Google expands AI-powered advertising tools via AI Max for Search

Google is expanding its advertising capabilities through AI Max for Search, an automation layer designed to optimize existing Search campaigns. The tool enhances query matching, adapts ad creative, and can select more relevant landing pages to improve user intent interpretation. Google reports that non-retail advertisers using AI Max have seen an average increase in conversions or conversion value at similar costs.

In Nigeria, Google is introducing these AI-powered features to help businesses better understand customer journeys and create ads using natural language instructions. This includes AI Brief, which allows advertisers to provide conversational prompts to specify what to highlight or avoid in their messaging. These tools are being deployed progressively, with a focus on helping businesses prepare for peak shopping periods like Black Friday. Globally, Google states that approximately 500,000 advertisers are currently using AI Max.