{"id":11719,"date":"2025-10-20T09:18:06","date_gmt":"2025-10-20T09:18:06","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=11719"},"modified":"2025-10-20T09:20:45","modified_gmt":"2025-10-20T09:20:45","slug":"marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/","title":{"rendered":"A marketer\u2019s guide to Google\u2019s Power Pack: AI Max, PMax, Demand Gen"},"content":{"rendered":"\n<pre class=\"wp-block-verse\">Google\u2019s \u201cAI Power Pack\u201d marks a <strong>fundamental shift away from a single-campaign mindset<\/strong> to a comprehensive, full-funnel advertising strategy. This framework coordinates three specialized AI campaigns: <strong>Demand Gen<\/strong> to build awareness, <strong>AI Max<\/strong> for Search to discover and capture new intent, and <strong>Performance Max<\/strong> to efficiently drive final conversions. However, simply activating these tools is not enough; their power comes from a deliberate, human-led strategy that sets distinct goals, KPIs, and protective guardrails for each. This guide breaks down how to manage this powerful trio in synergy, preventing budget waste and ensuring that higher risks truly lead to bigger rewards.<\/pre>\n\n\n\n<p>The playbook for Google Ads has fundamentally changed. For years, the strategy was a dead sprint toward a single goal: Performance Max.<\/p>\n\n\n\n<p><strong>Now, we\u2019re running a marathon.<\/strong><\/p>\n\n\n\n<p>Google\u2019s new \u201cAI Power Pack\u201d has transformed the race into a three-stage relay. <strong>Demand Gen<\/strong> starts the run, <strong>AI Max<\/strong> for Search maintains the momentum, and <strong>Performance Max<\/strong> drives it home. The old mentality of \u201call roads lead to PMax\u201d is no longer sufficient.<\/p>\n\n\n\n<p>So, what does this new tripartite structure mean for your ad performance, and what\u2019s the right way to manage it? Here\u2019s the breakdown:<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><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:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#what-is-googles-ai-power-pack\" >What is Google\u2019s AI Power Pack?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#demand-gen-the-architect-of-future-demand\" >Demand Gen: The architect of future demand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#ai-max-for-search-the-engine-for-expansion\" >AI Max for Search: The engine for expansion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#performance-max-the-conversion-powerhouse\" >Performance Max: The conversion powerhouse<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#how-the-trio-works-in-concert\" >How the trio works in concert<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#how-to-master-the-power-pack-%f0%9f%92%a1\" >How to master the Power Pack \ud83d\udca1<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#a-look-to-the-future\" >A look to the future<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#frequently-asked-questions\" >Frequently Asked Questions<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-what-is-google-s-ai-power-pack\"><span class=\"ez-toc-section\" id=\"what-is-googles-ai-power-pack\"><\/span>What is Google\u2019s AI Power Pack?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Let\u2019s rewind for a second.<\/p>\n\n\n\n<p>It all began with a trend our Head of Ecommerce Insights, Mike Ryan, dubbed \u201cPMaxification\u201d\u2014the period starting in 2022 when Google started aggressively consolidating campaigns like Smart Shopping and Local into the all-in-one \u201cblack box\u201d of Performance Max.<\/p>\n\n\n\n<p>Not everyone loved it.<\/p>\n\n\n\n<p>Fast forward to <em>Google Marketing Live 2025<\/em> and something interesting happened: Google didn\u2019t just double down \u2014 they changed the script.<\/p>\n\n\n\n<p>Enter: the <strong>Power Pack<\/strong>. A neat little bundle of three campaign types \u2014 AI Max for Search, Demand Gen, and PMax \u2014 designed to \u201ccover the entire customer journey\u201d (Google\u2019s words, not ours). All AI-powered, of course. Because what isn\u2019t, these days?<\/p>\n\n\n\n<p>Here\u2019s where things get spicy. While <strong>Demand Gen<\/strong> followed Google\u2019s classic playbook of \u201cupgrade-or-else\u201d (RIP Discovery Ads), they took a softer route with Search: introducing \u201c<strong>AI Max<\/strong>\u201d as a <em>feature<\/em>, not a forced migration. At least for now.<\/p>\n\n\n\n<p>That\u2019s right \u2014 instead of yanking the steering wheel away, they\u2019re letting advertisers <em>opt-in<\/em>. A far cry from the abrupt PMax rollout.<\/p>\n\n\n\n<p>And just like that, we find ourselves in a new era of Google Ads \u2014 where AI isn\u2019t just powering campaigns, it\u2019s trying to <em>orchestrate<\/em> them. In today&#8217;s landscape, we are experiencing a fundamental shift in how Google&#8217;s ad ecosystem works:<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1360\" height=\"443\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/Illustration_of_Google_AI_Power_Pack_campaigns-1.jpg\" alt=\"\" class=\"wp-image-11738\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/Illustration_of_Google_AI_Power_Pack_campaigns-1.jpg 1360w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/Illustration_of_Google_AI_Power_Pack_campaigns-1-300x98.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/Illustration_of_Google_AI_Power_Pack_campaigns-1-1024x334.jpg 1024w\" sizes=\"auto, (max-width: 1360px) 100vw, 1360px\" \/><figcaption class=\"wp-element-caption\">Illustration of Google&#8217;s Power Pack: A trio of campaign types meant to provide a cohesive, AI-powered performance marketing solution.