Google has unveiled a new search tool, AI Max, giving organizations the ability to leverage AI to “take your Search campaigns to the next level.”

Google has been working to better integrate AI in its search business, but the company’s latest service should make it easier than ever for organizations to manage their search campaigns.

Brian Burdick, Google Ads Senior Director of Product Management, revealed the news in a blog post.

Rolling out to all advertisers globally in beta starting later this month, this suite of targeting and creative enhancements brings the best of Google AI to your Search campaigns. You can power up your performance by expanding your reach into new queries that you weren’t accessing before — all while getting the granular controls and reporting transparency you need. The data already shows that advertisers that activate AI Max in Search campaigns will typically see 14% more conversions or conversion value at a similar CPA/ROAS. For campaigns that are still mostly using exact and phrase keywords, the typical uplift is even higher at 27%.

Burdick says AI Max will help help organizations reach new customers.

With search term matching, you can expand upon your existing keywords using broad match and keywordless technology to find more relevant and high-performing search queries — queries and conversions that you’d otherwise miss. Google AI will learn from your current keywords, creative assets and URLs to help you show up on more relevant searches. The way your keywords and keywordless matches are prioritized in serving works the same as it does today in Search and Performance Max campaigns.

AI Max will also help companies deliver more relevant ads and content to their users.

Under the “asset optimization” panel in AI Max for Search campaigns, text customization — formerly known as “automatically created assets” — helps you easily generate new text assets, like headlines and descriptions, based on your landing page, ads and keywords. And, our ability to generate assets that feature clear calls-to-action and unique selling points has improved. Pair this with final URL expansion to send users to the most relevant pages on your website.

To maximize results, combine all the features in AI Max together to precisely capture new intent and show users relevant content that aligns with their interests. For example, imagine you own an apparel brand and want to promote a new summer line. If someone searches for “colorful midi dresses for spring and summer”, your campaign with only exact match keywords like “red midi dress” would’ve missed them. And even if you had it as a broad match keyword, AI Max can ensure your ad stays relevant by intelligently adapting your ad content to match the query.

AI Max should give users significantly better control over their search campaigns, leveraging AI to deliver useful and actionable insights.