AI Max for Shopping is Google’s new optimisation suite for standard Shopping campaigns. It uses product-feed and website information to match more conversational searches, adapt product titles and select relevant landing pages or ad formats.
Google describes the feature as a beta and reports that advertisers activating it typically see 5% more conversions or conversion value at a similar CPA or ROAS. That is a directional Google benchmark, not a promise for every account.
For retailers in Dubai and the wider UAE, the real question is not whether to follow an automated recommendation. It is whether the feed, tracking, margins and website are strong enough for broader automation to make good decisions.
What does AI Max for Shopping do?
AI Max adds several capabilities to an existing Shopping campaign.
Text customisation
Google can adapt product titles and ad copy to better match a shopper’s query. This is intended to help products appear for complex or conversational searches that static feed titles may miss.
Final URL expansion
Final URL expansion can send a user to a relevant page beyond the product URL in the feed. This may include a category or other landing page that better answers the search intent.
Advertisers can use text customisation with or without final URL expansion. If final URL expansion is disabled, delivery can remain restricted to Shopping ads.
Optimal format selection
Google can choose between text and Shopping formats based on the query and predicted relevance. Standard Shopping therefore gains capabilities that previously felt closer to broader automated campaign types.
AI Max for Shopping versus Performance Max
AI Max does not turn a Shopping campaign into Performance Max.
Shopping with AI Max remains focused on Search and Shopping-related inventory while retaining standard Shopping product targeting and bidding flexibility. Performance Max is designed to work across Google’s full channel range, including YouTube, Display, Discover, Gmail and Maps where eligible.
Choose based on the campaign’s role. A retailer may use standard Shopping with AI Max for controlled Search-focused activity and Performance Max for cross-channel acquisition. Avoid duplicating product coverage without a clear structure.
For broader setup guidance, read WMI’s Performance Max campaign guide and Google Ads ecommerce guide.
Prepare before enabling AI Max
Audit the Merchant Center feed
Automation cannot compensate for inaccurate product data. Check:
- Product titles and descriptions
- GTINs, brands and product types
- Prices and availability
- Images
- Shipping and returns information
- Disapprovals and warnings
- Custom labels used for margin or priority
Use natural product language and important attributes, but do not stuff titles with repetitive keywords.
Validate purchase tracking
Confirm that purchases fire once, pass the correct order value and use the correct currency. For UAE retailers, check whether AED and other market currencies are being recorded consistently.
Enhanced conversions and consent settings should also be reviewed. Poor values will lead Target ROAS towards the wrong products and customers.
Review the website and URL exclusions
If final URL expansion is enabled, Google can select additional pages. Exclude unsuitable areas such as account pages, policies, editorial pages with no purchase path, unavailable products and internal search results.
Category pages should have useful copy, accurate stock and a clear path to purchase.
Calculate profit-aware targets
Revenue ROAS is not profit. Use product margin, shipping, returns, discounts and repeat purchase value to define an acceptable target. WMI’s ROAS benchmarks guide provides context, but your own economics should determine the final target.
How to test AI Max for Shopping
1. Choose a stable campaign
Start with a campaign that has reliable purchase volume, accurate values and enough budget. Avoid testing during a tracking migration or major sale unless the campaign specifically exists for that event.
2. Record a clean baseline
Capture at least several weeks of spend, conversions, conversion value, ROAS, product mix, search terms and new-customer performance.
3. Enable only the required features
Decide whether the first test will use text customisation alone or text customisation with final URL expansion. Changing fewer variables makes results easier to interpret.
4. Wait before making changes
Google recommends waiting at least two weeks after enabling AI Max before changing elements such as text guidelines. Longer evaluation may be required when conversion volume is low or purchase lag is long.
5. Use the new reports
Review:
- Product titles report
- Asset report
- Landing pages report
- Search terms report
Look for useful incremental queries, accurate generated titles and commercially suitable landing pages. Do not rely only on the campaign summary.
6. Measure profit and customer quality
Compare gross profit, new-customer contribution and return rates, not just attributed revenue. A modest ROAS reduction can still be worthwhile if the campaign finds profitable new demand.
Common mistakes
Enabling it on a poor feed
Incomplete attributes and generic titles give the system weak inputs.
Allowing every page through final URL expansion
Website breadth is not the same as landing-page suitability. Build exclusions first.
Testing while limited by budget
If the campaign cannot fund existing demand, broader matching may not provide a useful test. Review budget allocation before expansion.
Comparing it with Performance Max as if they are identical
The products have different channel coverage and strategic roles. Compare them against the job each campaign is supposed to perform.
Frequently asked questions
Is AI Max for Shopping generally available?
Google currently documents AI Max for Shopping as a beta, so availability may vary by account.
Can I disable final URL expansion?
Yes. Google states that final URL expansion can be turned off, allowing the campaign to remain restricted to Shopping ads while using eligible AI Max features.
Does AI Max change product targeting controls?
Google says standard Shopping product targeting controls and bidding flexibility remain available.
How long should I test AI Max for Shopping?
Wait at least two weeks before early configuration changes, then evaluate across enough conversion cycles to account for purchase lag and normal variation.
Prepare your Shopping campaigns
WMI can audit Merchant Center data, conversion values, campaign structure and landing pages before AI Max is enabled.
Request a free Google Ads audit or learn about WMI’s Google Ads management services in Dubai.
Editorial sources
- About AI Max for Shopping campaigns, Google Ads Help
- About reporting in AI Max for Shopping campaigns, Google Ads Help
- Upgrade your Shopping campaigns with AI Max, Google
