Google AI Max & AI Mode (Episode 518)
June 22, 2026
AI Summary
5 min read"More than one in six AI mode searches are non-text." That single statistic from Google's own internal data captures why Chris Schaefer remains deeply skeptical that AI Max and AI Mode are ready for the advertisers who listen to his podcast. In this episode, Chris and Joey Bidner offer two sharply different takes on Google's latest AI-powered ad products. Joey has been stress-testing AI Max since Google announced it as the replacement for Dynamic Search Ads (DSA), and he has found that two new features—brand inclusions and URL inclusions—have transformed it from a disappointment into a genuinely useful tool. Chris, on the other hand, argues that AI Mode and AI Max are expansion tools, not optimization tools, and that for most small and mid-sized advertisers, they are more likely to be a drag than a lift. The episode is a rare inside look at how two experienced practitioners can look at the same product and reach opposite conclusions, each grounded in real data and real client work.
Joey's Case for AI Max: Brand Inclusions and URL Inclusions
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What you'll learn
- 1 (00:22) **Episode Intro & Sponsor** - Chris introduces the episode's two-sided look at AI Max and AI Mode, then reads an Optio sponsor segment.
- 2 (03:35) **Context: DSA Sunset & AI Max as Replacement** - Chris explains that Dynamic Search Ads (DSA) are being killed by Google and replaced by AI Max.
- 3 (04:47) **Joey's Initial AI Max Testing: Bad Results** - Joey describes his first tests with AI Max, which were disappointing compared to DSA.
- 4 (06:56) **Game-Changing New Features: Brand & URL Inclusions** - Google recently released brand inclusions/exclusions and URL inclusions for AI Max, which dramatically improved results.
- 5 (10:59) **Joey's AI Max Campaign Structure** - A simple, effective structure using ad groups per brand with brand and URL inclusions.
- 6 (12:59) **Steering AI Max Ad Copy: Text Guidelines** - How to use term exclusions and message restrictions to control AI-generated ad copy.
- 7 (14:22) **Testing AI Max: The Experiment Trap** - A critical warning about how to properly test AI Max using experiments.
+ Full timestamped outline available in the app
Guests on this episode
Show Notes
Chris Schaeffer and Joey Bidner discuss Google AI Mode and Google Ads AI Max in this week's episode of The Paid Search Podcast. AI is a growing aspect of the Google universe and advertisers have an opportunity to expand their marketing efforts in ways that were not possible just a few years before. But is it always the right choice for everyone? Let's talk about that!
Try Opteo for free for 28 days - https://opteo.com/psp
Chris Schaeffer - http://www.chrisschaeffer.com
Joey Bidner - https://joeybidner.com
Submit a Question - https://www.paidsearchpodcast.com
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