{"id":716629,"date":"2026-03-13T19:50:13","date_gmt":"2026-03-13T16:50:13","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/"},"modified":"2026-03-13T19:50:13","modified_gmt":"2026-03-13T16:50:13","slug":"beyond-keywords-mastering-ai-driven-campaigns","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/","title":{"rendered":"Beyond keywords: Mastering AI-driven campaigns"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a40c1e8d77f9\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a40c1e8d77f9\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#PPC_experts_explain_how_AI_Max_and_Performance_Max_reshape_search_when_automation_wins_and_where_human_strategy_still_drives_better_leads\" >PPC experts explain how AI Max and Performance Max reshape search, when automation wins, and where human strategy still drives better leads.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#AI_Max_for_Search_Best_practices_and_what_not_to_do\" >AI Max for Search: Best practices and what not to do<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#The_evolution_from_traditional_setup\" >The evolution from traditional setup<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Success_with_blog_content\" >Success with blog content<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Best_Practices_for_AI_Max_for_Search\" >Best Practices for AI Max for Search<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Your_action_plan\" >Your action plan<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Match_type_performance_What_the_data_shows\" >Match type performance: What the data shows<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Match_type_basics\" >Match type basics<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Performance_by_bidding_strategy\" >Performance by bidding strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#The_phrase_match_puzzle\" >The phrase match puzzle<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Brand_vs_non-brand_considerations\" >Brand vs. non-brand considerations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Ecommerce_exception\" >Ecommerce exception<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Performance_Max_for_lead_generation\" >Performance Max for lead generation<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#The_critical_success_factor\" >The critical success factor<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Available_controls_for_regulated_industries\" >Available controls for regulated industries<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Device_control_The_secret_weapon_for_B2B\" >Device control: The secret weapon for B2B<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Real_Performance_Max_results_for_B2B_SaaS\" >Real Performance Max results for B2B SaaS<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#AI_Max_for_Search_in_lead_generation\" >AI Max for Search in lead generation<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Early_results_Higher_ed_financial_services\" >Early results: Higher ed financial services<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Down-funnel_performance\" >Down-funnel performance<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/buradabiliyorum.com\/en\/beyond-keywords-mastering-ai-driven-campaigns\/#Win_with_AI_without_losing_control\" >Win with AI without losing control<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"PPC_experts_explain_how_AI_Max_and_Performance_Max_reshape_search_when_automation_wins_and_where_human_strategy_still_drives_better_leads\"><\/span>PPC experts explain how AI Max and Performance Max reshape search, when automation wins, and where human strategy still drives better leads.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"rll-youtube-player\" data-src=\"https:\/\/www.youtube.com\/embed\/a0dPWhBS3B0\" data-id=\"a0dPWhBS3B0\" data-query=\"feature=oembed\" data-alt=\"Are Keywords Dead? How to Win with PMax &amp; AI Max Campaigns\"><\/div>\n<p><noscript><iframe loading=\"lazy\" title=\"Are Keywords Dead? How to Win with PMax &amp; AI Max Campaigns\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/a0dPWhBS3B0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/noscript>\n<\/div>\n<\/figure>\n<p>The days of building campaigns around long lists of keywords are fading. Today, AI-powered Google campaigns and features like Performance Max (PMax) and AI Max are changing the rules.<\/p>\n<p>These keywordless campaigns lean on automation, audience signals, and machine learning to find new opportunities, often faster and at greater scale than humans can.<\/p>\n<p>At SMX Next, three PPC pros \u2014 Nikki Kuhlman, VP of search at Jumpfly; Brad Geddes, founder of Adalysis; and Christine Zirnheld, director of lead gen at Cypress North \u2014 explained where PMax and AI Max fit into your broader campaign strategy, where humans still make the difference, and how to strike the right balance between automation and control.<\/p>\n<h2 id=\"ai-max-for-search-best-practices-and-what-not-to-do\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AI_Max_for_Search_Best_practices_and_what_not_to_do\"><\/span>AI Max for Search: Best practices and what not to do<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI Max for Search is not a new campaign type. It\u2019s a one-click opt-in setting within existing Search campaigns.<\/p>\n<p>Without requiring you to switch to broad match, it expands your keywords \u2014 similar to broad match or Dynamic Search Ads \u2014 using your landing pages and other site assets. It then personalizes the ad copy and landing page the searcher sees.