AI Max for Google Ads: What Early-Moving Eye Care Practices Need to Know

Google is testing a new feature inside its Search Ads system called AI Max—and while it's still in beta, it’s quietly laying the groundwork for how smarter, more automated ads will work in the near future.

AI Max was officially unveiled at Google Marketing Live (GML) in May 2025, Google's annual showcase of what's next in digital advertising. While most of the headlines focused on flashy AI chat interfaces and generative media, AI Max quietly stole the show for performance marketers. It's designed to help advertisers—especially service-based businesses—get more out of Search campaigns by combining Google's best automation tools in one streamlined setup.

Advertisers enabling AI Max in their Search campaigns have observed up to a 14% increase in conversions or conversion value, all while maintaining a similar cost per acquisition (CPA) or return on ad spend (ROAS).

While most clinics are still running Google Ads the traditional way, a small number of "early adopter" businesses will be tapping into Google's next generation of automation. This is your chance to be one of them.

Prepare for better visibility, more relevant traffic, and deeper insights—before the rest of the industry even knows what changed.

What Is AI Max?

AI Max is not a new campaign type. It’s a layer of opt-in features you can add to your existing Search campaigns. Think of it as a performance booster that combines advanced matching, creative automation, and smarter page targeting—all powered by Google’s AI.

Here’s what it includes:

1. Expanded Query Matching

Google uses AI to connect your ads with patient searches that reflect intent—even when the search doesn’t exactly match your keywords. This is built on technology like Dynamic Search Ads (DSA) and Broad Match, but now bundled and improved.

Example: Instead of needing a keyword like “children’s eye test near me,” AI Max might show your ad to someone searching “why does my 7-year-old squint at the board” if your services are relevant.

In short: more reach, without adding endless keywords.

2. AI-Generated Headlines and Descriptions

Using your landing page, existing ads, and your website content, Google can write additional ad headlines and descriptions to fit what the searcher is likely looking for.

That means:

• More relevant messaging

• Less manual copywriting

• And the ability to match more patient search styles—even ones you didn’t think to write for

3. Final URL Expansion

This feature lets Google send users to the most relevant page on your site—not just the one you listed in the ad.

Let’s say someone searches “Ortho-K for teens” and your homepage doesn’t mention that in detail. With Final URL Expansion, Google could take them straight to your Ortho-K service page, improving your chance of a booking.

You can also control which pages Google uses or excludes—so you’re not giving up control.

Early Access = Early Advantage

AI Max is still in beta, meaning you may not see it in your account yet. But early signals suggest that it will become the default within the next 12–18 months.

That gives forward-thinking practices a rare edge:

• You can prepare your campaigns now to work well with AI Max

• You can learn how the new ad structure behaves before competitors do

• And you can build up relevance signals and trust factors that help you get featured more often when the rollout expands

Why This Matters for Eye Care Clinics

In a world where patients search with "long tail prompts" instead of keywords, and Google’s AI decides which results to show, AI Max helps position your clinic in the right conversations.

Here’s what that looks like in practice:

✅ Smarter Search Matching
You reach high-intent patients who would’ve fallen outside your keyword net.

✅ Fresher, More Relevant Ads
AI crafts new headlines and descriptions tailored to the patient’s search.

✅ Stronger Landing Page Targeting
Google directs patients to the best-fit page for their needs—automatically.

✅ New Geo-Targeting Tools
Features like Ad Group-level location intent targeting help you attract patients across cities or regions, even if your ads don’t mention those locations.

✅ Better Visibility into What’s Working
Search term reports now show not just the query—but the ad copy and landing page it led to. That’s real insight.

What Should You Do Now?

Even if AI Max isn’t in your account yet, there are strategic moves you can make right now to prepare and benefit early:

1. Build out your service pages
   Make sure every key treatment (e.g., Dry Eye, Myopia Control, SMILE, LASIK, Scleral Lens Fitting) has its own high-quality, standalone page.

2. Improve ad relevance signals
   Update your website with clear headlines, structured content, and strong internal linking—so Google’s AI has better context to work with.

3. Strengthen your Google Ads setup
   If you're not already running Search Ads, now is the time to start. If you are, get your structure ready for AI Max by using broad match and clear, specific Ad Groups.

4. Start testing AI-powered ads
   You don’t need to wait for AI Max to test auto-generated assets. Try enabling Automatically Created Assets (ACA) in your Search campaigns to see how Google’s AI handles messaging.

Final Thoughts

AI Max is Google’s quiet step forward into AI-powered search advertising—and most clinics will only notice it once it’s already reshaped the landscape.

That doesn’t have to be you.

By acting now, you put yourself in position to get more visibility, attract more relevant patients, and spend less time tweaking your ads. This is automation working for you—not replacing you.

If you’re curious about how AI Max fits into your patient acquisition strategy, let’s chat.

AUTHOR BIO

Paul Sallaway is the founder, owner and web strategist behind Optics Digital Marketing. His agency specialises in assisting business growth for eye care practices through conversion optimised websites and data driven marketing. For a free consultation, visit: opticsdigital.net.