Image 1Search Max represents Google’s latest innovation in search advertising, blending the capabilities of Performance Max, Dynamic Search Ads and broad match keywords into a single automated campaign type.
Currently in closed beta, this new solution promises to reshape how advertisers approach search campaigns through advanced automation and machine learning.
This comprehensive analysis explores Search Max’s key features, evaluates its potential benefits and drawbacks and offers strategic guidance for advertisers preparing to adopt this new campaign type.
Key features of Search Max
Search Max introduces two core technological components that fundamentally alter traditional search campaign management: Search term matching and optimisation in Search Max.
Rafay Qureshi, Head of Digital, baraka, who has been closely tracking the evolution of Search Max shares insights on how marketers should approach the platform’s unique automation features.
Search term matching: At the heart of Search Max is its sophisticated search term matching engine. Qureshi says, “Search term matching brings together the best of Broad Match, Performance Max (Search) and Dynamic Search Ads, using the latest AI technology to extend the reach of your Search campaigns. It leverages all your inputs – keywords, creatives and URLs – to reach your most relevant customers.”
This marks a departure from traditional keyword-based targeting. Instead of manually selecting keywords, Search Max uses AI to dynamically match your campaign assets with search queries tied to
user intent.
“Feed it the right ingredients: great creative, meaningful messaging and well-structured landing pages.”
“The buyer journey is essentially a series of questions,” Qureshi adds. “Search Max is designed to answer them in real time by aligning intent with message – even when exact keywords aren’t used.”
Text and URL optimisation: The second major component is automated content and destination optimisation. Qureshi says, “Search Max doesn’t just match queries — it directs users to the best possible landing page for their query and tailors ad copy for better relevance and performance. It’s real-time optimisation at scale.”
This includes:
- Automatically selecting the most relevant landing page
- Dynamically adjusting ad messaging based on query context
- Continuously learning and refining through live performance data
“Content marketing is more critical than ever,” he adds. “With Search Max, content must not only resonate – it must be structured so the AI can use it effectively.”
AI-driven decision making: While Search Max is search-specific – unlike Performance Max, which spans multiple surfaces – its AI-first philosophy is the same. Qureshi emphasises the importance of intentional setup.
“You won’t be targeting exact keywords or manually choosing landing pages – the AI is driving most of the decisions,” he adds. “The real skill lies in feeding it the right ingredients: great creative, meaningful messaging and well-structured landing pages.”
Potential benefits
To help break down the real-world impact of Search Max, Hani Hatoum, Digital Manager, Ipsos, shared his perspective on what advertisers should keep in mind.
Expanded reach: Search Max is designed to uncover more opportunities by identifying relevant queries beyond your keyword list.
“Stop interrupting what people are interested in and be what people are interested in,” Hatoum says, underscoring the importance of connecting with users in moments that matter.
Reduced manual workload: Automation in targeting, creative generation, and landing page selection means marketers can shift focus away from execution and toward strategy and storytelling.
Dynamic optimisation: Search Max continuously learns and improves campaign performance without needing manual tweaks.
“Marketing like the year you are in becomes a reality, because the system evolves with behavior patterns and market shifts,” Hatoum adds.
Improved ad relevance: By tailoring ad copy and destination dynamically to each query, Search Max boosts personalization at scale. This has the potential to raise click-through and conversion rates by delivering more contextually aligned user journeys.
Potential drawbacks
Diminished control: The biggest tradeoff is reduced oversight over targeting and placements.
“There’s a fine line between trusting the machine and losing control,” Hatoum says. “With Search Max, advertisers must be comfortable letting the algorithm steer the ship.”
Increased ad spend: More reach often means more cost – and not always with proportional return.
“With broader exposure comes increased responsibility—and spend,” Hatoum adds. “You’ll need strong guardrails in place to maintain ROI.”
Potential for lower quality traffic: Broader targeting increases the risk of engaging with users who aren’t an ideal fit.
“If you’re not reaching people aligned with your brand’s ‘why,’ performance can suffer,” he says, adding, “Intent still matters.”
Reduced visibility: Like other automated campaign types, reporting in Search Max may lack granularity.
“Knowing where your ads show and why is getting harder,” Hatoum says. “That creates challenges for optimisation, especially in complex accounts.”
