Google has been moving towards more automation in ads for years.
More AI.
More broad matching.
More machine learning.
More “let the system learn”
And now we have AI Max for Search campaigns.
At first, it’s easy to lump AI Max in with Performance Max.
But that’s not really accurate.
AI Max is an optional upgrade inside Search campaigns.
Performance Max is a separate campaign type that can run across Google’s channels, including Search, Display, YouTube, Gmail, Discover, Maps, and more.
That difference matters a lot for local service businesses.
Because when you’re managing campaigns for plumbers, HVAC companies, roofers, attorneys, med spas, dentists, or other local businesses, the goal is not just more leads.
The right calls.
From the right service area.
For the right services.
At the right level of intent.
AI Max can help Search campaigns catch more long-tail, problem-based searches that traditional keyword lists may miss.
Those are real local service searches.
And they can be valuable.
But AI Max also needs guardrails.
Without the right setup, it can create problems like:
That’s why we don’t think agencies should treat AI Max like a simple toggle.
It should be tested carefully.
Start with one campaign.
Keep location targeting tight.
Use negative keywords aggressively.
Make call tracking the primary conversion when calls matter most.
Be careful with Final URL Expansion if you already have a high-converting landing page.
And watch lead quality, not just lead volume.
Performance Max can still have a role, but for local service campaigns, we’d usually want Search working first.
Then test AI Max inside Search.
We broke all of this down in a full blog post, including:
We manage white-label Google Ads campaigns under your brand, including strategy, landing pages, tracking, optimization, reporting, and ongoing account management.