<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1416\" height=\"764\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.15.44\" class=\"wp-image-465961\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.15.44.png.webp 1416w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.15.44-768x414.png.webp 768w\" data-lazy-sizes=\"(max-width: 1416px) 100vw, 1416px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.15.44.png.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1416\" height=\"764\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.15.44.png.webp\" alt=\"Screenshot 2025 12 10 At 00.15.44\" class=\"wp-image-465961\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.15.44.png.webp 1416w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.15.44-768x414.png.webp 768w\" sizes=\"(max-width: 1416px) 100vw, 1416px\"><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-the-evolution-from-traditional-setup\"><span class=\"ez-toc-section\" id=\"The_evolution_from_traditional_setup\"><\/span>The evolution from traditional setup<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In the old setup, you might have used a keyword like \u201cskincare for dry sensitive skin\u201d that sent users to a moisturizer page with generic ad copy because you couldn\u2019t capture every variation. With Google\u2019s current matching, a specific ad group no longer guarantees that keyword will trigger that ad group.<\/p>\n<p>AI Max for Search addresses this by generating ad copy based on the search query, making it more relevant and directing users to a landing page that better matches their needs.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-success-with-blog-content\"><span class=\"ez-toc-section\" id=\"Success_with_blog_content\"><\/span>Success with blog content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One area where AI Max for Search is seeing success beyond the norm is blog content. While DSA campaigns traditionally excluded blogs, AI Max for Search can now serve blogs as landing pages\u2014and they\u2019re converting. The key is that these blogs guide readers to specific products, not just <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a> content.<\/p>\n<p>The generated headlines are compelling and longer than what traditional RSAs allow, creating a more engaging user experience.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1416\" height=\"796\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.20.40\" class=\"wp-image-465963\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.20.40.png.webp 1416w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.20.40-768x432.png.webp 768w\" data-lazy-sizes=\"(max-width: 1416px) 100vw, 1416px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.20.40.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1416\" height=\"796\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.20.40.png.webp\" alt=\"Screenshot 2025 12 10 At 00.20.40\" class=\"wp-image-465963\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.20.40.png.webp 1416w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.20.40-768x432.png.webp 768w\" sizes=\"auto, (max-width: 1416px) 100vw, 1416px\"><\/figure>\n<h2 id=\"best-practices-for-ai-max-for-search\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Best_Practices_for_AI_Max_for_Search\"><\/span>Best Practices for AI Max for Search<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>Do:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Use it on existing campaigns with history and data, not brand new campaigns<\/li>\n<li>Test it as a 50\/50 experiment instead of an outright change<\/li>\n<li>Use it on brand campaigns with brand inclusion capabilities<\/li>\n<li><a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">App<\/a>ly it to campaigns not hitting budget that could use more volume<\/li>\n<li>Review landing pages and utilize URL exclusions (individual or rule-based)<\/li>\n<li>Use landing page inclusions at the ad group level<\/li>\n<li>Review search queries regularly and add negative search terms<\/li>\n<li>Enable both text customization and final URL expansion for maximum value<\/li>\n<li>Turn off AI Max at the ad group level when specific ad groups drive poor traffic<\/li>\n<\/ul>\n<p><strong>Don\u2019t:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Use it on brand new campaigns without data<\/li>\n<li>Change all campaigns at once without testing<\/li>\n<li>Use it on brand campaigns without name recognition or brand inclusion ability<\/li>\n<li>Apply it to budget-constrained campaigns<\/li>\n<li>Turn off both URL expansion and text customization \u2014 if you\u2019re not using both features, stick with broad match and smart bidding<\/li>\n<li>Assume it works universally \u2014 test on individual campaigns<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1434\" height=\"788\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.21.20\" class=\"wp-image-465964\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.21.20.png.webp 1434w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.21.20-768x422.png.webp 768w\" data-lazy-sizes=\"(max-width: 1434px) 100vw, 1434px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.21.20.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1434\" height=\"788\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.21.20.png.webp\" alt=\"Screenshot 2025 12 10 At 00.21.20\" class=\"wp-image-465964\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.21.20.png.webp 1434w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.21.20-768x422.png.webp 768w\" sizes=\"auto, (max-width: 1434px) 100vw, 1434px\"><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-your-action-plan\"><span class=\"ez-toc-section\" id=\"Your_action_plan\"><\/span>Your action plan<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Week 1:<\/strong> Pick a search campaign to test (brand with brand inclusion, with budget capability, needing more volume). Review landing page URLs and add inclusions or exclusions.