Attention DTC brand execs: here’s a reality check you need to hear about AI Max.

Google is claiming 14% conversion improvements from AI Max. But there’s more ot this story:

The Reality is more like:
❌ “Pretty mid results” from early testing
❌ One agency saw 1.5x ROAS vs their usual 2.6x after 3 weeks
❌ Multiple contacts calling Google’s 14% claim questionable
❌ “Large advertisers that are well optimized aren’t seeing it”

Google’s Response? They’re forcing adoption by tying AI Overview ad access to AI Max campaigns. Classic platform move…create artificial scarcity to drive product adoption.

What This Means for Your Portfolio (aka, what you need to ask in your next board meeting)

If you’re being pitched on AI Max as a game-changer for Q4, pump the brakes. The early data from agencies managing hundreds of brands suggests Google’s performance claims don’t match reality for sophisticated advertisers.

The agencies testing this aren’t seeing the promised lift, and some are actively skeptical of the 14% figure Google keeps promoting.

For PE-Backed Brands this means don’t let your teams get caught up in the AI Max hype for holiday planning.

Focus on what’s actually working: YouTube Demand Gen is showing real momentum, search fundamentals remain solid, and Performance Max with proper setup still delivers.

The lesson? When platforms make bold performance claims, wait for independent validation from agencies like ours managing real budgets across the DTC and Retail space.

Ready to audit what’s actually driving performance in your search campaigns? Book your fall audit now, let’s focus on tactics with proven results, not platform promises.