Google uses AI to automate large parts of the online advertising process for businesses that use Google Ads — automatically setting bids, selecting audiences, generating ad copy, and distributing ads across Search, YouTube, Gmail, Maps, and Discover, all without requiring manual keyword management. AI Max for Search campaigns exited beta and began auto-upgrading legacy Dynamic Search Ads campaigns starting September 2026.

Performance Max, Google's flagship AI-automated campaign type, is used by over 1 million advertisers and uses Google AI across bidding, budget optimization, audiences, and creative assembly. Smart Bidding uses machine learning to set real-time bids per auction. AI Max for Search launched globally in beta in May 2025 and uses AI to match ads to user intent beyond explicit keyword lists, with text customization generated from landing page content. As of 2026, Dynamic Search Ads (DSA) campaigns are being automatically upgraded to AI Max, with Google announcing September 2026 as the completion deadline. L'Oréal reported a 2x conversion rate increase with 31% lower cost-per-conversion using AI Max.