Google has announced its AI Max for Search Campaigns technology. The tool, which is in its beta stage, was made to bring advanced artificial intelligence to advertising platforms. The tool focuses on helping African businesses expand their online presence.
The new feature, which integrates Google’s Gemini technology, helps businesses appear in more relevant searches even when potential customers don’t use exact keywords in their queries. For example, a shop selling handmade bags in Ibadan could now appear in searches like “durable carryall for weekend travel” without specifically targeting those terms.
“People are asking more specific questions on Search, and they expect more helpful answers. With AI Max, we’re using advanced AI to better understand those questions and help businesses show up at just the right moment, Brian Burdick, Senior Director of Search at Google, said.
The tool includes several key features: search term matching to identify relevant queries automatically, dynamic text customization that updates ad copy in real-time, final URL expansion to direct customers to the most relevant webpages, and control settings for location targeting and brand filters.
Early adopters have seen promising results, with businesses activating AI Max reporting an average 14% increase in conversions without increasing their cost-per-action. The gains were even higher for businesses transitioning from traditional exact-match keyword targeting.
For African entrepreneurs, especially those operating with limited marketing budgets in competitive markets, AI Max represents an opportunity to make advertising spending more effective by connecting with high-intent customers.
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Importantly, AI Max is not a new campaign type but a setting within existing Search campaigns, allowing businesses to implement it immediately without starting from scratch.
The launch builds on Google’s broader initiatives supporting African small and medium-sized enterprises, including the Hustle Academy and digital skills training programs that have reached millions of entrepreneurs across the continent.
The global beta rollout, including African markets, begins later this month.
