Paid Media News & Opinion #128 - GML Special

Latest insights & info on Google’s AI Max for Search

Source

> What’s happening

AI Max for Search is an optional set of features that will enhance the standard search campaign type, bringing a suite of AI-powered tools, including:

Keywordless targeting – using landing pages and assets to generate keywords used in targeting, similar to DSAs

Enhanced geographic targeting – set geo-targeting at ad group level and specify a users geographic intent versus their physical location

Seasonal adaptability – responsive ads based on date or landing pages, tailoring ads for specific events or periods

Hot off the press from Google Marketing Live 2025, AI Max for Search is set to roll out globally in May, with all advertisers having access by early Q3.

> Why we care

Google notes a clear performance benefit of around 14% additional conversions at a similar CPA/ROAS for AI Max for Search in beta, so this is another exciting opportunity to optimise ad accounts further, albeit with a little less control.

We have seen the power of Performance Max and even broad match search improve a lot in recent months, with AI-powered campaigns performing really well when configured correctly. The dynamic, responsive nature of AI Max should be a welcome addition, while industries such as travel & tourism will greatly benefit from the new geo-targeting intent options.

Google Ads reveals new self-serve incrementality testing tools

Source

> What’s happening

Google has introduced easier access to incrementality testing, allowing marketers to measure true campaign impact with lower spend thresholds and quicker results. Previously this was only really available to advertisers spending more than 6 figures monthly, and would have to be facilitated by Google themselves.

Now, advertisers can do this testing themselves directly in Google Ads, across all campaign types. This update is part of a broader rollout of new AI-powered measurement tools, which also include enhancements to cross-channel reporting in Google Analytics and a revamped Data Manager for simplified, privacy-safe data integration.

> Why we care

Incrementality testing is the most effective way to prove statistically that your campaigns are having a genuine impact on your overall performance, which is crucial for marketers. Particularly as we now operate in a time where tracking and attribution are not 100% reliable, this is a great tool to have easy access to.

While the thresholds are lower, early indications are that you will likely still need to be spending north of £20k-30k or so a month on Google Ads to afford to use this properly. It currently looks like a spend of around £3k - £8k on each test will be required, with “brand lift” studies typically run over a 10 day window, while search lift could be run over a 28 day duration.

Google introduces Smart Bidding Exploration with flexible ROAS targets

Source

> What’s happening

At Google Marketing Live 2025, Google announced the rollout of Smart Bidding Exploration, a new AI-driven enhancement to its bidding system to expand the reach and improve performance by identifying untapped search opportunities.

This new feature leverages AI and introduces flexibility to ROAS (Return on Ad Spend) targets to help advertisers reach additional audiences and conversion opportunities outside of defined keywords. It encourages campaigns to explore broader or less obvious search queries that still signal strong user interest.

The addition of flexible ROAS targets could be particularly helpful for advertisers in competitive industries who want to go beyond direct queries to broader intent ones. For example, a mortgage lender might target "mortgage rates", but with additional flexibility the campaign could reach users with similar intent such as "how to buy a home."

Built on Google’s existing AI tools this feature identifies new, high-performing queries that might have otherwise been overlooked.

> Why we care

Smart Bidding Exploration helps address the challenge of trying to balance a strong ROAS with discovering new, valuable customer segments and search queries. A static defined ROAS target, while effective for budget control and maintaining efficiency, can often limit reach to only the most obvious, high-intent queries.

This update could help drive improved performance by enabling broader targeting, meaning campaigns can tap into early-stage or exploratory intent, reaching users who are further up the funnel.

Capturing additional queries you may not have bid on previously could unlock new opportunities for conversions. It offers a potentially powerful tool to reach beyond traditional keyword boundaries and maximize campaign performance.

What else we've been talking about:

• Everything you need to know from Google Marketing Live 2025

• Google launches AI Mode to all U.S. searchers with new features

• Google Ads Benchmarks 2025 [WordStream]

• TikTok expands music options with SoundCloud integration

• Meta launches Ray-Ban AI glasses in more regions

• Google Ads bug stalls spending for New Customer Acquisition