With the explosion of AI-powered tools for advertisers, the challenge isn’t just choosing the right ones, it’s understanding how they work together to drive better performance for your brand.
Google’s Matz Lukmani, Product Lead for EMEA, recently clarified the distinction between two key AI-driven campaign types: AI Max for Search and Performance Max.
Here’s what you need to know.
AI Max for Search
This is Google’s AI-first upgrade to Search campaigns. It’s designed for advertisers who want:
- Full keyword-level control and visibility
- Tight targeting of high-intent searches
- Precision tools for refining campaign structure and messaging
In short: it’s perfect for brands wanting to double down on intent-driven search traffic, while still keeping hands-on control.
Performance Max
Performance Max is Google’s flagship cross-channel campaign format, using AI to deliver ads wherever your audience is across:
- YouTube
- Display
- Discover
- Gmail
- Maps
- Search
The aim: Maximise reach and performance by adapting creative, bidding, and placements automatically.
Can you use both? definitely.
In fact, Google recommends combining them, along with Demand Gen, into a powerful trio they’re calling the “AI Power Pack”:
✅ AI Max for Search for precise, intent-led targeting
✅ Performance Max for broad, AI-optimised reach
✅ Demand Gen for upper-funnel awareness and conversion-ready engagement
When used together, brands are already seeing +14% more conversions by combining Demand Gen with Performance Max alone.
The Smart Move? System Thinking.
It’s not about choosing one AI tool over another. It’s about building a connected system that brings the best of AI across the full customer journey, from awareness and consideration, to action and retention.
Need help deciding where AI fits into your PPC strategy?
We’re already helping clients structure campaigns that deliver smarter results with the right blend of automation and control.
Let’s talk about what an AI Power Pack could do for your brand. Speak to the team today.
