AI Max for Search: Google Tightens Its Grip on the SERP

In late July, Google introduced AI Max for Search, a new campaign type designed to integrate advertising into AI-generated search results.

The move follows recent tests in which ads began appearing inside AI Overviews in the UK. Together, these developments mark a significant shift in how search advertising is delivered and monetised, signalling the gradual transition from keyword-matching to intent and context-driven targeting.

eMarketer reports that “by 2026, generative AI search experiences could account for up to 30% of all search queries, with integrated ads driving a projected $25 billion in annual revenue for Google.”

Understanding AI Max for Search

AI Max is built to serve goal-based campaigns, whether for sales, leads, or traffic. According to Google’s documentation, it:

• Is eligible to appear in AI Overviews now, and in “AI Mode” once that feature launches
• Targets exploratory search behaviour (for example, “best product for…” queries) rather than direct transactional intent
• Draws creative assets from existing Search, Performance Max, and Shopping campaigns
• Allows campaigns to run without defined keywords, instead relying on audience signals and structured feeds
• Uses a combination of advertiser-provided and AI-generated creative assets

This positions AI Max as an evolution of Performance Max, extending automation further into the search experience itself.

From Keywords to Context

The shift is clear. Keywords are no longer the primary mechanism for matching ads to user queries. AI Max evaluates topic, context, and stage of the customer journey, placing ads directly alongside Google’s own AI-generated responses.

For advertisers, the implications include:

• Increased competition with Google’s own generative content for user attention
• A higher premium on creative alignment with early-stage, research-focused queries
• Greater dependency on the quality and organisation of product feeds

Early Format Developments

Initial appearances of AI Max ads within AI Overviews indicate changes to creative presentation, including:

• Larger headline treatments
• Less prominent “Sponsored” labelling
• Product carousels and multi-card layouts embedded within generative answers

These integrations suggest a deliberate blending of advertising with informational content, reducing the visual distinction between paid and organic elements.

Strategic Implications

The introduction of AI Max mirrors the automation trends seen with Performance Max, where advertiser control was reduced in favour of machine-led optimisation. In practical terms, success in AI Max will depend on:

• Maintaining rich, structured product data that can be parsed by Google’s systems
• Developing creative assets tailored to early-stage search intent
• Supplying accurate and complete audience signals

The focus is shifting from bid management and keyword selection to data hygiene, contextual relevance, and eligibility for inclusion within AI-generated results.

Key Takeaway

AI Max for Search is not the end of paid search, but it represents a decisive move towards AI-mediated advertising experiences. Advertisers who adapt to its requirements, prioritising structured data, relevant creative, and clear audience targeting, will remain competitive as AI Mode rolls out.

The integration of AI into search is not a future trend, it is a present-day reality reshaping paid media at speed. Brands that adapt early will secure competitive advantage, while those that delay risk diminishing visibility and escalating costs.

Remarkable Global works with leading organisations to re-engineer PPC strategies for this new search landscape. To explore how these changes could impact your paid media performance, or to benchmark your readiness for AI-driven search, contact our team today.

Remarkable is one of the world’s leading digital experience agencies. As a double Platinum Sitecore and Optimizely partner, we offer technology solutions to help brands build experiences that convert.