Google Ads rolls out AI Max & new generative tools globally
Google Ads has introduced new updates designed to address major challenges faced by marketers, including the global availability of AI Max for Search campaigns and the integration of generative AI tools into the Asset Studio platform.
AI Max expansion
AI Max, which was previously available in select markets, is now accessible to all advertisers globally. The tool is integrated across Google Ads, Google Ads Editor, Search Ads 360, and through the Google Ads API. AI Max aims to help advertisers extend their reach into new search queries while maintaining granular controls and transparent reporting on campaign performance.
According to data cited by Google, advertisers who enable AI Max in their Search campaigns typically see a 14% increase in conversions or conversion value, with cost per acquisition (CPA) or return on ad spend (ROAS) remaining at similar levels.
The company stated, "We've heard that you need more flexibility and creative control to make smarter optimization decisions for your campaigns. That's why we've rolled out new one-click experiments, built directly into your campaign flow to help you test AI Max with ease."
Alongside AI Max, Google is in the process of developing 'text guidelines', a feature that will help advertisers generate brand-safe creative text assets. Text guidelines will be introduced in both AI Max and Performance Max campaigns and are expected to become available to more advertisers later in the year.
Asset Studio enhancements
In addition to the expansion of AI Max, Google has also launched new generative AI tools within Asset Studio, the centralised hub for creative asset production in Google Ads. The platform now brings together all of Google's AI-powered creative tools, supporting the workflow for developing, reviewing, and sharing high-performing creatives.
Advertisers can leverage new features to transform standalone product images into lifestyle photography, update batches of up to 100 images at once, and produce dynamic video assets using simple inputs. The tools, powered by Google's Imagen 4 model, are designed to help marketers deliver consistent branded content.
According to Google, "You will be able to control the look and feel of your creatives with style references, and visualize your ads across all channels with shareable previews before they go live, just in time for the holiday season."
The Asset Studio upgrades include the ability to generate images with more intricate textures and finer details, as well as supporting both photo realistic and abstract styles. Google explained that these changes "bring remarkable improvements to image quality - from intricate textures and fine details to photo realistic and abstract styles."
Workflow and collaboration features
The new tools also address the need for faster collaboration and approval processes among marketing teams. Advertisers can now select image, video, or text assets in Asset Studio and generate unique, shareable links for teams to review and provide feedback. Improved ad preview functionality offers a variety of previews showing how advertisements will appear across multiple formats and channels.
Google outlined the practical applications, noting that, "When you're ready to create a campaign, you'll now see a more diverse set of previews showing how your ad appears across formats and channels, for any campaign type. You can also now create a sharable link for Ad Previews, making it simple for others to review. This allows you to get an even better sense of how your ad appears, eliminating the guesswork, so you can publish with confidence."
Automation and creative control
"In today's fast-paced marketing world, creating high-quality, on-brand creative assets can be a time-consuming challenge. As marketers increasingly turn to AI tools, a streamlined workflow is more important than ever. That's why we're building on our vision for Asset Studio - the one-stop-shop for bringing your creative ideas to life. Powered by Google AI, generative AI tools in Asset Studio will soon support your entire creative workflow for active accounts, helping you develop, review and share high-performing creative."
Advertisers are able to maintain branding by uploading style references, enabling Google AI to match the brand's desired look and feel in generated images. A feature highlighted by Google allows for instant transformation of existing product photos to new settings or adding new elements, supporting up to 100 images simultaneously. The latest updates also offer the ability to create dynamic video assets from a combination of images, logos, and text descriptions.
By consolidating creative production tools and campaign automation features, the changes introduced to Google Ads aim to streamline campaign management, improve asset quality, and grant advertisers greater creative and optimisation control across the platform.
