Couldn’t make it? Here’s what you need to know.
Google and Microsoft focused on spotlighting their ad products and what their futures look like - and a key theme for both was stressing the importance of showing relevant ads within their respective AI tools like AI Overviews and Copilot. Both platforms shared a similar story, that performance max campaign types give you the most coverage. But Google stood out by addressing key points of concern advertisers currently face along with some solutions. Let’s dive into what Google shared.
Google’s Improved Transparency
Google has been slowly rolling out granular search terms reporting inclusive of performance max as well as the ‘Channel Performance’ overview that mimics the popular script written by Mike Rhodes. Advertisers often referred to performance max as a ‘black box’ since the reporting received in the past didn’t offer a large amount of insight into what was working well and what wasn’t.
These enhancements are long overdue features that bring the reporting of performance max closer to par with historical campaign types of Google’s past, but they also set up a level of advertiser trust that allows Google to push even more into the realm of automated campaign types.
New Campaign Settings - Welcome AI Max for Search
One of the biggest focuses at GML was the AI Max for Search campaign type, to be rolled out across accounts later this year. What stands out the most is that this is not a new campaign type, but instead a toggle that opts a campaign with history into the added benefits of AI Max, offering brands and advertisers flexibility. This toggle combines a lot of features we may be more familiar with. Let’s break it down:
| AI Max for Search Feature | What it’s Similar To |
| Search Term Matching | Broad match keyword campaign setting Dynamic Search Ads (DSAs) |
| Asset optimization | Automatically created assets Final URL expansion |
| Brand settings | Pmax brand inclusions/exclusions |
Our Predictions
Google’s latest updates are most likely to impact advertisers that either haven’t launched performance max at all yet, or for the ones who are solely relying on it. If you haven’t yet begun with performance max, these updates provide all the more reason to hop in: F there is now more reporting provided as well as getting some of the AI products without expanding inventory outside of traditional search. On the opposite end of the scale, brands who are only running performance max will have the option to receive reporting on wasted spend, offering a better sense of where to optimize and unlock growth.
For brands who have a good cocktail of campaign types live, and have already tested these features on their own (broad match, DSA, auto-created assets, URL expansion, and brand inclusions/exclusions), AI Max for Search may not drive substantial revenue gains. However, the AI Max toggle is a great campaign experiment that will offer learnings brands can leverage during their peak season.
Surprisingly, what was missing at GML was a similar bridge between standard shopping and performance max. Our hope is that standard shopping campaigns will soon get similar feed-based toggles, with a focus on audience expansion and possibly the display network. Since Google changed the way the auction served standard shopping campaigns in favor of. performance max in October 2024, the standard shopping campaign type has started to rise from the dead.
An announcement that got much less hype was the rollout of experiments in Google Merchant Center, which opens the doors for advertisers to test different optimizations within the product listing ad space without relying as heavily on a feed management platform. It’s clear that Google is still focusing on performance max to leverage the product feeds - at least for now.
As platforms like Google and Microsoft continue to lean into AI-powered ad solutions, the message is clear: automation and relevance are at the forefront of their advertising future. Google, in particular, is striving to win back advertiser confidence with meaningful improvements to transparency and control — especially within performance max and the upcoming AI Max for Search toggle. These updates aim to address long-standing frustrations while offering new opportunities to optimize and grow, whether you're a seasoned PMax user or just getting started.
Looking ahead, it’s important for brands and advertisers to test early, gather learnings, and build muscle with these evolving tools before peak moments like Q4 hit. The introduction of experiments in Google Merchant Center and the potential for an AI Max for Shopping evolution suggest we’re just at the beginning of a new chapter in search and shopping automation. Stay curious, stay flexible, and be ready to adapt — because the platforms certainly aren’t slowing down.