Set up AI Max in Google Ads

Create a new Search campaign with AI Max

AI Max can be activated when creating a new Search campaign. Follow the instructions below to create a new Search campaign with AI Max.

1. Go to the Create button and select Campaign.
2. Create a new Search campaign.
3. When you reach the “AI Max” page, toggle to opt-in to AI Max settings.
4. Select the specific AI Max features (details below) you want to use in your campaign.
   • Ad group level settings for AI Max can be applied under the Keywords and ads section.

Activate AI Max for an existing Search campaign

When the AI Max setting is turned on, you’ll find the controls for search term matching and asset optimizations, as well as entry points to other controls available in AI Max.

1. Go to Settings within the Campaigns menu .
2. Select the Search campaign you’d like to update.
3. Select AI Max in the section menu.
4. Toggle to opt-in to AI Max settings.
5. Select the specific AI Max features (details below) you want to use in your campaign.
   • Ad group level settings for AI Max can be applied to the campaign after AI Max is enabled

For search term matching

Search term matching must be turned on at the campaign level in order to be used at the ad group level.

For the ad group level, it can be turned on or off.

1. Navigate to Ad groups.
2. Select your Ad group in the section menu and then select Search term matching.
3. In the menu for Search term matching, toggle on or off options.

For asset optimization

To generate customized assets based on content from your domain, landing pages, existing ads, keywords in your ad group and assets, enable the "Text customization" setting. These assets will be generated based on the ad's unique context.

To send traffic to the most relevant URLs on your domain when it’s likely to result in better performance, enable “Final URL expansion”. Final URL expansion will only send traffic to URLs that are query relevant and themed to your ad group.

1. Go to Settings within the Campaigns menu .
2. Select the Search campaign you’d like to update.
3. Select AI Max in the section menu, then toggle to opt-in to AI Max settings.
4. Scroll down to the Asset optimization panel.
5. The “Text customization” setting will be enabled by default.
6. The “Final URL expansion” setting will be enabled by default.
   1. Note: In order to use the Final URL expansion setting, Text customization must be selected. Turning off Text customization will also disable Final URL expansion.

   2. You can leverage the URL exclusions control to prevent traffic from going to specific pages you don't want customers directed to. Review the URL exclusions section below to learn more.

When Final URL expansion is turned on for your campaign, pinned Responsive search ad assets aren’t used if a more relevant URL is chosen, because they may not match the customer’s intent. To always use pinned assets, turn off Final URL expansion.

Text customization	Final URL expansion	Responsive Search Ad (RSA) pinned asset serving
		Pinned RSA assets will serve as expected
		Pinned RSA assets will not be respected

To use URL exclusions

URL exclusions allow you to exclude URLs from serving in Final URL expansion. URL exclusions require Text customization and Final URL to be turned on.

1. Go to Settings within the Campaigns menu .
2. Select the Search campaign you’d like to update.
3. Scroll down to the AI Max section and select it to expand the section.
4. Ensure the AI Max toggle is on.
   • Note: AI Max must be enabled to use URL exclusion.
5. Under "Final URL expansion", select Add URL exclusions.
6. In the “Add URL exclusions” slider panel, list the URLs that you want to exclude in the URLs tab, then select Add.
   • Note: To use rules to exclude URLs, select the Rules tab to add your custom rules. Then select Add.
7. Select Apply to close the slider panel, then Save in the “AI Max” section.

To use URL inclusions

1. Select the relevant campaign and navigate to Ad groups.
2. Scroll down to AI Max and click Add URL inclusions.
3. Click Save after adding the relevant URL inclusions.

To use brand exclusions or brand inclusions

1. Select Campaign settings.
2. Select AI Max in the section menu.
3. Scroll down to the Brands section
4. Add brand lists to either the inclusions or exclusions entry

Brand inclusions may also be applied at the ad group level.

1. Navigate to Ad groups.
2. Scroll down to AI Max and select Brand inclusions.
3. Select Save after adding brand lists.

Learn more About brand settings for Search and Performance Max.

How to disable AI Max or modify settings

1. Go to the Campaigns menu .
2. Select the "Settings" tab, then select the checkbox next to the campaigns that you want to edit.
3. Select AI Max
4. To disable AI Max, toggle to opt out of all AI Max settings.
   • Note that re-enabling AI Max will enable the same features as they were previously set
5. To modify the search term matching setting, navigate to the “Search term matching” panel and adjust settings.
   • Search term matching settings can also be adjusted at the ad group level
   • AI Max must be enabled for a campaign before ad group settings will be applied
6. To modify asset optimization settings, navigate to the “Asset optimization” panel and adjust settings.
   • When you disable Text customization, assets will be reported as “Removed” and no longer serve.
   • To modify URL exclusion rules, the asset optimization settings must be enabled.
   • To modify URL inclusion rules, search term matching and asset optimization settings (i.e. Text customization and Final URL) should be enabled.
   • Note: Existing URL exclusions or inclusions will be ignored if the AI Max settings are turned off.
7. To modify brand settings, URL inclusions, or other AI Max features, adjust settings at the campaign or ad group level.
8. Select Save.