Google pushes AI Max tool with in-app ads

Google is now advertising its own AI features inside Google Ads — a rare move that puts promotion directly into advertisers’ workflow.

What’s happening. Users are seeing promotional messages for AI Max for Search campaigns when they access campaign settings panels.

• The notifications appear during routine account audits and updates
• It functions essentially as an internal advertisement for Google’s own tooling

Why we care. The in-platform placement shows Google’s push to accelerate AI adoption among advertisers, moving beyond optional rollouts to active promotion. This promotional tactic also suggests Google may increasingly nudge advertisers toward AI-powered tools that reduce manual control, which could impact campaign management strategies.

Finally, seeing ads within a paid advertising platform itself is unusual and may signal a shift in how Google pushes product adoption going forward.

The big picture. While Google regularly introduces AI-driven features, actively promoting them within existing workflows represents a more aggressive adoption strategy.

What to watch. Whether this promotional approach expands to other Google Ads features — and how advertisers respond to marketing within their management interface.

First seen. This notification was spotted by Lead Gen PPC Specialist Julie Bacchini, who shared the notification she saw on LinkedIn.

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