AI Max in Google Ads: Key things you need to know (w/ Jyll Saskin Gales) | S2 EP7

The paid media lab · 2025-07-02 · 40 min

Episode notes

AI Max is here - but getting the right information about it, and what it means for your campaigns, can be hard to find. To help marketers get a clear view on how to prepare for AI Max, we spoke to Google Ads Expert Jyll Saskin Gales. Jyll is a former Google employee, top PPC consultant, and author of Inside Google Ads - a fitting book title, given that very few people know what goes on inside Google's Ads than her. In this extended episode of the Paid Media Lab, we spoke to Jyll about all-things AI Max, as well as how Broad Match ties in (and how to use Broad Match effectively). Expect to learn: • What AI Max is and how it evolved from Search Max • Key AI Max features: text customization, keyword list targeting, final URL expansion • New transparency and control options in AI Max • Shift from keyword matching to intent prediction in Google Ads • Opportunities and risks of keywordless PPC • Best practices for using broad match effectively • Jyll’s three C’s: conversion tracking, customer lists, creative • The truth about audience signals in AI/Performance Max • How to test AI Max responsibly Don't have time to listen to the whole thing?

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