If you’re a multifamily marketing manager overseeing a portfolio of properties, you’ve likely felt the squeeze: Limited time. Limited budget. Big expectations. Between managing vendors, justifying spend, and staying visible in increasingly competitive markets, your paid search campaigns need to do more, with less.

Enter AI Max for Google Search.

This isn’t just another Google Ads update. It’s a major evolution in how we target renters, personalize creative, and scale results, without piling more manual work onto your plate.

Let’s break it down.

What Is AI Max?

AI Max is Google’s latest suite of automation features built specifically for Search campaigns. It taps into Google’s massive AI infrastructure to enhance how your ads are matched, written, and delivered, based on real-time user intent.

Think of it as your always-on optimization engine that handles the heavy lifting of targeting and creative, while you focus on strategy.

Here’s what’s included in the AI Max toolkit:

3 Things Included in The AI Max Google Search Toolkit

1. Search Term Matching

What it does: Expands your campaign’s reach by using both broad match and keywordless targeting. It analyzes your current keywords, ad copy, and landing pages to match with high-intent search terms you might not be bidding on yet.

Why it matters: Let’s say you’re only bidding on “apartments in Charlotte.” AI Max might help you show up for “pet-friendly 2-bed near Uptown with gym” even if you didn’t explicitly target it. It’s like adding a rental-savvy digital scout to your team.

❗️Bonus: Exact match keywords still take priority, so performance stays anchored.

2. Text Customization (Formerly “Automatically Created Assets”)

What it does: Dynamically rewrites ad headlines and descriptions to better match search queries, your landing page, and your keywords.

Why it matters: You get ads that are contextually relevant in the moment without having to manually write dozens of variations. If a renter searches for “pet-friendly apartments near me,” your ad might automatically update to highlight your pet policy or mention nearby dog parks, using existing content from your site.

🤩 Translation for busy marketers: Less time writing ads, more time optimizing strategy.

3. Final URL Expansion

What it does: Google’s AI dynamically selects the most relevant landing page based on the user’s intent and customizes the ad accordingly.

Why it matters: If your property site has multiple floor plans or amenity pages, AI Max can direct users to the one that best aligns with their search. For example, someone searching “apartments with EV charging” would be directed straight to the amenities page instead of the homepage.

💪 You’re still in control: Exclude URLs you don’t want in the mix.

More Controls, Better Reporting

You still get the transparency and targeting controls you need:

  • New location setting options at the ad group level
  • Brand inclusions/exclusions
  • Updated Search Terms Reports that show AI-generated headlines and landing pages
  • Performance metrics for AI-created assets (coming soon)

What This Means for Multifamily Marketers

For marketers managing multiple properties, this isn’t just a cool new tool, it’s a legitimate solution to real operational pain points.

Here’s how AI Max can work for your portfolio:

🎯 Smarter Targeting (Without the Guesswork)

AI Max captures renter behavior beyond what traditional keyword targeting can do. This is a huge win for upper-funnel lead gen and lease-up campaigns where renter intent isn’t always predictable.

📈 Personalization at Scale

Renters get ad experiences that feel tailored to them, without you having to manually build out every combination. This is especially powerful for communities with varied floor plans, amenities, or locations.

🧠 Less Tinkering, More Strategy

With AI handling the micro-optimizations, you can focus on big-picture strategy, creative planning, and stakeholder reporting. (Hello, sanity.)

⚡ Faster Visibility During Peak Leasing Seasons

Need to scale fast? AI Max can help your ads surface to the right audiences faster, giving you an edge during competitive cycles.

AI Max Helps You Work Smarter, Not Harder

AI Max isn’t just another shiny object, it’s a practical, ROI-positive update that helps you work smarter, not harder.

If your team is already stretched thin or you’re juggling a dozen properties and 10+ vendors, this is the kind of automation that frees up bandwidth without sacrificing performance. And when combined with Digible’s campaign strategy, reporting transparency, and local market knowledge, that’s where the real magic happens!