<\/p>\n<p><strong>Week 2:<\/strong> Review search queries and add negatives.<\/p>\n<p><strong>Week 3:<\/strong> Continue optimization and turn off AI Max at the ad group level as needed.<\/p>\n<p><strong>Experiment checklist:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Ensure enough volume for a 50\/50 experiment<\/li>\n<li>Give the experiment 6 weeks to 2 months<\/li>\n<li>Set up a custom experiment if you need to enable brand inclusion or update settings<\/li>\n<li>For one-click experiments, change confidence level to medium and turn off auto-apply<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1432\" height=\"808\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.22.27\" class=\"wp-image-465965\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.22.27.png.webp 1432w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.22.27-768x433.png.webp 768w\" data-lazy-sizes=\"(max-width: 1432px) 100vw, 1432px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.22.27.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1432\" height=\"808\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.22.27.png.webp\" alt=\"Screenshot 2025 12 10 At 00.22.27\" class=\"wp-image-465965\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.22.27.png.webp 1432w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.22.27-768x433.png.webp 768w\" sizes=\"auto, (max-width: 1432px) 100vw, 1432px\"><\/figure>\n<h2 id=\"match-type-performance-what-the-data-shows\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Match_type_performance_What_the_data_shows\"><\/span>Match type performance: What the data shows<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>A comprehensive study analyzing over 16,000 campaigns revealed surprising insights about match type performance across different bidding strategies.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1434\" height=\"754\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.23.21\" class=\"wp-image-465966\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.23.21.png.webp 1434w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.23.21-768x404.png.webp 768w\" data-lazy-sizes=\"(max-width: 1434px) 100vw, 1434px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.23.21.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1434\" height=\"754\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.23.21.png.webp\" alt=\"Screenshot 2025 12 10 At 00.23.21\" class=\"wp-image-465966\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.23.21.png.webp 1434w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.23.21-768x404.png.webp 768w\" sizes=\"auto, (max-width: 1434px) 100vw, 1434px\"><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-match-type-basics\"><span class=\"ez-toc-section\" id=\"Match_type_basics\"><\/span>Match type basics<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul class=\"wp-block-list\">\n<li><strong>Exact match:<\/strong> Should match only when the search term has the same intent as your keyword. Misspellings and word order haven\u2019t mattered for years \u2014 focus on user intent.<\/li>\n<li><strong>Phrase match:<\/strong> The search intent should match your keyword, but could have additional information around it, whether modifiers, phone numbers, or websites.<\/li>\n<li><strong>Broad match:<\/strong> Shows for anything related to the search intent. The key difference is that broad match uses additional signals that exact and phrase don\u2019t, such as content on the landing page, other keywords in the ad group, and, most powerfully, previous search history for that user.<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1418\" height=\"786\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.24.00\" class=\"wp-image-465967\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.24.00.png.webp 1418w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.24.00-768x426.png.webp 768w\" data-lazy-sizes=\"(max-width: 1418px) 100vw, 1418px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.24.00.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1418\" height=\"786\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.24.00.png.webp\" alt=\"Screenshot 2025 12 10 At 00.24.00\" class=\"wp-image-465967\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.24.00.png.webp 1418w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.24.00-768x426.png.webp 768w\" sizes=\"auto, (max-width: 1418px) 100vw, 1418px\"><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-performance-by-bidding-strategy\"><span class=\"ez-toc-section\" id=\"Performance_by_bidding_strategy\"><\/span>Performance by bidding strategy<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><strong>Max Conversion strategies (Max Conversions, Max Conversion Value):<\/strong><\/p>\n<p>Most campaigns using max bid strategies have under 30 conversions per month, giving machines limited data to work with. The findings:<\/p>\n<ul class=\"wp-block-list\">\n<li>Exact match has the best click-through rates and conversion rates<\/li>\n<li>Broad match had the worst conversion rates but the best return on ad spend<\/li>\n<li>Broad match also had lower CPA than phrase match<\/li>\n<li>Phrase match performed worst overall<\/li>\n<\/ul>\n<p>Recommendation: Start with exact match, then skip phrase match entirely and layer in broad match if you have more budget to spend.