With the introduction of Google’s AI Max, digital advertisers are stepping into another layer of automation – and naturally, curiosity and experimentation are running high. While Google hasn’t been overly generous with detailed documentation yet, the PPC Live WhatsApp community has jumped headfirst into testing. From early setups to unusual search queries, the community has been actively sharing insights, results, and lessons learned.
What Is AI Max?
AI Max is Google Ads’ newest campaign type, leveraging deeper AI-driven automation to optimize search campaigns. While it’s still early days, it seems to be an evolution of broad match and Smart Bidding, potentially blending in elements from Performance Max but focused exclusively on Search.
How the PPC Live Community Is Testing It
One thing’s for sure: there’s no single approach. Here’s a snapshot of how some in the community are experimenting:
1. Fresh Campaign Builds vs. A/B Experiments
Some have opted to build AI Max campaigns from scratch, trusting Google’s setup recommendations, while others are taking a 50/50 split approach, pitting AI Max against existing broad match campaigns.
“I went with the campaign set up from scratch whereas you did A/B test… I did think about A/B test but went with fresh campaign as the setup was quite good in AI Max including the suggested copy.” – Senior Performance Manager, Birgul Woodford.
This kind of testing is particularly useful to understand if AI Max performs better when left to its own structure, or if it needs to be benchmarked more carefully.
2. Brand vs. Generic Strategy
Most testers are focusing on non-branded/generic keyword campaigns, excluding brand terms to avoid cannibalizing performance or skewing results.
“I have set up one by opting into the AI on generic campaign excluding brand also using broad match actually.” Woodford said.
“We don’t mess with brand, put them on manual CPC and leave.” Group Paid Search Manager at Regatta Ltd, Sam Cawthra
Mixed Early Performance
Initial feedback is mixed, which is typical of any new Google Ads feature in its early learning phase. Some campaigns showed minimal spend and low conversions, while others have seen positive ROAS and a handful of solid conversions.
“Excluded our brand and [got] positive ROAS in last 14d – approx 15 conversions.” – Anonymous
“The base campaign is doing terrible to be honest… but AI Max side is looking better.” – Anonymous
Poll
A poll was also taken by a community member about whether initial results aren’t great:
AI Max Goes Wild
Paid Media Manager Breanne Bartlett, testing Google’s AI Max search ads had to pause the campaign after a week due to poor search term relevance, with queries completely missing user intent.
She noted that negative keywords couldn’t fix the issue, indicating deeper targeting problems. While still seeing potential in AI Max, Bartlett plans to be more selective with future tests and are interested in hearing if others have found success with the setup.
Unexpected Search Queries (and a Few Laughs)
In true automated fashion, AI Max has occasionally wandered into uncharted (and slightly hilarious) territory:
“Camping chairs / sleeping bags in a jackets campaign – is up there as bit odd.”
“Sleeping bags did convert 🤣”
This raised questions around Final URL expansion and asset usage, which some have started toggling to regain control or test impact:
“We are going to turn final URL expansion off and see if [it] changes.”
Budget & Bidding Strategies
The most common bid strategy being tested is Maximise Conversion Value with Target ROAS, and most campaigns seem to be running on small test budgets until performance becomes more predictable.
B2B Use Cases?
While most of the shared tests focus on e-commerce, community founder Anu raised a valid point: how does AI Max perform for B2B and SaaS brands?
“Looking to test it for a client that is a B2B SaaS brand but I’m struggling to find insights online outside of ecomms…”
So far, little data is available, but it’s likely the PPC Live crew will soon explore more B2B applications – especially as insights continue to trickle in.
Thoughts from the Group
- AI Max campaigns seem to favour high-volume, generic traffic, often picking up competitor terms.
- Asset inclusion might affect learning speed or targeting logic – opinions here are divided.
- Final URL expansion may be a double-edged sword depending on how Google interprets your site content.
- Patience is key – especially while campaigns are still deep in the learning phase.
Final Word: Test, Observe, Share
As one community member put it:
“Test, test, test.”
That spirit perfectly captures the ethos of PPC Live. While AI Max is still a bit of a black box, peer-to-peer testing is fast becoming the best way to understand what works – and what doesn’t – in the real world.
If you’re considering experimenting with AI Max, start small, exclude brand, test in isolation or A/B, and most importantly, stay plugged into the community for the freshest insights.