<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-demand-gen-the-architect-of-future-demand\"><span class=\"ez-toc-section\" id=\"demand-gen-the-architect-of-future-demand\"><\/span>Demand Gen: The architect of future demand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As the successor to Discovery, Demand Gen is Google&#8217;s first truly dedicated <strong>tool for the mid-funnel<\/strong>. It\u2019s built for creating awareness, not for immediate conversion. It operates on visually-rich platforms like YouTube, Discover, and Gmail, where users are in a mindset of exploration and open to new brands.<\/p>\n\n\n\n<ul class=\"wp-block-list no-bullets\">\n<li>\u2728 <strong>The opportunity:<\/strong> This is your primary tool for generating future customers. It allows you to connect with audiences based on their interests and online behaviors before they even begin actively searching for a product like yours. With Demand Gen, you can deploy more creative, narrative-driven ads to build brand equity and <strong>cultivate the audience that PMax will later convert<\/strong>.<\/li>\n\n\n\n<li>\ud83d\udea7 <strong>The risk:<\/strong> The main danger with Demand Gen stems from a fundamental misunderstanding of its role. Advertisers fixated on hitting a daily ROAS target will likely view Demand Gen as an underperformer. This campaign is a long-term play. Its value is strategic, and its impact is often indirect, as we\u2019ll see.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"642\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/History_of_Google_Demand_Gen_network_placements__percent-of-campaign-impressions-per-network__datasource_smec_smarter_ecommerce-1024x642.jpg\" alt=\"\" class=\"wp-image-11739\" style=\"width:641px;height:auto\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/History_of_Google_Demand_Gen_network_placements__percent-of-campaign-impressions-per-network__datasource_smec_smarter_ecommerce-1024x642.jpg 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/History_of_Google_Demand_Gen_network_placements__percent-of-campaign-impressions-per-network__datasource_smec_smarter_ecommerce-300x188.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/History_of_Google_Demand_Gen_network_placements__percent-of-campaign-impressions-per-network__datasource_smec_smarter_ecommerce-110x70.jpg 110w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/History_of_Google_Demand_Gen_network_placements__percent-of-campaign-impressions-per-network__datasource_smec_smarter_ecommerce.jpg 1384w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Demand Gen campaigns: A share of impressions per network in 2024 and 2025.<br>Data source: smec<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ai-max-for-search-the-engine-for-expansion\"><span class=\"ez-toc-section\" id=\"ai-max-for-search-the-engine-for-expansion\"><\/span>AI Max for Search: The engine for expansion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>AI Max is not an entirely new campaign type; it&#8217;s an AI-driven layer that takes over your traditional Search campaigns. As we&#8217;ve covered before, AI Max operates beyond your manually selected keyword lists, <strong>targeting users based on the AI&#8217;s real-time interpretation of their broader intent<\/strong>. Essentially, it integrates PMax\u2019s expansion logic directly into your classic search framework.<\/p>\n\n\n\n<ul class=\"wp-block-list no-bullets\">\n<li>\u2728 <strong>The opportunity:<\/strong> For well-established accounts that have exhausted their growth potential with existing keyword strategies, AI Max provides a powerful new avenue for expansion. It can autonomously <strong>discover new, relevant query territories<\/strong> and capture long-tail search intent that you may not have known existed.<\/li>\n\n\n\n<li>\ud83d\udea7 <strong>The risk:<\/strong> This is a high-powered engine that currently lacks robust safety features. Its default setting is aggressive expansion. For example, in one account we monitored, a staggering 69% of all AI Max impressions were for the brand terms of our client&#8217;s largest competitor. We&#8217;ve also consistently observed its tendency to favor high volumes of lower-quality traffic from the Search Partner Network. To counteract these risks, we recommend:\n<ul class=\"wp-block-list\">\n<li>Building comprehensive negative keyword lists targeting competitor brand terms.<\/li>\n\n\n\n<li>Proactively excluding the Search Partner Network from campaigns.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"653\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/Early_data_of_AI_Max_campaigns_links_to_SPN__datasource_smec_smarter_ecommerce-1024x653.jpg\" alt=\"\" class=\"wp-image-11740\" style=\"width:645px;height:auto\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/Early_data_of_AI_Max_campaigns_links_to_SPN__datasource_smec_smarter_ecommerce-1024x653.jpg 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/Early_data_of_AI_Max_campaigns_links_to_SPN__datasource_smec_smarter_ecommerce-300x191.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/Early_data_of_AI_Max_campaigns_links_to_SPN__datasource_smec_smarter_ecommerce-110x70.jpg 110w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/Early_data_of_AI_Max_campaigns_links_to_SPN__datasource_smec_smarter_ecommerce.jpg 1182w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">AI Max campaigns: Impressions by network and search term match type.