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1420\" height=\"794\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.26.15\" class=\"wp-image-465968\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.26.15.png.webp 1420w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.26.15-768x429.png.webp 768w\" data-lazy-sizes=\"(max-width: 1420px) 100vw, 1420px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.26.15.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1420\" height=\"794\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.26.15.png.webp\" alt=\"Screenshot 2025 12 10 At 00.26.15\" class=\"wp-image-465968\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.26.15.png.webp 1420w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.26.15-768x429.png.webp 768w\" sizes=\"auto, (max-width: 1420px) 100vw, 1420px\"><\/figure>\n<p><strong>Target Bid Strategies (Target CPA, Target ROAS):<\/strong><\/p>\n<p>Most campaigns using these strategies have over 30 conversions per month, with many at 50 or 100+, giving machines substantially more data. The findings:<\/p>\n<ul class=\"wp-block-list\">\n<li>Exact match is again the best match type<\/li>\n<li>Phrase match comes second<\/li>\n<li>Broad match is third<\/li>\n<li>Phrase match performs better with more data<\/li>\n<\/ul>\n<p>Recommendation: Start with exact match, layer in phrase match with more budget, then add broad match if additional budget is available.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-the-phrase-match-puzzle\"><span class=\"ez-toc-section\" id=\"The_phrase_match_puzzle\"><\/span>The phrase match puzzle<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Why does phrase match perform poorly with limited data but better with more data? <\/p>\n<p>Broad match uses additional signals, particularly previous search queries, to determine bids. When conversion data is limited (under 30 conversions monthly), broad match\u2019s ability to leverage previous search history makes it much stronger than phrase match.<\/p>\n<p>However, with sufficient data (50\u2013100+ conversions), Google can properly match phrase match keywords using machine-learning pattern matching.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-brand-vs-non-brand-considerations\"><span class=\"ez-toc-section\" id=\"Brand_vs_non-brand_considerations\"><\/span>Brand vs. non-brand considerations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>When you combine brand and non-brand data, exact match becomes even more powerful, delivering significantly higher click-through rates, higher conversion rates, lower CPAs, and much higher return on ad spend. That\u2019s why segmenting keywords by brand and non-brand is crucial when determining your match type strategy.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-ecommerce-exception\"><span class=\"ez-toc-section\" id=\"Ecommerce_exception\"><\/span>Ecommerce exception<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>For ecommerce companies, broad match (and sometimes phrase match) can produce higher average order values than exact match. When someone searches for a specific product, and you carry that exact item, conversion rates are high, but they\u2019re usually buying a single product with a lower checkout value.<\/p>\n<p>When shoppers haven\u2019t decided on a product, they tend to match broader keywords and build larger carts \u2014 resulting in lower conversion rates but higher order values.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1418\" height=\"778\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.28.01\" class=\"wp-image-465969\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.28.01.png.webp 1418w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.28.01-768x421.png.webp 768w\" data-lazy-sizes=\"(max-width: 1418px) 100vw, 1418px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.28.01.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1418\" height=\"778\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.28.01.png.webp\" alt=\"Screenshot 2025 12 10 At 00.28.01\" class=\"wp-image-465969\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.28.01.png.webp 1418w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.28.01-768x421.png.webp 768w\" sizes=\"auto, (max-width: 1418px) 100vw, 1418px\"><\/figure>\n<h2 id=\"performance-max-for-lead-generation\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Performance_Max_for_lead_generation\"><\/span>Performance Max for lead generation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There\u2019s a common misconception that Performance Max only works for ecommerce and is too difficult for lead generation. That couldn\u2019t be further from the truth.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-the-critical-success-factor\"><span class=\"ez-toc-section\" id=\"The_critical_success_factor\"><\/span>The critical success factor<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The biggest mistake you can make\u2014one you should avoid entirely\u2014is optimizing campaigns for form submissions alone. If you treat every form submission as your campaign goal, you\u2019ll end up with spammy submissions and frustrated sales teams.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1432\" height=\"768\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.30.13\" class=\"wp-image-465970\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.30.13.png.webp 1432w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.30.13-768x412.png.webp 768w\" data-lazy-sizes=\"(max-width: 1432px) 100vw, 1432px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.30.13.