Digital Lab

Google has quietly ushered advertisers into a new era.

With  AI Max.

It’s the clearest signal yet that the era of “manual control” in paid media is quickly evaporating.

The Shift We’re Really Seeing

Advertisers often view AI tools as a means to save time or reduce costs.

But the real opportunities are in using AI to expand your efforts, not shrink them.

What’s happening is deeper:

1. The Gap Between Strategy & Execution The distinction between planning and execution is fading. You no longer “plan a campaign” and then “set it live.” AI Max does both at once.
2. Metrics/KPIs Not Matching Business Outcomes CTRs and CPCs are becoming background noise. The machine optimizes toward real outcomes (conversions, leads, sales) with little patience for vanity metrics.
3. Marketers Stuck On The Optimization Treadmill The marketer’s job shifts from daily tweaks to running experiments, testing new audience segments, and setting guardrails for budgets, creative themes, and audience intent signals.

Early Signals in the Data

Across test accounts, AI Max has been showing trends that should be a  wake-up call for even the most seasoned advertisers:

• 30-45% faster ramp-up times than Performance Max.
• Lower creative fatigue thanks to dynamic asset rotation.
• Consistent conversion lift of 18-25% compared to manual campaign setups.

These aren’t individual wins from specific accounts.

These stats are the signals surfacing across all industries testing the AI Max Beta.

Where Marketers Belong With AI Max

Here’s where it gets uncomfortable for some “set-and-forget” style teams:

• Creative is now the control lever If AI Max controls bids, targeting, and placements… the only differentiator left is  what you feed it. Lazy creative = lazy results.
• Testing looks different You can’t isolate variables like before. Instead, test  bundles of ideas (ad copy + visual + offer) and measure directional improvements.
• Your “job description” has changed. You’re no longer a campaign operator. You’re a strategist, storyteller, and brand translator for machines. Knob turning is replaced with strategic analysis and experimentation.

Where This Goes Next

The danger is assuming AI Max is the final stop.

Marketers should expect:

1. Cross-Platform Campaign Orchestration Google + YouTube + Maps + Discover + Gmail without human campaign planning.
2. Predictive Budgeting Where spend recommendations are auto-adjusted weeks in advance without complex math or tools for budgeting evaluations.
3. AI-Driven Segmentation Overlapping targeting based on existing organic & paid presences blurring the line between paid and organic reach.

I (Haydn, CMO @ 2POINT) still see barely anyone talking about this. But it’s one of the biggest changes to Google Ad management in the last 5 years.

Marketers will be talking about “when AI Max came out” for years to come.

Adapt before competitors even notice the ground shifting.

Are you taking advantage of Google’s growing list of tools?

Most companies struggle to even keep up with the news around marketing. We eat/sleep/breathe this stuff. Staying plugged in 24/7 to make sure good marketing STAYS good.

Looking to expand what your team can do with Google Advertising?