<br>Data source: smec<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-performance-max-the-conversion-powerhouse\"><span class=\"ez-toc-section\" id=\"performance-max-the-conversion-powerhouse\"><\/span><strong>Performance Max: The conversion powerhouse<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>PMax is still the anchor of this strategy, but its function is now more sharply defined as the dedicated <strong>bottom-funnel conversion engine<\/strong>. It leverages your creative assets and product feed to find users ready to convert across Google\u2019s entire inventory\u2014Search, Shopping, YouTube, Display, and more\u2014with a singular mission: to maximize performance through sales or leads.<\/p>\n\n\n\n<ul class=\"wp-block-list no-bullets\">\n<li>\u2728 <strong>The opportunity:<\/strong> PMax is exceptionally efficient at capturing existing demand. If you have solid brand recognition and a consistent flow of high-intent traffic, it excels at <strong>identifying the most cost-effective path to a conversion<\/strong>. This dramatically simplifies the process of cross-channel media buying for direct-response objectives.<\/li>\n\n\n\n<li>\ud83d\udea7 <strong>The risk:<\/strong> Since PMax and Demand Gen both operate across many of the same channels, there&#8217;s a considerable risk that PMax will cannibalize the audience and impact of your Demand Gen campaigns. To ensure they work in harmony, you must return to their core purposes. This means defining distinct conversion goals and KPIs for each campaign:\n<ul class=\"wp-block-list\">\n<li>Optimize Demand Gen toward mid-funnel actions like \u2018add-to-cart\u2019 or newsletter subscriptions.<\/li>\n\n\n\n<li>Set PMax to focus exclusively on hard conversions like \u2018purchase\u2019 as its primary goal.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"551\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/PMax_vs_Demand_Gen_diagram_comparison_flow_by_smec-1024x551.jpg\" alt=\"\" class=\"wp-image-11741\" style=\"width:678px;height:auto\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/PMax_vs_Demand_Gen_diagram_comparison_flow_by_smec-1024x551.jpg 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/PMax_vs_Demand_Gen_diagram_comparison_flow_by_smec-300x161.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/PMax_vs_Demand_Gen_diagram_comparison_flow_by_smec.jpg 1500w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Understanding Demand Gen vs PMax.<br>Diagram: smec<\/figcaption><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-the-trio-works-in-concert\"><span class=\"ez-toc-section\" id=\"how-the-trio-works-in-concert\"><\/span><strong>How the trio works in concert<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Each campaign in Google\u2019s Power Pack has a distinct function, but its true potential is only unlocked when they operate as a single, integrated system.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Demand Gen initiates the play.<\/strong> It builds awareness and piques curiosity with engaging creative, making the first contact with audiences who aren&#8217;t yet in the market for your solution.<\/li>\n\n\n\n<li><strong>AI Max for Search captures that initial spark.<\/strong> It translates curiosity into active intent by expanding your reach into new, related search queries, bridging the gap between discovery and research.<\/li>\n\n\n\n<li><strong>Performance Max closes the deal.<\/strong> It takes this warmed-up audience and efficiently converts them into customers across Google\u2019s network.<\/li>\n<\/ol>\n\n\n\n<p>This process should function as a continuous loop, not a linear funnel. However, this synergy is not automatic. Without a coherent strategy, the very automation designed to create harmony can instead produce chaos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-to-master-the-power-pack\"><span class=\"ez-toc-section\" id=\"how-to-master-the-power-pack-%f0%9f%92%a1\"><\/span><strong>How to master the Power Pack<\/strong> \ud83d\udca1<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>While it\u2019s wise to remain skeptical, Google\u2019s pitch for the AI Power Pack is strategically sound. It addresses the fears of many marketers who were wary of the &#8220;all roads lead to PMax&#8221; future by segmenting the funnel into distinct campaigns with clear roles.<\/p>\n\n\n\n<p>But more options create more opportunities for error. This new environment demands a strategic framework rooted in data. Here\u2019s the approach our strategists are implementing:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Audit your funnel, not your accounts:<\/strong> Clearly define the role of each tool. Use Demand Gen to create awareness, PMax to drive conversions, and AI Max (with caution) to expand your reach. Ensure these roles are distinct and not competing for the same budget and goals.<\/li>\n\n\n\n<li><strong>Match KPIs to the job:<\/strong> Evaluate each campaign based on its strategic function. Abandon the one-size-fits-all ROAS target. If you cannot effectively measure the value of brand awareness, you shouldn&#8217;t be investing in awareness campaigns.<\/li>\n\n\n\n<li><strong>Establish guardrails from the start:<\/strong> These new AI tools are expansionary by design. The human strategist is the only one who can define the boundaries. We strongly advise using robust negative keyword lists, placement exclusions, and dedicated brand defense campaigns to keep the AI in check and protect your budget.