Google’s AI Max could give African businesses a smarter edge online

For small businesses across Africa, standing out online can feel like shouting into the void. Limited budgets, vague search queries, and the sheer complexity of digital ads often mean your business just doesn’t show up when it matters.

Now, Google’s hoping to change that with AI Max—a new setting for its Search ads campaigns that quietly rolled out globally in beta this month. But it seems Africa is firmly in its sights.

AI Max uses Google’s latest models (yes, including Gemini) to better match ads with what people are actually searching for, even when those searches don’t include your exact keywords. For a local business in Lagos, for example, that could mean showing up in searches like “best natural hair products near me” even if your ad simply says, “Afro hair care.”

The goal is to help businesses show up when intent is high, not just when phrasing is perfect.

But that’s not all. It also auto-tweaks ad copy in real time to better reflect search terms, expands landing page URLs based on context, and adds more control around targeting locations and brand safety. Basically, it does a lot of the heavy lifting that most African entrepreneurs don’t have time for.

Early results look promising—Google says some businesses saw a 14% jump in conversions without spending more.

It’s a small update with big implications. In a region where more than 90% of businesses (via African Competition Forum) are turning to Search to make decisions, and where digital ads still feel out of reach for many, AI Max could quietly be one of Google’s most useful tools.

This rollout also aligns with Google’s broader push in Africa, following initiatives like the Hustle Academy and digital skills programs that have already trained millions.

Google Search could morph into an AI assistant

But as it takes on more of the work, where does that leave websites and businesses?

TechloyKelechi Edeh