Google has globally launched AI Max, a cutting-edge artificial intelligence feature for its Search Campaigns, designed to help businesses—particularly in Africa—improve their online visibility and customer engagement in an increasingly competitive digital environment.
Currently in global beta, AI Max represents a major upgrade to Google’s existing Search Ads platform. It leverages advanced AI models, including Google’s Gemini suite, to intelligently connect businesses with potential customers—even when those users search with unexpected or non-standard terms.
Speaking on the launch, Brian Burdick, Senior Director of Search at Google, stated:
“As more people across Africa rely on Search to make everyday decisions—from finding a tailor in Yaba to comparing solar panel prices in Nairobi—local businesses need smarter tools to stand out.”
Search Term Matching: Identifies and targets high-intent search queries—even if those keywords aren’t in the ad.
Dynamic Text Customisation: Automatically tailors ad copy in real time to better suit user search behaviour.
Final URL Expansion: Directs users to the most relevant landing page on a business’s website.
Advanced Controls: Offers advertisers refined control over brand safety, geographic targeting, and audience segmentation.
For instance, a bag seller in Kumasi, Ghana, could now appear in search results for “durable weekend carryall” despite not having those exact words in their ad—something not previously possible with basic keyword targeting.
Google emphasised that AI Max could be especially transformative for African small and medium-sized enterprises (SMEs), many of which operate with tight budgets and limited time.
Early adopters of the feature have already reported an average 14% increase in conversions without a corresponding rise in cost-per-action. Those previously reliant on basic keyword-based ads have seen even greater improvements.
Importantly, AI Max is not a new campaign type, but rather a setting within existing Search campaigns, making it easy to implement without needing to overhaul one’s entire advertising structure.
“We know many African entrepreneurs wear multiple hats. AI Max is built to reduce their workload, not add to it,” Burdick added.
The rollout of AI Max comes following a rapid global AI race, particularly between tech powerhouses in the United States and China. In just one week this past March:
Chinese startup DeepSeek launched V3-0324, a major upgrade with improved reasoning and coding capabilities.
OpenAI released a new image-generating model within GPT-4o, known for its precision in rendering and prompt-following.
Google countered with Gemini 2.5, dubbed a “thinking model” aimed at solving more complex tasks than its predecessors.
With AI Max now live, Google positions itself not only as a global AI leader but also as a partner for emerging markets, especially Africa’s booming digital economy.
