We rolled out AI Max for Search across campaigns for clients in multiple verticals, including eCommerce, online education, and nonprofit. In most cases, it captured 5–10% of Search spend, produced ~30% stronger ROAS than non‑AI Max traffic, and uncovered incremental volume. However, it also proved to “cherry-pick” volume from existing keywords, which masked some inefficient spend, emphasizing the need for strong conversion signals and constant guardrails.

For years, marketers have been talking about AI. At this year’s Think Leads event, it finally felt tangible and purposeful. Google pulled back the curtain to reveal how AI is reshaping everything from how consumers search to how advertisers define and predict value. The message was clear: AI isn’t coming; it’s here. And, those not yet embracing it are already behind.

Google’s newest AI-powered features promise more reach, more conversions, better efficiency… and sometimes even all at once. The pitch is alluring: hand over the keys and let the machine do the driving. But here’s the truth: AI doesn’t know your profit margins, your customer lifetime value, or the nuances of your brand. Without your direction, it’s just as happy driving you in circles as it is taking you to your destination.

With the launch of Google Merchant Center Next, businesses now have a simplified way to start advertising their products through Google Shopping. This new feature automatically extracts product data from a website to create a product feed, making it easier than ever for retailers to enter the world of Shopping Ads. But while this opens the door for many businesses, it also intensifies competition. To stand out in this crowded space, improving your Google Merchant Center feed