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Many businesses struggle to choose between paid ads and organic marketing. The truth? A smart combination of all three delivers the best results.

Google Ads (PPC): Reach People Already Searching

Google Ads targets users with strong purchase intent. When someone is actively looking for your product or service, you show up at the exact moment they need you.

Best for:

• High-quality leads
• Service-based businesses
• High-intent buyers
• “Need it now” customers

Meta Ads (Paid Social): Create Demand & Visibility

Meta Ads help you reach the right people even before they search. You push your brand, story, and offers directly to your ideal audience.

Best for:

• Brand awareness
• Storytelling & engagement
• Demand creation
• E-commerce promotions

Local SEO (GMB Optimization): Be the Local Go-To Expert

Local SEO strengthens your presence in Google Maps and “near me” searches. It’s an organic strategy that builds long-term visibility and trust.

Best for:

• Local stores & service providers
• Free, high-quality calls and directions
• Review-driven trust building
• Sustainable, long-term presence

Cost & Longevity of Local SEO

Local SEO is one of the most cost-effective strategies. Google Business Profile is free, and once optimized, it offers long-lasting organic visibility. Unlike paid ads, your presence doesn’t disappear when the budget stops. Ongoing work is minimal—mainly regular updates, photos, and review responses.

Meta Ads: Meta can spend up to 175% of your daily budget on high-performance days, but no worries they keep the weekly spend in check.

Over a calendar week (Sunday to Saturday), your total spend won’t exceed 7x your daily budget.

Example: If your daily budget is €100, Meta might spend up to €175 on one day, but the weekly max stays at €700.

Google Ads: Google’s bolder they can spend up to 200% of your daily budget on high-traffic days.

Still, over a month, you won’t pay more than your daily budget times 30.4 (average days in a month).

Example: A €100 budget could lead to €200 in one day, but your monthly max is €3,040.

Conclusion: Meta caps overspending at 175% daily, balancing it weekly.
Google goes harder with 200% daily, but manages it monthly.

Marketers rely on Google Search ads to deliver performance against their marketing goals, but staying on top of shifting user behavior and ensuring they’re set up for success can be a challenge. Search ads are powered by the best of Google AI to help advertisers grow their businesses and stay ahead of the curve. That’s why we’re introducing AI Max for Search campaigns, a simpler, comprehensive solution that delivers powerful performance without sacrificing control or transparency.

AI Max offers a comprehensive suite of targeting and creative enhancements–including improved search term matching, better text customization of your headlines and descriptions, and final URL expansion to increase the relevancy of your landing page to a user’s intent.

AI Max offers improved reporting to enhance ad performance, maintain campaign relevancy, and extend campaign reach. This guide explains how AI Max works and when you should use it.

Benefits

• Maximize reach and drive performance: Expand your keywords to find untapped, performant queries with broad match, asset-based targeting and keywordless technology.
• Enhance creative relevance: Use AI to optimize creative content based on your customers’ unique interests, and seamlessly integrate your ads into their results.
• Get the control and transparency you need: Access new actionable insights to see how AI Max improves your performance.

Advertisers that activate AI Max in Search campaigns will typically see 14% more conversions or conversion value at a similar CPA/ROAS.

How AI Max for Search campaigns works?

AI Max is a comprehensive suite of targeting and creative features. Two main features, search term matching and asset optimization, leverage Google AI to optimize your ads in real time and tailor your creative message to reach your customers and drive more value for your business.

This article explains how search term matching and asset optimization works and lists all available features in AI Max.

Search term matching

Turning on AI Max will turn on search term matching for your campaign. You can toggle it off in the ad group settings.