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1432\" height=\"768\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.30.13.png.webp\" alt=\"Screenshot 2025 12 10 At 00.30.13\" class=\"wp-image-465970\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.30.13.png.webp 1432w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.30.13-768x412.png.webp 768w\" sizes=\"auto, (max-width: 1432px) 100vw, 1432px\"><\/figure>\n<p>The solution: integrate your Google Ads account with your CRM and import bottom-of-funnel leads\u2014sales-qualified leads (SQLs), marketing-qualified leads (MQLs), opportunities, or even customers if the sales cycle is short. <\/p>\n<p>When you tell Google Ads what you actually want and set it as your campaign goal, Performance Max can cast a wide net while still bringing in qualified prospects.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-available-controls-for-regulated-industries\"><span class=\"ez-toc-section\" id=\"Available_controls_for_regulated_industries\"><\/span>Available controls for regulated industries<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Performance Max has significantly more controls now than at launch, making it viable for highly regulated industries:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Brand exclusions:<\/strong> Exclude all brand traffic from Performance Max campaigns<\/li>\n<li><strong>Campaign-level negative keywords:<\/strong> Exclude unwanted search terms directly<\/li>\n<li><strong>Search term reports:<\/strong> See what\u2019s triggering your ads and exclude accordingly<\/li>\n<li><strong>Channel reporting:<\/strong> View spending and performance across different networks<\/li>\n<li><strong>Page feeds:<\/strong> Control where you send traffic on your site<\/li>\n<li><strong>Final URL expansion toggle:<\/strong> Turn it off completely if needed<\/li>\n<li><strong>Text enhancement controls:<\/strong> Optional feature that can be disabled entirely<\/li>\n<li><strong>Text guidelines:<\/strong> Specify words to avoid (e.g., \u201cdiscount\u201d or \u201cdirectory\u201d)<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1438\" height=\"784\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.31.10\" class=\"wp-image-465971\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.31.10.png.webp 1438w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.31.10-768x419.png.webp 768w\" data-lazy-sizes=\"(max-width: 1438px) 100vw, 1438px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.31.10.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1438\" height=\"784\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.31.10.png.webp\" alt=\"Screenshot 2025 12 10 At 00.31.10\" class=\"wp-image-465971\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.31.10.png.webp 1438w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.31.10-768x419.png.webp 768w\" sizes=\"auto, (max-width: 1438px) 100vw, 1438px\"><\/figure>\n<h3 class=\"wp-block-heading\" id=\"h-device-control-the-secret-weapon-for-b2b\"><span class=\"ez-toc-section\" id=\"Device_control_The_secret_weapon_for_B2B\"><\/span>Device control: The secret weapon for B2B<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>One of the most underutilized levers for B2B and regulated industries is device control, introduced at the beginning of 2025. You can turn off any device from your Performance Max campaign.<\/p>\n<p>A B2B SaaS example demonstrates the impact: Before device segmentation in January, the account had 224 SQLs from desktop at an acceptable CPA, but 33 from mobile at $319 CPA (above goal). After creating separate mobile campaigns with more aggressive target CPAs, they achieved 190 desktop SQLs and 37 mobile SQLs in a shorter month, with mobile CPA dropping to $204 and overall Performance Max CPA declining from $238 to $204.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-real-performance-max-results-for-b2b-saas\"><span class=\"ez-toc-section\" id=\"Real_Performance_Max_results_for_B2B_SaaS\"><\/span>Real Performance Max results for B2B SaaS<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Despite lower conversion rates from Performance Max compared to search campaigns (due to broader reach), the results speak for themselves. In September 2025, one B2B SaaS account achieved:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Search Campaigns:<\/strong> 150 SQLs at $237 CPA<\/li>\n<li><strong>Performance Max:<\/strong> 204 SQLs at $220 CPA<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1430\" height=\"808\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.32.56\" class=\"wp-image-465973\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.32.56.png.webp 1430w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.32.56-768x434.png.webp 768w\" data-lazy-sizes=\"(max-width: 1430px) 100vw, 1430px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.32.56.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1430\" height=\"808\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.32.56.png.webp\" alt=\"Screenshot 2025 12 10 At 00.32.56\" class=\"wp-image-465973\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.32.56.png.webp 1430w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.32.56-768x434.png.webp 768w\" sizes=\"auto, (max-width: 1430px) 100vw, 1430px\"><\/figure>\n<p>Performance Max cast a wider net with cheaper CPCs, bringing in not just more leads but more sales-qualified leads at a lower cost.