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Google AI Max for Search: Game Changer or Disaster? (Honest Case Study)

Google’s AI Max for Search (formerly known as AMEX for Search) has been out for a few months now — and marketers are still split.

Is it:
• The future of Google Search?
• Or a dangerous beta feature that can destroy profitable accounts?

In this video, I break down my real-world experience managing Google Ads for e-commerce brands, including live case studies, performance data, and the exact scenarios where AI Max works — and where it absolutely doesn’t.

I currently help e-commerce brands scale Google Ads profitably (up to 13x ROAS), and this is my unfiltered take after testing AI Max across multiple accounts.

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What You’ll Learn in This Video

• What AI Max for Search actually is (and why it’s NOT a new campaign type)
• How Google’s AI expands keyword matching and asset optimization
• Why AI Max can increase scale — but also kill performance
• The exact types of brands that should use AI Max
• The 90% of brands that should stay far away from it
• Two real client case studies:
– One where AI Max scaled profitably
– One where it completely destroyed results
• Why turning AI Max on existing campaigns is extremely risky
• How to test AI Max safely without blowing up your account
• Automation vs strategy — where Google Ads is heading next

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Who AI Max for Search Is GOOD For

✔ Brands that are already profitable and want incremental scale
✔ New advertisers who need Google’s algorithmic guidance
✔ Simple stores with a small, clear product catalog
✔ Advertisers willing to test automation strategically

⸻

Who Should Avoid AI Max for Search

✖ Brands with already-winning search campaigns
✖ Accounts that rely on stability and predictable performance
✖ Stores with large or complex product catalogs
✖ Compliance-heavy niches (supplements, fitness, health, etc.)
✖ Anyone looking for a “set it and forget it” solution

⸻

Real Results Covered in This Video

• $15,000 ad spend → $37,000 revenue (AI Max generic search)
• Branded search impression share increase from ~90% → 96%
• One account completely tanked after enabling AI Max on an existing campaign
• Why ROAS can temporarily drop while total revenue increases
• The hidden risks of running AI Max while it’s still in beta

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How I’d Test AI Max Today (Safely)

• Never turn it on existing winning campaigns
• Always isolate it in a separate search campaign
• Minimum $50–$100/day test budget
• Let it run 30–45 days before judging performance
• Keep 80–90% of spend on proven structures
• Aggressively monitor search terms and negatives

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Final Take

AI Max for Search isn’t “good” or “bad” — it exposes your foundation.

If your offer, funnel, and strategy are weak, AI Max will magnify those problems.
If your foundation is strong, it can unlock new scale you couldn’t reach before.