Asymmetric is piloting Google's AI Max optimization tool on a controlled subset of client accounts before rolling it out broadly. The strategy is to start with low-revenue or underperforming accounts — where the risk of disruption is low — validate results, and then expand to high-value accounts.
This approach was agreed upon during the [1], where [2] was identified as the first candidate.
AI Max is a Google Ads feature that uses machine learning to expand targeting, optimize bidding, and adjust creative elements automatically. Because it changes campaign behavior in ways that can be difficult to predict, deploying it on high-revenue accounts (e.g., Doodla, Firestone) carries meaningful risk.
The pilot-first approach mitigates this by:
"I don't want to implement first the AI Max on those, for example, Doodla or Firestone. I would like to test first this AI Max on these companies that have low revenue per month."
— Gilbert, 2025-11-12
[2] was selected as the first AI Max test account because:
Owner: Gilbert
Status: Pilot to be initiated following the 2025-11-12 call
When selecting accounts for AI Max testing, prioritize accounts that meet one or more of the following:
| Criterion | Notes |
|---|---|
| Low monthly ad revenue | Limits financial risk during testing |
| Poor conversion performance | AI Max may surface new converting traffic |
| Stalled or declining results | Status quo isn't working; experimentation is warranted |
| Not a flagship/anchor client | Avoids reputational risk with top accounts |
AI Max optimization is only as good as the conversion signals it receives. A known issue across several accounts is discrepancies between Google Ads and Google Analytics conversion counts (e.g., 6 conversions reported in Ads vs. 10 in Analytics over 30 days).
Before or alongside the AI Max pilot, Gilbert is pressing Anup to resolve these tracking gaps. Accurate conversion data is a prerequisite for AI Max to optimize effectively.
See: [3]