Google has launched the global beta rollout of AI Max for Search Campaigns, an upgrade to its Search Ads platform that brings smarter, more intuitive advertising tools to businesses — including those in Africa — looking to grow, and expand their online presence.
This feature uses artificial intelligence to improve how ads are shown, helping local businesses connect with a larger customer base in the rapidly changing online environment.
This launch comes at a time when African businesses are navigating an increasingly digital economy. As more people across the continent turn to Search to make decisions — whether they’re looking for the nearest tailor in Yaba or comparing prices for solar panels in Nairobi — the opportunities for businesses to connect with local customers have never been greater.
But reaching those customers, especially in a region as diverse and fast-evolving as Africa, isn’t always easy. That’s where AI Max steps in.
AI Max is designed to help businesses show up in more relevant searches, even when potential customers don’t use the exact words the business might expect.
By drawing on the latest AI models, including Google’s Gemini technology, the feature allows businesses to expand their reach beyond traditional keyword targeting.
That means a small shop in Kumasi selling handmade bags can now appear in searches like “durable carryall for weekend travel” — even if the ad didn’t include those specific words.
“People are asking more specific questions on Search, and they expect more helpful answers,” said Brian Burdick, senior director of Search at Google. “With AI Max, we’re using advanced AI to better understand those questions and help businesses show up at just the right moment — with content that’s more relevant, and more likely to help people find what they’re looking for.”
The new feature suite includes:
- Search term matching, which automatically finds new relevant queries that a business might not have thought of;
- Dynamic text customization, where ad copy updates in real-time to better match user intent;
- Final URL expansion, which directs customers to the most relevant page on a business’s website;
- And control settings, like location targeting and brand filters, that give advertisers more say in where and how their ads appear.
For African business owners — many of whom operate in crowded marketplaces with limited marketing budgets — these tools can make the difference between being discovered or being overlooked.
The platform’s automation doesn’t just save time; it helps ensure that limited ad spend goes further by connecting businesses to higher-intent customers.
Results from early adopters globally are promising: businesses that activated AI Max in their campaigns saw an average 14% increase in conversions at a similar cost-per-action. For those still using more traditional targeting methods, like exact-match keywords, the uplift was even higher.
Crucially, this is not a new campaign type — it’s a setting within existing Search campaigns. That means African businesses can turn on AI Max and begin experimenting right away, without needing to start from scratch.
“We know many African entrepreneurs wear multiple hats. They’re managing stock, serving customers, and handling finances — often all at once,” said Burdick. “AI Max is about making their advertising work harder for them, not adding to their workload.”
This announcement also builds on Google’s broader efforts to support small and medium-sized businesses in Africa. Through training programs like the Hustle Academy and its ongoing digital skills initiatives, Google has helped millions of African entrepreneurs build the skills they need to succeed in a digital-first world.
With the launch of AI Max for Search Campaigns, those businesses now have an additional tool — one that not only understands their goals but helps them get there faster.
AI Max will begin rolling out in open beta globally — including in Africa — later this month.
