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What Is The New PPC Search Max Feature?

PPC and Search Max
27th February 2025
According to House of Performance, Google Ads is reportedly developing a new feature called “Search Max.” This is aimed at enhancing ad performance through advanced automation and optimisation strategies. While official details are limited, early insights suggest that Search Max is designed to improve reach and drive higher conversions by automating search term matching and optimising URLs.

This new campaign type combines:

  • Search Term Matching: Expanding your reach beyond traditional keywords by combining Broad Match, Performance Max (Search), and Dynamic Search Ads (DSA). In other words, Google decides who sees your ads.
  • Text & URL Optimisation: Google’s AI will dynamically pick the best-performing URLs and tweak your ad copy based on the search query.

If you’re in the test group, you’ll see the option to enable Search Max inside Smart Bidding settings. From that point on, Google’s AI will take the wheel.

Digital Position says that the introduction of Search Max reflects Google’s ongoing commitment to leveraging artificial intelligence to optimise advertising strategies. By automating various aspects of ad delivery and content optimisation, Search Max aims to provide advertisers with a more efficient and effective way to reach their target audiences.

As this feature is still in development, advertisers are encouraged to stay informed about official announcements from Google to understand how Search Max can be integrated into their advertising strategies.

What More Do We Know?

In all honesty, not very much. We believe it may be similar to the Smart Matching feature which first appeared in 2021. While a short while ago, the usefulness of this feature may have been adapted into the new Search Max feature.

We predict more news will come within the next few months, in order for businesses to begin trialling its effectiveness, and seeing how it can be beneficial for future PPC campaigns.

An AI Solution

It is no secret that AI is being used a lot more within our content, views and to generate responses for users, develop strategies, and more. We believe the Search Max feature will help with this continued trend of implementing AI into many everyday aspects of digital marketing.

Interested in learning more about PPC in general? We have a team ready to take on your call, with top tier advice and support to help deliver your goals. Feel free to enquire today to learn more details.

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