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-a-look-to-the-future\"><span class=\"ez-toc-section\" id=\"a-look-to-the-future\"><\/span><strong>A look to the future<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>With the Power Pack, Google is making a bigger bet on AI, but it is not replacing the strategic PPC marketer who manages the system.<\/p>\n\n\n\n<p>Each campaign\u2014Demand Gen, AI Max, and PMax\u2014is responsible for its own leg of the race. But it&#8217;s your job as the strategist to set the pace, manage the handoffs, and ensure the entire system reaches the finish line effectively.<\/p>\n\n\n\n<p>Keep your eyes on the data, adjust your strategy, and maintain control. In this new marathon of Google Ads, it\u2019s not just speed that wins the race\u2014it\u2019s clarity, coordination, and strategy.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-frequently-asked-questions\"><span class=\"ez-toc-section\" id=\"frequently-asked-questions\"><\/span>Frequently Asked Questions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block headline2\"><div class=\"schema-faq-section\" id=\"faq-question-1760950668643\"><strong class=\"schema-faq-question\"><em>I don&#8217;t like AI Max serving on Search Partners, but my ROAS has significantly improved. So why should I be worried?<\/em><\/strong> <p class=\"schema-faq-answer\">While AI Max might be giving you a better ROAS via Search Partner placements, this <strong>short-term gain<\/strong> could lead to <strong>bigger problems<\/strong> down the road.<br\/><br\/><strong>On one hand<\/strong>, Search Partner Network (SPN) traffic<strong> is often harmless<\/strong> because the <strong>intent is so low<\/strong> that it often fails to generate clicks (and therefore <strong>costs<\/strong>).\u00a0<br\/><br\/><strong>On the other hand, <\/strong>when it <em>does<\/em> spend, we&#8217;ve typically seen <strong>ROAS about 37% lower<\/strong>. Likely due to AI Max&#8217;s tendency<strong> to go after brand terms<\/strong> the algorithm deems profitable.<br\/><br\/>When that happens, you are <strong>forced to bid higher<\/strong> to maintain visibility and potentially<strong> drive up everyone&#8217;s costs<\/strong>.<br\/><br\/>To mitigate the risks, we highly suggest <strong>using negative keyword lists<\/strong> for competitor terms and <strong>be more proactive<\/strong> with SPN exclusions if it doesn&#8217;t align with your goals.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1760950753997\"><strong class=\"schema-faq-question\"><em>We\u2019ve run Demand Gen multiple times and it never meets our ROAS goals. How can we track its success if not via conversions?<\/em><\/strong> <p class=\"schema-faq-answer\">There is a very, <strong>VERY\u00a0 fundamental misunderstanding<\/strong> of what Demand Gen is designed to do.\u00a0Demand Gen is <strong>NOT a direct conversion tool.<\/strong><br\/><br\/>Demand Gen is a <strong>mid-funnel<\/strong> campaign type, first and foremost. It&#8217;s designed to <strong>build awareness<\/strong> and get people to <strong>discover your brand<\/strong> who haven\u2019t heard of you yet.<br\/><br\/>Setting a tight ROAS target risks <strong>making the campaign too competitive<\/strong> with the prospecting (and potentially even the remarketing) inside of Performance Max.<br\/><br\/>Instead, we <strong>recommend using Max Conversions <\/strong>with a soft conversion target, like an add-to-cart or a newsletter sign-up, or Max Clicks.<br\/><br\/>This allows Demand Gen to do its job of filling the top of your funnel<strong> without interfering<\/strong> with your high-value campaigns.<br\/><br\/>Additionally,\u00a0Google now offers <strong>brand lift<\/strong> and <strong>search lift<\/strong> studies, as well as a new conversion type called <a href=\"https:\/\/searchengineland.com\/google-ads-branded-searches-conversion-metric-459382\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>branded searches<\/strong><\/a> to measure Demand Gen&#8217;s <em>less direct <\/em>effects.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1760950880646\"><strong class=\"schema-faq-question\"><em>With Google aggressively pushing its AI Power Pack, is there any reason left to still run legacy campaigns, like Dynamic Search Ads?\u201d<\/em><\/strong> <p class=\"schema-faq-answer\"><strong>Legacy campaigns are not dead!\u00a0<\/strong>They are still incredibly powerful tools that serve specific strategies.<br\/><br\/>This misconception that old-school campaign types are <strong>somehow obsolete <\/strong>stems from Google&#8217;s previous strategy to <strong>push everything into PMax.\u00a0<\/strong><br\/><br\/>This has changed! We&#8217;ve seen <strong>sales pitches from Google reps <\/strong>themselves for &#8220;hybrid PMax and Shopping&#8221; setups.<br\/><br\/>Until a year ago, we too\u00a0drank the \u201call roads lead to PMax\u201d Kool-Aid.\u00a0In reality,\u00a0 the Power Pack is more of a \u201c<strong>PMax leads to all sorts of intersections\u201d<\/strong>-strategy.\u00a0<br\/><br\/>In other words: You should absolutely feel\u00a0<strong>emboldened to experiment<\/strong> with classic campaign types <strong>in conjunction<\/strong> with Google\u2019s new, powerful AI tech.<img loading=\"lazy\" decoding=\"async\" width=\"1127\" height=\"691\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/accounts_by_campaign_strategy__smec_data.jpg\" class=\"attachment-full size-full\" alt=\"PMax only vs Hybrid vs Standard Shopping only campaigns\" style=\"max-width: 100%; height: auto;\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/accounts_by_campaign_strategy__smec_data.jpg 1127w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/accounts_by_campaign_strategy__smec_data-300x184.