Goodbye keywords: Google Search ads go keywordless with AI Max

With AI Max, artificial intelligence personalizes Google Search ads by focusing on user intent rather than keywords

The age of intent: why keywords are no longer enough

For years, Google Search campaigns have been ruled by one principle: whoever masters the keywords, controls the traffic. Brands and marketers perfected strategies based on search volumes, long-tail phrases, and semantic associations. But that world is fading.

Search is no longer just transactional—it’s multisensory, personalized, and predictive. Users now type complex queries, expecting tailored responses. In Italy, 71% of consumers say they want personalized and relevant ads.

Beyond keywords: what does keywordless mean?

The keywordless model breaks the classic triangle of keyword–ad–landing page. It’s no longer about showing up for a specific search term. It’s about understanding the true intent behind that search and providing the most relevant answer at the exact moment it’s needed.

For example, if you search “light tennis shoes for clay court,” you’re not looking for a generic “buy tennis shoes” ad—you want something that speaks precisely to your specific need.

AI Max: the intelligent advertising engine

Google meets this challenge with AI Max, the latest feature for Search campaigns that introduces a new era of contextual advertising.
It includes three core capabilities:

• Smarter query matching, using AI to find related terms and infer deeper intent
• Generative creative assets, tailoring headlines and visuals to each user
• URL expansion, sending users to the most relevant landing page on your site

Together, these create a smooth, relevant, and high-converting user journey.

A real case: Beko Europe and dishwasher sales

Beko Europe, a major home appliance brand, tested AI Max in France on a campaign promoting Whirlpool dishwashers. The goal: unlock new growth while keeping return on ad spend (ROAS) stable.

The results were striking:

• +87% in online sales
• 73% of total campaign clicks came from AI Max
• Over 40% of new queries were captured
• All with no increase in cost per conversion

Thanks to smarter targeting, Beko expanded reach without compromising performance. Now they’re planning a full rollout across Europe, including Italy.

From keywords to relevance: the future of search

In a world where every user is unique, relying on static keywords is no longer enough. Advertisers must interpret intent, even when it’s not explicitly stated.

With AI Max, Google helps brands build hyper-relevant user journeys, generating more conversions across the entire funnel.

The keywordless era isn’t a threat—it’s a strategic opportunity for those who can listen more closely.

FAQ

1. What is keywordless advertising?
It’s a strategy that doesn’t rely solely on keywords but instead focuses on real user intent.

2. How does AI Max work?
It uses AI to understand what users really want and shows relevant ads, even for non-exact matches.

3. How is this different from traditional search ads?
It goes beyond exact keyword targeting, delivering personalized and dynamic ad experiences.

4. Is AI Max available in Italy?
Yes, it’s available to all advertisers in Italy and other markets.

5. Is this only for big brands?
No. Even small businesses can benefit from better targeting and ad performance.

6. What are the main advantages?
More reach, more clicks, better conversions, and higher relevance.

7. How does creativity factor in?
AI Max adapts ad copy and visuals to match user behavior and intent.

8. What’s URL expansion?
It automatically directs users to the most relevant page on your site based on their query.

9. Can I measure the performance of AI Max?
Yes. Google Ads provides detailed metrics on clicks, queries, and conversions.

10. Does it work for top-of-funnel users?
Absolutely. It captures users even during their early-stage exploration phase.