How Google and Microsoft AI Max Compare: Shared Features and Distinct Capabilities

Search Engine Land provides a detailed comparison of Google and Microsoft's AI Max features for search advertising. Both platforms share core functionality—search term matching to expand reach beyond static keywords, text customization to adapt ad copy at auction time, and final URL expansion to route users to the most relevant landing page. Key differences include how each platform structures testing (Google diverts traffic within campaigns; Microsoft uses cloned test versions) and brand control capacities (Google allows 10 brand lists with 5,000 brands per list; Microsoft allows 20 lists with 100 brands per list). The analysis emphasizes that AI Max works best when all three features are enabled together, though advertisers can test conservatively with individual toggles, particularly on Microsoft's platform, and notes that conversion-based bidding is essential for search term matching to succeed.