How to prepare for Search Max
To help guide marketers through the shift to Search Max, Nasser Oudjidane, CEO & Co-founder, Tapper advices on what’s strategic and actionable.
Review and strengthen your foundations: Nasser emphasises that getting the fundamentals right is critical before layering on automation.
“Before you even think about testing Search Max,” he says, adding, “Make sure your account structure is clean, your conversion tracking is accurate, and there’s enough historical data to inform performance.”
He also highlights the importance of landing pages, saying that they should be optimised for speed, clarity and conversion.
Develop a comprehensive negative keyword strategy: With broader targeting, you need tighter controls.
Nasser says, “You’re casting a wider net – that’s the point – but that doesn’t mean you want to catch everything.”
A strong negative keyword strategy helps protect efficiency. He recommends reviewing past search terms, building exclusions proactively and setting up a system to monitor and update regularly.
Optimise all potential landing pages: Because the tool can dynamically select landing pages, Nasser stresses that every page must be ready to convert.
“Every touchpoint matters,” he says. “Make sure each potential landing page clearly communicates value, matches ad messaging, loads quickly and is optimised for mobile.”
Plan for strategic testing: Nasser advises against a blanket rollout.
“This isn’t about switching everything at once,” he says. “It’s about structured testing.”
He suggests identifying campaigns to test against Search Max, defining success metrics in advance and rolling out in phases with built-in checkpoints to evaluate performance.
Prepare for increased budget management: Search Max may drive increased volume, so financial planning is key.
“Be ready for higher impression and click counts,” Nasser warns. “That means setting clear daily budgets, defining ROAS or CPA limits, and aligning spend with business goals. It’s not just about spending more – it’s about spending with purpose.”
Messages from marketers on Search Max
While the tool is still in early rollout, the online chatter among PPC professionals has only grown louder. From Reddit threads to LinkedIn debates, marketers are beginning to form strong often polarising opinions about what this new campaign type means for the future of Google Ads.
Some view it as another iteration of automation from Google, reminiscent of Performance Max. Miles McNair, Founder of The PPC Hub and a seasoned PPC voice, described the tool on a LinkedIn post as “like Performance Max, but for Search,” warning that it could bring the usual tradeoffs: broader targeting, reduced advertiser control and increased frustration from specialists.
His sentiment was echoed by Fredrik Andersson, Paid Search Specialist at Polestar, who clarified on a LinkedIn post that Search Max isn’t technically a new campaign type, but rather a feature you activate on an existing one.
A recurring concern is the continued erosion of transparency and manual control. Silvia Trapasso, the Co-Founder of AdsMaiora, shared on Linkedin that while she’s curious about the potential of Search Max, it also “feels like another step toward giving more control to Google’s AI,” which makes campaign optimisation more difficult.
Lee M., Performance Marketing Lead at Pitchup.com, took this sentiment a step further, highlighting on a LinkedIn post the risk of inefficiencies if advertisers can’t see search terms. In his words, “negative keyword management will skyrocket,” and without visibility into where ads appear, waste will grow.
Fears of the ‘black box’ approach
On Reddit, one viral thread questioned whether Search Max could be the final step in turning Google Ads into a full-blown black box.
The original Reddit user (Refer Image 3) wrote that it “feels like the next level of removing human input,” prompting dozens of comments from long-time advertisers.
Navigating the future of search advertising
Search Max represents Google’s continued push toward AI-driven campaign management, promising greater efficiency through automation while potentially reducing
advertiser control.
As with previous automated campaign types, success will likely depend on thorough preparation, vigilant monitoring and strategic intervention when necessary.
“The buyer journey is nothing more than a series of questions that must be answered,” says Omar Zahriyeh, VP Director – Search, Publicis Media.
As Search Max takes over more of the tactical execution of answering those questions, advertisers must focus on providing the right information, crafting compelling messages and creating exceptional post-click experiences.
Whether the tool becomes the new standard for search advertising or simply another tool in the advertiser’s arsenal remains to be seen.
What’s certain is that understanding its capabilities, limitations and optimal implementation will be essential for digital marketers navigating the increasingly automated advertising landscape of 2025 and beyond.
