Google has launched AI Max, a powerful upgrade to its Search Campaigns platform, aimed at helping businesses — including those in Africa — connect with more customers and grow their online presence.
The global rollout of this AI-powered feature will begin in open beta later this month.
AI Max uses cutting-edge artificial intelligence, including Google’s Gemini technology, to make ads smarter, faster, and more relevant.
The tool is designed to help businesses show up in more search results, even when potential customers use unexpected or indirect search terms.
With digital searches becoming more specific and intent-driven, African businesses need better tools to stay competitive.
AI Max meets this need by helping businesses appear in searches based on user intent, not just keywords.
For example, a shop in Kumasi selling handmade bags could now appear in a search like “durable carryall for weekend travel,” even if those words aren’t in the ad copy.
“People are asking more specific questions on Search, and they expect more helpful answers,” said Brian Burdick, Senior Director of Search at Google.
“With AI Max, we’re using advanced AI to better understand those questions and help businesses show up at just the right moment.”
AI Max introduces features such as real-time ad text customization, automatic discovery of new relevant search terms, and final URL expansion — directing users to the most suitable pages on a business’s website.
Advertisers also gain more control with settings for location targeting and brand filters.
These tools are particularly important in Africa, where many businesses operate in crowded markets with limited advertising budgets.
By automating parts of the ad process, AI Max helps small business owners focus on serving customers while making their ads more efficient.
“This tool is about making their advertising work harder for them, not adding to their workload,” Burdick added.
“African entrepreneurs are already managing inventory, sales, and finances — AI Max saves time and stretches ad spend.”
Early results show strong performance. Businesses that activated AI Max in their campaigns saw a 14% increase in conversions with no increase in cost-per-action.
Those switching from traditional targeting methods experienced even greater improvements.
Importantly, AI Max is not a new campaign type. It’s a setting within existing Search Campaign
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