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/accounts_by_campaign_strategy__smec_data-1024x628.jpg 1024w\" sizes=\"auto, (max-width: 1127px) 100vw, 1127px\" \/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1760951153880\"><strong class=\"schema-faq-question\"><em>I&#8217;ve seen negative keywords ignored by AI Max. Did you spot anything like this?<\/em><\/strong> <p class=\"schema-faq-answer\"><strong>This is not expected behavior!\u00a0<\/strong><br\/><br\/>According to <a href=\"https:\/\/support.google.com\/google-ads\/answer\/15913066?hl=en#:~:text=Does%20AI%20Max%20honor,AI%20Max%20turned%20on\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Google&#8217;s own support documentation<\/strong><\/a>, AI Max is supposed to honor your negative keywords.<br\/><br\/>So if this happened to you, this<em> leakage <\/em>is likely a bug in the early stages of the technology and will <strong>hopefully be fixed<\/strong> in future updates.<br\/><br\/><strong>However:<\/strong> If you see this happening, you should verify the problem, and<strong> bring it to your Google representative<\/strong> immediately!<\/p> <\/div> <\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>For a more in-depth strategic breakdown of Google&#8217;s new AI campaign technology, watch our <a href=\"https:\/\/smarter-ecommerce.com\/en\/talks-and-webinars\/webinar-google-s-new-ai-campaign-trio\/\">full webinar with Mike Ryan<\/a>, now streaming on YouTube:<\/p>\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"lyte-wrapper\" style=\"width:853px;max-width:100%;margin:5px;\"><div class=\"lyMe hidef\" id=\"WYL_VNyt3NQo38Y\"><div id=\"lyte_VNyt3NQo38Y\" data-src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=%2F%2Fi.ytimg.com%2Fvi%2FVNyt3NQo38Y%2Fmaxresdefault.jpg\" class=\"pL\"><div class=\"tC\"><div class=\"tT\"><\/div><\/div><div class=\"play\"><\/div><div class=\"ctrl\"><div class=\"Lctrl\"><\/div><div class=\"Rctrl\"><\/div><\/div><\/div><noscript><a href=\"https:\/\/youtu.be\/VNyt3NQo38Y\" rel=\"nofollow\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FVNyt3NQo38Y%2F0.jpg\" alt=\"YouTube video thumbnail\" width=\"853\" height=\"460\" \/><br \/>Watch this video on YouTube<\/a><\/noscript><\/div><\/div><div class=\"lL\" style=\"max-width:100%;width:853px;margin:5px;\"><\/div><figcaption><\/figcaption><\/figure>","protected":false},"excerpt":{"rendered":"<p>Google\u2019s \u201cAI Power Pack\u201d marks a fundamental shift away from a single-campaign mindset to a comprehensive, full-funnel advertising strategy. This framework coordinates three specialized AI campaigns: Demand Gen to build awareness, AI Max for Search to discover and capture new intent, and Performance Max to efficiently drive final conversions. However, &#8230;<\/p>\n","protected":false},"author":91,"featured_media":11735,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[479],"tags":[],"class_list":["post-11719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Your guide to Google\u2019s Power Pack: AI Max, PMax, Demand Gen<\/title>\n<meta name=\"description\" content=\"Explore the new Google Power Pack strategy for ads: navigate Demand Gen, AI Max for Search, and Performance Max effectively.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A marketer\u2019s guide to Google\u2019s Power Pack: AI Max, PMax, Demand Gen\" \/>\n<meta property=\"og:description\" content=\"Explore the new Google Power Pack strategy for ads: navigate Demand Gen, AI Max for Search, and Performance Max effectively.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/\" \/>\n<meta property=\"og:site_name\" content=\"smec Blog | Follow current Ecommerce News, Trends &amp; Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmarterEcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-20T09:18:06+00:00\" \/>\n<meta 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Ecommerce\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/smec-company-logo.png\",\"contentUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/smec-company-logo.png\",\"width\":500,\"height\":389,\"caption\":\"smec - Smarter Ecommerce\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/SmarterEcommerce\",\"https:\\\/\\\/x.com\\\/smec\",\"https:\\\/\\\/www.instagram.com\\\/smarterecommerce\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/smarter-ecommerce-gmbh\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCgEKAonH-2IoV2fIDyCJFMA\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/38eb8d206c5edd0853ed71b5dc268d43\",\"name\":\"Manuel Baudisch\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4bca8839717f85e6bb10faa54206a20a305754e3f4cb7552a624b49dfe36b046?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4bca8839717f85e6bb10faa54206a20a305754e3f4cb7552a624b49dfe36b046?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/4bca8839717f85e6bb10faa54206a20a305754e3f4cb7552a624b49dfe36b046?s=96&d=mm&r=g\",\"caption\":\"Manuel Baudisch\"},\"description\":\"If you\u2019re in ecommerce advertising, you\u2019ve probably come across Manuel Baudisch\u2014whether through his sharp insights in the \\\"Conversion Corner\\\" newsletter or his unfiltered takes in smec\u2019s YouTube series \\\"ROASted.