<\/p>\n<p><strong>How they did it:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Optimized for SQLs, not form submissions<\/li>\n<li>Set lower target CPAs in Performance Max than search (to control spend while casting wider net)<\/li>\n<li>Created separate campaigns for off-hours to control weekend spending<\/li>\n<li>Turned off final URL expansion and text enhancements (client preference)<\/li>\n<li>Implemented separate mobile and tablet campaigns with aggressive target CPAs<\/li>\n<\/ul>\n<h2 id=\"ai-max-for-search-in-lead-generation\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"AI_Max_for_Search_in_lead_generation\"><\/span>AI Max for Search in lead generation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI Max for Search brings the power of Performance Max to the search network, where bottom-of-funnel intent is strongest. This is especially valuable for lead generation accounts that spend on other networks in Performance Max but don\u2019t generate leads from them.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-early-results-higher-ed-financial-services\"><span class=\"ez-toc-section\" id=\"Early_results_Higher_ed_financial_services\"><\/span>Early results: Higher ed financial services<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A higher education financial client (loan products) showed promising early results:<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1428\" height=\"750\" src=\"data:image\/svg+xml,%3Csvg%20xmlns=\" http: alt=\"Screenshot 2025 12 10 At 00.34.01\" class=\"wp-image-465974\" data-lazy-srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.34.01.png.webp 1428w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.34.01-768x403.png.webp 768w\" data-lazy-sizes=\"(max-width: 1428px) 100vw, 1428px\" data-lazy-src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.34.01.png.webp\"><img loading=\"lazy\" decoding=\"async\" width=\"1428\" height=\"750\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.34.01.png.webp\" alt=\"Screenshot 2025 12 10 At 00.34.01\" class=\"wp-image-465974\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.34.01.png.webp 1428w,https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/12\/Screenshot-2025-12-10-at-00.34.01-768x403.png.webp 768w\" sizes=\"auto, (max-width: 1428px) 100vw, 1428px\"><\/figure>\n<p><strong>Approved applications (primary KPI):<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Standard Search: 86 approved applications at $660 CPA<\/li>\n<li>AI Max: 70 approved applications at $579 CPA<\/li>\n<\/ul>\n<p>AI Max brought in qualified leads cheaper despite the highly competitive keyword environment.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-down-funnel-performance\"><span class=\"ez-toc-section\" id=\"Down-funnel_performance\"><\/span>Down-funnel performance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Beyond the initial conversion action (soft credit check), AI Max showed superior performance throughout the funnel:<\/p>\n<ul class=\"wp-block-list\">\n<li>42% of AI Max form submissions resulted in soft pulls vs. 36% for standard search<\/li>\n<li>9.9% of AI Max form submissions resulted in bookings vs. 5.58% for standard search<\/li>\n<\/ul>\n<p>AI Max isn\u2019t just bringing more qualified prospects at the top\u2014lead quality remains higher throughout the entire funnel.<\/p>\n<p><strong>How they did it:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Optimized for approved applications, not form submissions<\/li>\n<li>Set lower target CPAs in AI Max than standard search<\/li>\n<li>Used high-performing bottom-of-funnel keywords with broad match types<\/li>\n<li>Kept final URL expansion and text enhancements disabled (still worked well without them)<\/li>\n<\/ul>\n<h2 id=\"win-with-ai-without-losing-control\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Win_with_AI_without_losing_control\"><\/span>Win with AI without losing control<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>PPC success requires embracing AI-driven campaigns while maintaining strategic human oversight. Whether you use AI Max for Search, Performance Max for lead generation, or adjust match types based on bidding methods and data volume, the key is understanding how these tools work and applying best practices aligned with your business goals.<\/p>\n<p>The data is clear: exact match remains powerful across scenarios, but phrase and broad match perform differently depending on bidding strategy and data volume. For lead generation, the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/game\/\" data-internallinksmanager029f6b8e52c=\"7\" title=\"Game\" target=\"_blank\" rel=\"noopener\">game<\/a> changer is optimizing for true bottom-of-funnel conversions rather than form submissions, combined with strategic device controls and proper campaign segmentation.<\/p>\n<p>The future of PPC depends on knowing when \u2014 and how \u2014 to apply automation and control for maximum impact.<\/p>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/beyond-keywords-mastering-ai-driven-campaigns-465960\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>PPC experts explain how AI Max and Performance Max reshape search, when automation wins, and where human strategy still drives better leads. The days of building campaigns around long lists of keywords are fading. Today, AI-powered Google campaigns and features like Performance Max (PMax) and AI Max are changing the rules. These keywordless campaigns lean&#8230;<\/p>\n","protected":false},"author":1,"featured_media":716630,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/09\/ChatGPT-Image-Google-Ads-AI-Max.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-716629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/716629","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=716629"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/716629\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/716630"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=716629"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=716629"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=716629"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}