Google could soon launch a new feature in Google Ads called “Search Max,” designed to deliver smarter, more adaptable ad performance in response to the evolving search landscape.
What’s happening:
- A Search Max option has appeared in the match type report for some advertisers, hinting at an upcoming rollout.
- Lars Thoning Dybro first spotted the update, with Adriaan Dekker sharing additional details and a screenshot on LinkedIn.
What we know. We know little so far, as Google has not commented on this update. However, ecommerce expert Mike Ryan speculated that it’s an iteration of a “Smart Matching” match type test that he saw in 2021:
Why we care. Given Google’s track record with automated solutions like Performance Max, Search Max could indicate a major shift in how search advertising is conducted, potentially requiring advertisers to adapt their strategies and prepare for match types working in a brand new way.
Between the lines. While official details are sparse, this move aligns with Google’s trend toward automation and AI-driven advertising solutions, like Performance Max.
What’s next. Keep an eye on your Google Ads account for updates as this feature continues to surface. If Search Max is widely implemented, it could reshape search campaign strategies by streamlining ad creation and targeting.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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