\\\" [linebreak] At Smarter Ecommerce (smec), Manuel specializes in turning PPC chaos into strategic clarity. He\u2019s a master at demystifying Google Ads automation, optimizing Performance Max (PMax), and making AI work for, not against, advertisers. Whether tackling ROAS addiction, PMax black-box frustrations, or AI-driven campaign strategies, he delivers practical, no-nonsense insights that help ecommerce brands thrive in an era of rising ad costs and limited transparency. [linebreak] Through \\\"Conversion Corner,\\\" he brings weekly deep dives into ecommerce trends, Google Ads tactics, and cutting-edge digital marketing strategies\u2014helping retailers stay ahead of the curve. And if you prefer your insights with a side of entertainment, you\u2019ll find him as the main star of \\\"ROASted,\\\" where he breaks down PPC mistakes, roasts bad ad setups, and calls out what\u2019s working (and what\u2019s not) in digital advertising. [linebreak] Manuel is more than just a content creator\u2014he\u2019s a trusted expert in PPC, AI-driven ad strategies, and cross-channel optimization. Want to stay ahead in the ever-changing world of digital advertising? Subscribe to Conversion Corner, tune into ROASted, or connect with him on LinkedIn.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/manuel-baudisch\\\/\"],\"jobTitle\":\"PPC Storyteller & ROASted Host\",\"worksFor\":\"Smarter Ecommerce (smec)\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/author\\\/baudisch\\\/\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\\\/#faq-question-1760950668643\",\"position\":1,\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\\\/#faq-question-1760950668643\",\"name\":\"I don't like AI Max serving on Search Partners, but my ROAS has significantly improved. So why should I be worried?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"While AI Max might be giving you a better ROAS via Search Partner placements, this <strong>short-term gain<\\\/strong> could lead to <strong>bigger problems<\\\/strong> down the road.<br\\\/><br\\\/><strong>On one hand<\\\/strong>, Search Partner Network (SPN) traffic<strong> is often harmless<\\\/strong> because the <strong>intent is so low<\\\/strong> that it often fails to generate clicks (and therefore <strong>costs<\\\/strong>).\u00a0<br\\\/><br\\\/><strong>On the other hand, <\\\/strong>when it <em>does<\\\/em> spend, we've typically seen <strong>ROAS about 37% lower<\\\/strong>. Likely due to AI Max's tendency<strong> to go after brand terms<\\\/strong> the algorithm deems profitable.<br\\\/><br\\\/>When that happens, you are <strong>forced to bid higher<\\\/strong> to maintain visibility and potentially<strong> drive up everyone's costs<\\\/strong>.<br\\\/><br\\\/>To mitigate the risks, we highly suggest <strong>using negative keyword lists<\\\/strong> for competitor terms and <strong>be more proactive<\\\/strong> with SPN exclusions if it doesn't align with your goals.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\\\/#faq-question-1760950753997\",\"position\":2,\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\\\/#faq-question-1760950753997\",\"name\":\"We\u2019ve run Demand Gen multiple times and it never meets our ROAS goals. How can we track its success if not via conversions?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"There is a very, <strong>VERY\u00a0 fundamental misunderstanding<\\\/strong> of what Demand Gen is designed to do.\u00a0Demand Gen is <strong>NOT a direct conversion tool.<\\\/strong><br\\\/><br\\\/>Demand Gen is a <strong>mid-funnel<\\\/strong> campaign type, first and foremost. It's designed to <strong>build awareness<\\\/strong> and get people to <strong>discover your brand<\\\/strong> who haven\u2019t heard of you yet.<br\\\/><br\\\/>Setting a tight ROAS target risks <strong>making the campaign too competitive<\\\/strong> with the prospecting (and potentially even the remarketing) inside of Performance Max.<br\\\/><br\\\/>Instead, we <strong>recommend using Max Conversions <\\\/strong>with a soft conversion target, like an add-to-cart or a newsletter sign-up, or Max Clicks.<br\\\/><br\\\/>This allows Demand Gen to do its job of filling the top of your funnel<strong> without interfering<\\\/strong> with your high-value campaigns.<br\\\/><br\\\/>Additionally,\u00a0Google now offers <strong>brand lift<\\\/strong> and <strong>search lift<\\\/strong> studies, as well as a new conversion type called <a href=\\\"https:\\\/\\\/searchengineland.com\\\/google-ads-branded-searches-conversion-metric-459382\\\" target=\\\"_blank\\\" rel=\\\"noreferrer noopener\\\"><strong>branded searches<\\\/strong><\\\/a> to measure Demand Gen's <em>less direct <\\\/em>effects.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\\\/#faq-question-1760950880646\",\"position\":3,\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\\\/#faq-question-1760950880646\",\"name\":\"With Google aggressively pushing its AI Power Pack, is there any reason left to still run legacy campaigns, like Dynamic Search Ads?\u201d\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<strong>Legacy campaigns are not dead!\u00a0<\\\/strong>They are still incredibly powerful tools that serve specific strategies.<br\\\/><br\\\/>This misconception that old-school campaign types are <strong>somehow obsolete <\\\/strong>stems from Google's previous strategy to <strong>push everything into PMax.\u00a0<\\\/strong><br\\\/><br\\\/>This has changed! We've seen <strong>sales pitches from Google reps <\\\/strong>themselves for \\\"hybrid PMax and Shopping\\\" setups.<br\\\/><br\\\/>Until a year ago, we too\u00a0drank the \u201call roads lead to PMax\u201d Kool-Aid.