Sign in with Google Human curiosity is limitless and, now, so is what we can ask Google. The days of carefully chosen keyword queries are giving way to a more intuitive, conversational experience where we search in natural language, and with images and videos.
For advertisers, this opens up a pivotal opportunity to meet AI with AI. The definitive way to do it is with AI Max for Search campaigns, a one-click solution that expands on your existing keywords using broad match and keywordless technology to find new kinds of queries you couldn’t have predicted. Then, it tailors your ads and landing pages in real time to match your customers’ intent.
Already, advertisers that adopt AI Max for Search campaigns are seeing 27% more conversions at a similar CPA or ROAS compared with campaigns that mostly use exact and phrase-match keywords.1 Here are case studies on three brands already seeing success with it.
An all-in-one workspace built to help teams work efficiently, ClickUp wanted its marketing to operate with the same speed and simplicity as its app.
With countless productivity apps competing for attention, the mandate was clear: cut through the noise, reach decision-makers, and turn curiosity into adoption. But it wasn’t that simple. ClickUp needed a strategy that could also generate leads, acquire new customers, scale further, and still maintain an efficient ROAS.
Since adding AI Max, ClickUp has seen a 20% lift in incremental conversions.
Last year, the company’s marketing team became one of the first adopters of AI Max for Search campaigns. They started with a test campaign that combined three best practices: search-term matching, text customization, and final URL expansion. This was paired with an automated bidding strategy, a setup built to capture more high-value demand. After the initial test delivered positive results, the team scaled it to more than 400 campaigns.
The approach paid off. Since adding AI Max for Search campaigns into its mix, ClickUp has seen significant growth: a 20% lift in incremental conversions, 16% higher incremental return on ad spend (ROAS), a 22% lower cost per acquisition (CPA), and a 15% higher conversion rate.
Royal Canin is a brand built on precision-focused pet nutrition, creating formulas for specific needs like breed, age, and health. Its marketing must be equally precise, meeting pet owners during critical moments of need.
As the brand prepared to launch new paid Search campaigns in the Czech Republic, the primary challenge was not just growth but efficient growth. Royal Canin’s team needed to answer a crucial question: how to significantly increase conversions without inflating CPA.
To do it, Royal Canin activated AI Max for Search campaigns in a carefully structured A/B experiment. The team leveraged search-term matching to capture and convert highly specific, long-tail queries from concerned pet owners that were previously unreachable, queries like “how many times a day to feed a puppy.”
Royal Canin was able to tailor its creative to customer interest, which was critical for tapping into net-new queries and maximizing relevance.
Text customization then allowed them to tailor ad copy to precisely answer these queries in the moment. The results were transformative. While maintaining the same level of spend, AI Max for Search campaigns drove a 263% surge in conversions for the brand while dramatically reducing CPA by 73%.
Lorena Oaie, Royal Canin’s global media manager, explains why AI Max has been a “game changer”: “We’re able to tailor our creative to customer interest, which is critical for tapping into net-new queries and maximizing relevance as we show up on new Search experiences.”
A global leader in booking travel activities and services, Klook faced increasing complexity in its marketing strategy due to rapid geographical and inventory expansion.
With travel trends constantly changing and the number of destinations growing, the brand’s key challenge was to effectively capture emerging keywords and dynamically map them to the most relevant landing pages.
Klook’s campaigns were able to capture net-new, long-tail queries like “things to do in shinjuku.”
Klook integrated AI Max for Search campaigns to turn this complexity into an advantage. Tapping into AI Max’s full suite of features, Klook’s campaigns were able to capture net-new, long-tail queries like “things to do in shinjuku.” Google AI then precisely interpreted user intent, generating customized ad copy that directed the user to a broad discovery landing page rather than a specific activity page.
The result? A more engaging, relevant ad experience that boosted conversion value by 161% and drove a 25% increase in ROAS within one month.
By adopting AI Max for Search campaigns, ClickUp, Royal Canin, and Klook are proof that meeting customers in this new era of Search requires a new kind of strategy, one built on an AI-powered foundation that can adapt, customize, and connect at the speed of curiosity. Start building your new Search strategy today.
