Is Google Ads AI Max worth it? What it does, what tests found, and how to turn it off
AI Max for Search is now on by default in new Google Ads Search campaigns. Google claims 14% more conversions; independent tests found a 13% median lift in conversion value with CPA up 16% (SMEC, 250+ campaigns) and about 3% real incremental uplift for accounts already heavy on broad match (Brainlabs). What it is, the controls, the failure modes, and a checklist for deciding.
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