{"id":41719,"date":"2026-01-19T16:54:48","date_gmt":"2026-01-19T15:54:48","guid":{"rendered":"https:\/\/csw.agency\/?p=41719"},"modified":"2026-01-20T12:17:09","modified_gmt":"2026-01-20T11:17:09","slug":"ai-max","status":"publish","type":"post","link":"https:\/\/csw.agency\/en\/ai-max\/","title":{"rendered":"AI Max: Control ads in AI Mode and AI Overviews"},"content":{"rendered":"

AI Mode<\/a> changes how users search: fewer lists, more dialog. For advertisers, this means that ads can appear in new spaces - embedded in AI<\/a>-answers or directly in conversation. Google is testing such formats and expanding Shopping functions in AI Mode in parallel.<\/p>\n

For agencies, it's the craft that counts: signals, structure and data must be fit together<\/strong>. Those who align their search campaigns with AI Max work with what Google considers compatible for these interfaces. describes<\/a>: Display according to search intention<\/strong>, dynamic assets<\/strong> and a More suitable selection of the target page<\/strong>. Think with Google<\/a> mentions activating AI Max in the account as a way to display ads in AI Mode and AI Overviews<\/a> and describes AI Mode Ads as a test in the USA.<\/p>\n

AI Mode, AI Overviews, Ads: Where ads currently appear<\/h2>\n

AI Overviews are AI summaries in Google Search that appear for certain search queries. Google describes that ads are delivered for a portion of these queries when commercial intent is recognized and suitable<\/strong>, high quality<\/strong> ads are available. In addition, the ads must match the content of the AI Overviews.<\/p>\n

AI Mode goes one step further towards a chat interface. Google categorizes AI Mode as new search mode<\/strong> that takes people from question to action more quickly. In practice, commerce tests become visible there, such as personalized offers that appear in conversation when the context matches a purchase intention. For the Marketer<\/em> This creates a new discipline: he plans advertisements in such a way that they convince in a response chain<\/strong>, in which the user asks directly.<\/p>\n

AI Max in Google Ads: What it does and how Google describes it<\/h2>\n

AI Max is a Suite<\/em>, which you activate in existing search campaigns with a switch. Google describes it as a combination of targeting and creative extensions that react to signals in real time. Reach is created via more relevant search queries<\/strong>, that match the intention as well as covering the exact terms you have booked. This shifts the work away from pure Keyword<\/a>-set to control over context and quality.<\/p>\n

At its core, AI Max works with two Areas<\/a>: Search term matching<\/em> and Asset optimization<\/em>. In addition, there are controls such as Brand Controls<\/em> and Locations of interest<\/em>\u00a0at ad group level, which Google emphasizes in the product announcement. The Marketer<\/em> brand environments and reaches users via their location intention, even if they are physically in a different location. In practice, this becomes a set of rules that defines tonality, offer limits, landing page logic and brand lists per campaign and per ad group.<\/p>\n

Activate AI Max cleanly: Setup, signals, crash barriers<\/h2>\n

The entry point is deliberately low-threshold: in Google Ads<\/a> Activate AI Max in the settings of an existing search campaign and select the functions, including Text Customization<\/em> and Final URL Expansion<\/em>. Google describes this process as Opt-in<\/em> directly in the campaign, including downstream settings at ad group level. In agency practice, it is worth starting with experiments because Google AI-Max experiments<\/strong> offers and the Marketer<\/em> This provides a basis for comparison. Think with Google also reports 27% more conversions with comparable CPA or ROAS when advertisers use AI Max.<\/p>\n