Google is rebranding its Search Max feature to AI Max within the Google Ads platform. This change includes a toggle option labeled 'Optimise your campaign with AI Max', currently in beta. The rebranding aligns with Google’s strategy to highlight its artificial intelligence capabilities across various campaign types, especially after the recent Power Pack campaign mix revealed at Google Marketing Live 2025. This shift has been noted by industry observers such as Jerome Fleck and Hana Kobzová.
The update reflects Google's broader push to align campaign types more clearly with its AI-driven capabilities, especially following the introduction of the Power Pack campaign mix at Google Marketing Live 2025.
This was spotted by Jerome Fleck & Hana Kobzová on PPC News and Adriaan Dekker also posted about it on LinkedIn.
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