:

• Scale your reach without reinventing your structure
• Personalize ads based on real-time intent
• Reduce manual work on copy and optimization
• Improve insights without third-party tools

That said, human oversight still matters. AI Max is smart, but it’s not strategic. You’ll need to define your conversion goals, QA the assets, and monitor performance for noise or lead quality dips.

How We’re Thinking About It at New Breed

Here’s where we’re currently leaning in:

• Campaigns with low keyword volume or fragmented intent
• Clients with robust content and well-structured websites
• Environments where we can test, measure, and scale quickly

We’re pairing AI Max with strong strategic oversight: clear goals, curated landing pages, and a focus on real conversion metrics—not just CTR or impressions.

Next Steps for You

• Audit your current campaign structure: Are there gaps in your keyword coverage?
• Review your website content: Does it support the use of intent-based matching?
• Identify low-volume or overly manual campaigns as good AI Max test cases

Set expectations with your agency or in-house team: This isn’t “set it and forget it”—it’s “test and validate fast.”

Ready to stop wasting budget and start capturing real demand? Watch the full webinar to learn how top B2B teams are winning with smarter Google Ads strategies—view now.