\u00a0In reality,\u00a0 the Power Pack is more of a \u201c<strong>PMax leads to all sorts of intersections\u201d<\\\/strong>-strategy.\u00a0<br\\\/><br\\\/>In other words: You should absolutely feel\u00a0<strong>emboldened to experiment<\\\/strong> with classic campaign types <strong>in conjunction<\\\/strong> with Google\u2019s new, powerful AI tech.\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\\\/#faq-question-1760951153880\",\"position\":4,\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-ads\\\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\\\/#faq-question-1760951153880\",\"name\":\"I've seen negative keywords ignored by AI Max. Did you spot anything like this?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<strong>This is not expected behavior!\u00a0<\\\/strong><br\\\/><br\\\/>According to <a href=\\\"https:\\\/\\\/support.google.com\\\/google-ads\\\/answer\\\/15913066?hl=en#:~:text=Does%20AI%20Max%20honor,AI%20Max%20turned%20on\\\" target=\\\"_blank\\\" rel=\\\"noreferrer noopener\\\"><strong>Google's own support documentation<\\\/strong><\\\/a>, AI Max is supposed to honor your negative keywords.<br\\\/><br\\\/>So if this happened to you, this<em> leakage <\\\/em>is likely a bug in the early stages of the technology and will <strong>hopefully be fixed<\\\/strong> in future updates.<br\\\/><br\\\/><strong>However:<\\\/strong> If you see this happening, you should verify the problem, and<strong> bring it to your Google representative<\\\/strong> immediately!\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. 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Trends &amp; Insights","article_publisher":"https:\/\/www.facebook.com\/SmarterEcommerce","article_published_time":"2025-10-20T09:18:06+00:00","article_modified_time":"2025-10-20T09:20:45+00:00","og_image":[{"width":1500,"height":829,"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2025\/10\/Google_AI_Power_Pack_campaigns_guide.jpeg","type":"image\/jpeg"}],"author":"Manuel Baudisch","twitter_card":"summary_large_image","twitter_creator":"@smec","twitter_site":"@smec","twitter_misc":{"Written by":"Manuel Baudisch","Est. reading time":"10 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#article","isPartOf":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/"},"author":{"name":"Manuel 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Ecommerce"},"image":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SmarterEcommerce","https:\/\/x.com\/smec","https:\/\/www.instagram.com\/smarterecommerce\/","https:\/\/www.linkedin.com\/company\/smarter-ecommerce-gmbh","https:\/\/www.youtube.com\/channel\/UCgEKAonH-2IoV2fIDyCJFMA"]},{"@type":"Person","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#\/schema\/person\/38eb8d206c5edd0853ed71b5dc268d43","name":"Manuel Baudisch","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/4bca8839717f85e6bb10faa54206a20a305754e3f4cb7552a624b49dfe36b046?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/4bca8839717f85e6bb10faa54206a20a305754e3f4cb7552a624b49dfe36b046?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/4bca8839717f85e6bb10faa54206a20a305754e3f4cb7552a624b49dfe36b046?s=96&d=mm&r=g","caption":"Manuel Baudisch"},"description":"If you\u2019re in ecommerce advertising, you\u2019ve probably come across Manuel Baudisch\u2014whether through his sharp insights in the \"Conversion Corner\" newsletter or his unfiltered takes in smec\u2019s YouTube series \"ROASted.\" [linebreak] At Smarter Ecommerce (smec), Manuel specializes in turning PPC chaos into strategic clarity. He\u2019s a master at demystifying Google Ads automation, optimizing Performance Max (PMax), and making AI work for, not against, advertisers. Whether tackling ROAS addiction, PMax black-box frustrations, or AI-driven campaign strategies, he delivers practical, no-nonsense insights that help ecommerce brands thrive in an era of rising ad costs and limited transparency. [linebreak] Through \"Conversion Corner,\" he brings weekly deep dives into ecommerce trends, Google Ads tactics, and cutting-edge digital marketing strategies\u2014helping retailers stay ahead of the curve. And if you prefer your insights with a side of entertainment, you\u2019ll find him as the main star of \"ROASted,\" where he breaks down PPC mistakes, roasts bad ad setups, and calls out what\u2019s working (and what\u2019s not) in digital advertising. [linebreak] Manuel is more than just a content creator\u2014he\u2019s a trusted expert in PPC, AI-driven ad strategies, and cross-channel optimization. Want to stay ahead in the ever-changing world of digital advertising? Subscribe to Conversion Corner, tune into ROASted, or connect with him on LinkedIn.","sameAs":["https:\/\/www.linkedin.com\/in\/manuel-baudisch\/"],"jobTitle":"PPC Storyteller & ROASted Host","worksFor":"Smarter Ecommerce (smec)","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/author\/baudisch\/"},{"@type":"Question","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#faq-question-1760950668643","position":1,"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#faq-question-1760950668643","name":"I don't like AI Max serving on Search Partners, but my ROAS has significantly improved. So why should I be worried?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"While AI Max might be giving you a better ROAS via Search Partner placements, this <strong>short-term gain<\/strong> could lead to <strong>bigger problems<\/strong> down the road.<br\/><br\/><strong>On one hand<\/strong>, Search Partner Network (SPN) traffic<strong> is often harmless<\/strong> because the <strong>intent is so low<\/strong> that it often fails to generate clicks (and therefore <strong>costs<\/strong>).