ORPI: Assessing the Impact of Google AI Max on Campaign Performance

Discovering New Growth Opportunities for Google Search Campaigns

With an average of 40,000 sales a year, the Orpi network leads the French real estate market. The organization wanted to explore new growth opportunities, its current Google Search campaigns having become saturated after years of continuous optimization.

To identify and capitalize on fresh growth potential, Orpi called upon its trusted digital media agency, fifty-five. Our teams set out to test Google’s AI Max, a comprehensive suite of targeting and creative enhancements designed to improve ad performance, on Orpi's campaigns.

A/B Testing Google AI Max to Ensure Optimal Performance

To evaluate AI Max’s real added value compared to traditional Search campaigns, fifty-five implemented an  A/B test with a budget evenly distributed between :

• Campaign Variant A (Control): Standard Search campaign without AI Max;
• Campaign Variant B (Test): AI Max enabled, including optimized content based on a customer’s interests and an automatic redirect to the best landing page.

Expanded Conversion Opportunities with Optimized Settings

AI Max expands the range of opportunities by activating new keywords while ensuring controlled investment management, enabling Orpi to capture a wider range of search queries while maintaining cost efficiency.

Through this test, fifty-five determined that the AI Max segment with text adaptation shows better CTR performance, and that with controlled settings, AI Max can only have a neutral to positive impact on performance.

Next, Orpi and fifty-five will activate AI Max on more campaigns with optimized settings, and fifty-five will continue to monitor and evaluate search terms performance.