Google Ads in AI Mode: How to Use New Features

How to Use AI Mode Features (Step-by-Step Playbook for Results)

Step 1–2: Activate AI Max + Build Campaigns with the Conversational Experience

If you want to use Google Ads AI Mode effectively, start with the two features that change everything for Search: AI Max and the Gemini-powered conversational campaign builder.

Step 1: Enable AI Max for Search
AI Max is the central setting that enables Google to transition from strict keyword matching to intent-led expansion for conversational queries.

How to activate:
Go to Campaign Settings → select a Search campaign → toggle ON “AI Max.”

What it does (and why it matters):

• Search Term Matching: Automatically discovers high-value queries beyond your manual keywords. This is huge for long, conversational searches.

• Asset Optimization: Generates and adapts ad copy, and selects the most relevant landing page based on real-time user intent.

This is the fastest way to start using AI in Google Ads without rebuilding your account from scratch. It also pairs naturally with Google Ads automation tools like Smart Bidding.

Step 2: Use the Conversational Experience to build campaigns
Instead of manual setup, you can create a campaign by entering your landing page URL. The AI summarizes your offer, then suggests keywords, headlines, descriptions, and images (where relevant).

Then you refine it by chatting. Example prompts:

• “Make these headlines more professional.”

• “Focus on premium buyers.”

• “Add more urgency, but keep it trustworthy.”

This saves time, and it often creates a stronger structure than a rushed manual build—especially for teams scaling globally.

Step 3–4: Win AI Placements + Unlock Zero-Click Sales with AI Mode Checkout

Now let’s talk about where the biggest opportunity is in 2026: AI placements and native checkout.

Step 3: Optimize for AI placements (AI Overviews)
To increase eligibility, rely less on a strict exact match. In AI Mode, the system needs flexibility, because it’s matching intent and context—not just keywords.

A reliable setup is:

• Broad Match keywords

• Smart Bidding (like Target ROAS or Max Conversions)

This combination helps Google discover more valuable queries and compete in more placements. Also, Performance Max matters here: PMax campaigns are automatically eligible for AI Overview-style placements because the system can match your products/services to the context in the summary.

Step 4: Enable AI Mode Checkout (Zero-click sales)
This is one of the most disruptive new features: users can purchase directly from an ad—without visiting your website.

Setup steps:

• Enable the Universal Commerce Protocol in account settings

• Connect your Merchant Center Next feed

• Link a payment processor (like Stripe)

• Create a campaign with a Sales goal → toggle Enable Native Checkout

For e-commerce brands, this can reduce drop-offs and speed up conversions. The key is to make sure your product feed is clean, and your tracking is solid because you’re measuring conversions in a newer flow.

Step 5 + Master Checklist: Creative, Data Foundation, and Monitoring

In AI-driven environments, creativity becomes the main lever. That’s why Google introduced tools like Asset Studio, where you can generate product scenes with text-to-image, remove backgrounds, and quickly produce variations without waiting on a full design cycle.

A best practice many advertisers ignore: don’t starve the AI. Give it enough options to learn. Aim for at least:

• 20 headlines

• 5 descriptions

This helps the system find the best combinations across different conversational intents, audiences, and placements.

Next, strengthen the AI’s decision-making with better data. Use Google Data Manager to unify first-party signals like CRM data and offline conversions. The more accurate your signals, the better your AI optimization becomes.

Finally, monitor smarter (not harder). Use Ads Advisor, Google’s in-platform AI assistant, and ask direct questions like:

• “Why did my CPA spike last week?”

• “What changed after I enabled AI Max?”

• “Which assets are driving the best ROAS?”

This is how you truly optimize Google Ads with AI: better inputs, stronger assets, cleaner data, and faster insight loops.