\u00a0<br\/><br\/><strong>On the other hand, <\/strong>when it <em>does<\/em> spend, we've typically seen <strong>ROAS about 37% lower<\/strong>. Likely due to AI Max's tendency<strong> to go after brand terms<\/strong> the algorithm deems profitable.<br\/><br\/>When that happens, you are <strong>forced to bid higher<\/strong> to maintain visibility and potentially<strong> drive up everyone's costs<\/strong>.<br\/><br\/>To mitigate the risks, we highly suggest <strong>using negative keyword lists<\/strong> for competitor terms and <strong>be more proactive<\/strong> with SPN exclusions if it doesn't align with your goals.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#faq-question-1760950753997","position":2,"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#faq-question-1760950753997","name":"We\u2019ve run Demand Gen multiple times and it never meets our ROAS goals. How can we track its success if not via conversions?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"There is a very, <strong>VERY\u00a0 fundamental misunderstanding<\/strong> of what Demand Gen is designed to do.\u00a0Demand Gen is <strong>NOT a direct conversion tool.<\/strong><br\/><br\/>Demand Gen is a <strong>mid-funnel<\/strong> campaign type, first and foremost. It's designed to <strong>build awareness<\/strong> and get people to <strong>discover your brand<\/strong> who haven\u2019t heard of you yet.<br\/><br\/>Setting a tight ROAS target risks <strong>making the campaign too competitive<\/strong> with the prospecting (and potentially even the remarketing) inside of Performance Max.<br\/><br\/>Instead, we <strong>recommend using Max Conversions <\/strong>with a soft conversion target, like an add-to-cart or a newsletter sign-up, or Max Clicks.<br\/><br\/>This allows Demand Gen to do its job of filling the top of your funnel<strong> without interfering<\/strong> with your high-value campaigns.<br\/><br\/>Additionally,\u00a0Google now offers <strong>brand lift<\/strong> and <strong>search lift<\/strong> studies, as well as a new conversion type called <a href=\"https:\/\/searchengineland.com\/google-ads-branded-searches-conversion-metric-459382\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>branded searches<\/strong><\/a> to measure Demand Gen's <em>less direct <\/em>effects.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#faq-question-1760950880646","position":3,"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#faq-question-1760950880646","name":"With Google aggressively pushing its AI Power Pack, is there any reason left to still run legacy campaigns, like Dynamic Search Ads?\u201d","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"<strong>Legacy campaigns are not dead!\u00a0<\/strong>They are still incredibly powerful tools that serve specific strategies.<br\/><br\/>This misconception that old-school campaign types are <strong>somehow obsolete <\/strong>stems from Google's previous strategy to <strong>push everything into PMax.\u00a0<\/strong><br\/><br\/>This has changed! We've seen <strong>sales pitches from Google reps <\/strong>themselves for \"hybrid PMax and Shopping\" setups.<br\/><br\/>Until a year ago, we too\u00a0drank the \u201call roads lead to PMax\u201d Kool-Aid.\u00a0In reality,\u00a0 the Power Pack is more of a \u201c<strong>PMax leads to all sorts of intersections\u201d<\/strong>-strategy.\u00a0<br\/><br\/>In other words: You should absolutely feel\u00a0<strong>emboldened to experiment<\/strong> with classic campaign types <strong>in conjunction<\/strong> with Google\u2019s new, powerful AI tech.","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#faq-question-1760951153880","position":4,"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-ads\/marketers-guide-to-googles-power-pack-ai-max-pmax-demand-gen\/#faq-question-1760951153880","name":"I've seen negative keywords ignored by AI Max. Did you spot anything like this?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"<strong>This is not expected behavior!\u00a0<\/strong><br\/><br\/>According to <a href=\"https:\/\/support.google.com\/google-ads\/answer\/15913066?hl=en#:~:text=Does%20AI%20Max%20honor,AI%20Max%20turned%20on\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Google's own support documentation<\/strong><\/a>, AI Max is supposed to honor your negative keywords.<br\/><br\/>So if this happened to you, this<em> leakage <\/em>is likely a bug in the early stages of the technology and will <strong>hopefully be fixed<\/strong> in future updates.<br\/><br\/><strong>However:<\/strong> If you see this happening, you should verify the problem, and<strong> bring it to your Google representative<\/strong> immediately!","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts\/11719","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/users\/91"}],"replies":[{"embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/comments?post=11719"}],"version-history":[{"count":22,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts\/11719\/revisions"}],"predecessor-version":[{"id":11754,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts\/11719\/revisions\/11754"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/media\/11735"}],"wp:attachment":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/media?parent=11719"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/categories?post=11719"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/tags?post=11719"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}