There’s a new frontier in digital marketing, and it’s not coming; it’s already here. It’s not called “the metaverse.” It’s not a new Instagram or TikTok trend. It’s something a lot more practical – and a lot more powerful.

It’s AI-powered Search. And for local businesses who know how to play it right, it’s not a threat. It’s a gift.

Here’s what Fencepost is seeing (and doing) as we navigate Google’s new AI Max for Search rollout, and why we believe the future of local growth still belongs to the best businesses in town.

Let’s Be Clear: Search Has Changed

Search used to be about typing the right words. Now, it’s about meaning. Intent. Curiosity. Context.

According to Google:

• People are searching with longer phrases, voice, and even images.
• 1 billion visual searches happen every month.
• Queries with five or more words are growing 1.5x faster than short ones.
• And people expect you to understand them, not the other way around.

Your customers don’t just want relevance. They demand it. And if your local business can’t offer that – if you don’t show up when they’re searching, or if your website, your ads, and your landing pages feel generic or off-point – they’ll bounce.

What Is AI Max for Search?

It’s Google’s new power setting for paid search campaigns. With a flip of a switch, you unlock:

• Keywordless Targeting: Ads no longer rely solely on your keywords. Google reads the intent behind searches and matches your business based on how relevant it is to the user’s intent.
• Automatically Created Assets: Google generates ad copy using your landing pages and headlines, tailored to the user’s specific query.
• Final URL Expansion: Users are sent to the page most relevant to their search, not just your default homepage or generic service page.

Where do AI Max ads show up in search?

Along with traditional SERP & maps listings, AI Max ads are also eligible to show within Google’s new AI Overviews, the generative summary box that answers a query in plain language. If Google’s AI decides your ad is actually useful to the end user, it may be inserted with a label like:

“Sponsored – Ads related to your search”

From what we know, Google  is still testing and refining how this works, but early signs suggest that:

• Ad relevance to the original intent of the user MATTERS more than anything else
• Your landing page content, ad copy, and reviews help determine eligibility.
• This is not guaranteed—you must be a relevant, high-quality match.

According to Google’s beta results, early adopters of AI Max saw 27% more conversions at the same cost.

This isn’t theory. This is what’s already here.

Fencepost’s Take: High Trust + Smart Targeting = Local Growth

We’ve been in the trenches with our awesome reps at Google, and have seen firsthand how AI Max is working in real client campaigns – like our electrician and plumbing partners navigating high CPCs and ultra-competitive markets.

We’ve optimized for conversion value (not just clicks), imported offline booked appointments as revenue-driving signals, and adjusted our strategies to align with how real customers actually search.

What we’re learning confirms what we’ve always believed:

AI doesn’t replace trust. It amplifies it.

The AI now pulls from:

• Your reputation (reviews, star ratings, mentions)
• Your clarity (site content, landing page structure)
• Your relevance (offer alignment, search intent match)
• Your freshness (YES, consistent organic social posting now matters!)

If your brand isn’t clear and compelling, AI doesn’t lie. It just ignores you. But if your business is the real deal? AI puts you on stage.

What You Should Be Doing Now

Here’s the playbook we’re recommending to clients:

1. Clean your data. Make sure your CRM data is CLEAN and consistent. That, coupled with your books, will help your campaigns more than anything else.
2. Optimize for Value, Not Just Volume. Assign values to each lead type (calls, forms, appointments) based on likelihood to close. AI will chase the right kind of customer.
3. Invest in Your Landing Pages. Clean, focused, fast, and aligned with real customer intent. Generic pages are dead weight.
4. Say Yes to Reviews. The more high-quality reviews you collect, the more credible you appear across every touchpoint (including AI snippets).
5. Test AI Max Intelligently. Run isolated tests first. Don’t blow up your whole account overnight.
6. Use AI, But Don’t Abdicate. You still need strategy. AI just gives it scale.

Frequently Asked Questions

What is AI-powered Search, and how is it different from traditional search?

AI-powered Search focuses on understanding user intent, context, and meaning rather than matching exact keywords. Instead of relying solely on what users type, Google now interprets longer phrases, voice searches, images, and implied needs to deliver more relevant results.

What is Google AI Max for Search?

AI Max for Search is a Google Ads setting that uses AI to expand targeting beyond keywords. It matches ads based on user intent, automatically generates ad assets, and directs users to the most relevant landing page instead of a fixed URL.

How does keywordless targeting work in AI Max?

Keywordless targeting allows Google to determine when your business is a relevant match based on intent signals. Your website content, ads, reviews, and overall relevance help Google decide when to show your ads—even if the exact keyword isn’t in your account.

Where can AI Max ads appear in Google Search?

AI Max ads can appear in traditional search results, Google Maps, and within Google’s AI Overviews. In AI Overviews, ads may appear as sponsored placements when Google determines they are genuinely useful for the query.

What determines whether my ad appears in AI Overviews?

Eligibility depends on relevance and quality. Google evaluates how well your landing pages, ad copy, reviews, and business reputation align with the user’s original intent. High trust and strong alignment matter more than aggressive optimization tactics.

Does AI Max replace the need for a marketing strategy?

No. AI Max scales and amplifies good strategy, but it does not replace it. Clear positioning, strong offers, clean data, and intentional campaign structure are still required for AI to perform effectively.

Why are landing pages more important with AI-driven search?

AI evaluates landing pages to understand relevance and usefulness. Pages that are fast, focused, and aligned with real customer intent perform better, while generic or unfocused pages are less likely to be promoted by AI systems.

How do reviews impact AI-powered search visibility?

Reviews act as trust signals. High-quality, recent reviews help establish credibility and relevance, which AI uses when deciding which businesses to surface in ads, maps, and AI-generated summaries.

What types of businesses benefit most from AI Max?

Local service businesses in competitive markets—such as home services, trades, and professional services—benefit significantly when they have strong reputations, clear offerings, and well-structured campaigns.

What should local businesses focus on to prepare for AI-driven search?

Key priorities include maintaining clean and consistent data, optimizing for lead value, improving landing pages, collecting reviews, and testing AI Max in a controlled, strategic way.

Does AI-powered search favor big brands over local businesses?

No. AI tends to reward relevance, clarity, and trust. Well-run local businesses that clearly communicate their value and meet user intent can outperform larger competitors that lack local relevance or credibility.

How does Fencepost help businesses adapt to AI-powered search?

Fencepost works directly with Google, tests AI Max in real client campaigns, and aligns paid search strategies with how customers actually search—focusing on trust, relevance, and measurable business outcomes rather than vanity metrics.

Final Word

We’ve said it before and we’ll say it again:

The best local businesses, those that create the most value for customers, will win in the next era of search.

Not by tricking the algorithm.
Not by keyword stuffing.
But by showing up (online and in person) with real value, clear communication, and high trust, week in and week out.

Fencepost is here to help you do exactly that. We’ve got the keys, the playbooks, and the in-the-weeds reps to navigate this shift with you.

AI isn’t the enemy. It’s the megaphone. Let’s make sure you’re worth listening to.

Want to test AI Max with Fencepost?
Let’s set up a call. We’ll audit your account and show you where to start.