Google’s AI Max: linking content strategy and conversion optimisation

Marketers have grown used to losing control in Google Ads. Exact keyword matching has nearly vanished, search queries are more nuanced than ever, and algorithms dictate much of performance. But amidst this complexity, one thing hasn't changed: people still want relevance. They want answers, inspiration, and products tailored to their needs.

AI Max can be a valuable tool to enhance the relevance of search ads, especially when optimising data availability for the algorithm.

What is AI Max? 

AI Max is Google's latest upgrade to Search campaigns, blending automation from Dynamic Search Ads with AI-driven optimisation. In practice, it means Google can rewrite your ad copy, select more relevant landing pages, and dynamically align content to user intent, all within the same campaign. Crucially, you control how much AI is used. For instance, you might opt to use only the AI feature to change your ad's text. 

For example, imagine you're advertising Product X. You have:

• A dedicated product page with sales points, pricing, and testimonials
• Feature-focused sales pages
• Comparison articles against competitors

With AI Max activated and a curated list of allowed landing pages, when someone searches for "Product X vs Product Z", Google can automatically route them to your comparison article, serving an ad and landing page that better match intent. This elevates the user experience and increases the likelihood of conversion.

How AI Max ties to content strategy

To make the most of AI Max, think beyond single landing pages. Too often, campaigns rely on one-dimensional product pages, SEO and SEM work in silos, and articles lack clear CTAs. A holistic approach to your SEO and SEM efforts bridges these gaps:

• Group content by keyword themes (product pages, comparisons, testimonials).
• Include multiple pages under one campaign, allowing AI Max to serve the most relevant one.
• Monitor whether paid activity adds incremental conversions rather than cannibalising SEO.

Using this holistic approach to evaluate our keyword theme and content, you can group relevant landing pages under a single campaign. Under this theme, you have one main landing page in the ad, with other pages at the ad group level. This way, SEM drives more qualified traffic, SEO gains from increased engagement, and customers see the most useful content for their queries.

Now, AI Max features can use these landing pages to optimise ads and send customers to more relevant landing pages. 

Conversion optimisation: checklist for landing pages

Ultimately, every click needs to count. AI Max can only work if your chosen pages deliver a compelling next step. Before including a page in your campaign, ask yourself:

• Does it have a clear CTA?
• Does it link naturally to the main sales page?
• Is there a visual element (e.g., a banner or button) guiding the next step?
• Is the messaging aligned with search intent?
• Have you tested the page on mobile?

From experience, I've often started with sales pages tailored for different keyword groups. Even if the product we sell is the same, we have frequently noticed that people search for it using different keywords. We've then optimised the second sales page for this specific term. AI Max's reporting allowed us to see which pages converted best, guiding us to double down on high-performing combinations.

Where to start testing AI Max

I hope this article inspires you to test this new feature and take a holistic approach to your SEM and SEO efforts. Luckily, Google has made the testing for this feature readily available. A few tips for initial tests to run:

• Comparison content vs. product pages: Let AI Max decide which drives better conversions, a comparison article or a product page.
• Article CTAs: Experiment with subtle vs. bold CTAs on informational content.
• Exclusion strategy: Exclude irrelevant pages and track whether campaign efficiency improves.

Tips for managing tests:

1. Exclude pages you do not want in your campaign: AI Max includes pages outside your chosen ones, so I recommend excluding other pages beforehand.
2. Use brand lists and negative keyword lists to exclude your brand terms and avoid waste.
3. Monitor landing pages. Even when you use inclusions and exclusions, you may see unwanted pages in your report; adjust as you learn. 
4. Check how search terms evolve: AI max tries to reach even more potential searches compared to broad match
5. Use experiments: don't overwrite your original campaign, use it as a control, and compare results. AI Max is not a silver bullet

Final thoughts: reflections from practice

AI Max is not a silver bullet, but it's a powerful way to align SEM and SEO around user intent. Start small, review performance regularly, and refine your content strategy based on results. The sooner you experiment, the sooner you'll know how AI Max can unlock incremental conversions for your business.

Key takeaways:

• AI Max connects ad delivery with the most relevant content.
• A holistic approach ensures SEO and SEM work together, not in competition.
• Landing pages must be optimised for conversions before being included.
• Testing and iteration are essential to success.

So go ahead, test more, learn, and test something new. Take inspiration from the results, and enjoy the creativity that comes with experimentation!

And if you ever need a helping hand along the way, we're here to support you.