Google Says AI Max Not Designed To Target SPN Inventory More

09/02/25
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of AI Max’s Impact on Search Partner Network Ad Targeting

AI Max for Search campaigns are rumored to increase ad targeting on the Search Partner Network (SPN). However, Google’s Ads Liaison Ginny Marvin clarifies that AI Max is not designed to favor SPN more than other campaign types. Early data suggesting aggressive SPN expansion by AI Max is anecdotal and not supported at an aggregated level. Google remains open to reviewing specific cases to ensure campaign behavior aligns with expectations.

Optimixed’s Overview: Clarifying AI Max Campaign Behavior on Google’s Search Partner Network

Understanding AI Max and Its Effect on Ad Distribution

Recent discussions have surfaced regarding the behavior of AI Max for Search campaigns and their potential to disproportionately target the Search Partner Network (SPN). Data shared by industry expert Mike Ryan suggested that AI Max might be more expansionary on SPN compared to other campaign types, prompting concern among advertisers.

Google’s Official Response and Insights

  • Denial of Aggressive SPN Targeting: Ginny Marvin, Google’s Ads Liaison, responded by stating that AI Max is not designed to pursue SPN inventory more aggressively than broad match or other campaign types.
  • Lack of Aggregated Evidence: Google’s internal data does not show a systemic trend of AI Max campaigns favoring SPN at scale.
  • Open Investigation: Google welcomes detailed examples from advertisers to investigate specific campaign behaviors and address any anomalies.

What Advertisers Should Know

While anecdotal reports raise awareness, advertisers are advised to continue monitoring their campaign settings and performance metrics carefully. Following best practices, such as managing SPN targeting preferences, remains recommended to maintain control over ad distribution. Google’s transparency and willingness to review individual cases help ensure AI Max campaigns perform as intended across all networks.