Benefits:

• Incremental reach and performance: With search term matching, you can expand upon your existing keywords using broad match and keywordless technology to find more relevant and high-performing search queries — queries and conversions that you’d otherwise miss. Google AI will learn from your current keywords, creatives and URLs to help you show up on more relevant searches.
• More control: AI Max comes with new controls that give you the precision you previously used keywords for. Exclusively in AI Max for Search campaigns, locations of interest helps you reach specific customers based on their geographical intent at the ad group level. And with brand controls at both the campaign and ad group level, you can specify the exact brands you want your ads to be associated with, or prevent your ads from appearing alongside specific brands.
• More transparency: Headlines and URLs in the search terms report give you a clearer view into customer ad journeys. And the improved asset reports show you how your assets are performing against KPIs like spend and conversions, not just impressions. You’ll have the option to remove any generated assets or specify where you'd like to send your customers with URL controls. New match type values for AI Max and “source” columns provide insights into why your ads matched.

Asset optimization

Asset optimization is a panel of campaign-level settings that delivers more tailored creative messaging at scale. It includes text customization (formerly known as automatically created assets) and final URL expansion settings. Turning on AI Max will turn on text customization and Final URL expansions for the campaign. You can toggle them off individually in campaign settings.

Note: Final URL expansion requires text customization to be turned on to ensure ad copy matches landing page.

Benefits

• Improved performance: Google automatically sends users to the landing page from your domain that is predicted to perform best and serves relevant ad copy customized to user intent. This unlocks new user journeys that can drive incremental performance.
• More relevant ads: Asset optimization helps optimize your ad to better tailor your creative message to the user and drive more value for your business.
• Drive efficiency: Improve your efficiency with automatically created ads with just a few clicks. Enabling these settings can drive better results with less time and less manual effort.
• More Transparency: Gain deeper insights into performance metrics with improved performance and contextual reporting for your assets.

Note: If you've enabled the final URL expansion setting, pinning of RSA assets will not be respected.

Features available in AI Max

With AI Max, you’ll be able to balance driving better performance and improving flexibility with AI, all while gaining new, precise controls for your campaigns. The following features and settings are included in AI Max:

• Search term matching:Search term matching uses broad match, asset-based, and landing page-based technology to improve campaign reach.Ad group level control (on by default when AI Max is turned on for the campaign).
• Text customization (formerly known as automatically created assets):Uses text from your existing ads, landing page copy, and assets along with generative AI to create customized ad copy that’s more relevant to specific user searches.Campaign level control.
• Final URL Expansion: Send traffic to the most relevant URLs on your website when it's likely to result in better performance. Final URL expansion will only send traffic to URLs that are query relevant and themed to your ad group. Requires text customization to be turned on to ensure ad copy matches landing page.When Final URL expansion is turned on for your campaign, pinned assets aren’t used if a more relevant URL is chosen, because they may not match the customer’s intent. Learn more About Asset Optimization.Campaign level control.
• Locations of interest: Reach specific customers based on their geographical intent even in keywordless matches.Ad group level control.
• Brand settings: Specify the exact brands you want your ads to be associated with (brand inclusions), or prevent your ads from appearing alongside specific brands (brand exclusions).Brand inclusions: Campaign and ad group level controlBrand exclusions: Campaign level control.
• URL inclusions:Utilize URL inclusions to include URLs that were not captured by final URL expansion. Learn more about how to use URL inclusions.Ad group level control.
• URL exclusions: Exclude specific URLs from serving as landing pages in your campaignCampaign level control.
• Updates to reporting: AI Max includes reporting improvements to help track your campaign’s performance. Search Terms report:Includes “AI Max” as a new match type for those incremental search terms and a source column that shows if the match is because of broad match expansion or keywordless matching.A new view that shows the combined search term, headlines and URLs to provide a full view into customer ad journeys Keywords report: New summary rows now show “AI Max” to understand total contributions from AI Max Landing pages report: New “Selected by” column shows performance of AI Max landing pages Asset report: Shows performance of AI Max assets.

Upgrading existing campaign settings to AI Max

Campaigns that have enabled the following features prior to adopting AI Max will notice a change in how these settings can be managed. To learn more, navigate to the dedicated feature page linked below:

• Text customization (formerly known as automatically created assets): Upgraded into AI Max
• Brand settings: Upgraded into AI Max
• Broad match campaign setting: Upgraded into AI Max

After AI Max is activated for a campaign, these settings will be fully upgraded.