Google has announced 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.
The 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 as African businesses are navigating an increasingly digital economy. More people across the continent are turning to Search to make decisions — whether they’re looking for the nearest tailor in Yaba or comparing prices for solar panels in Nairobi — so 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.
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.
“People are asking more specific questions on Search, and they expect more helpful answers,” says 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 customisation, 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.