Our Promotional Steps
Panem’s team has been working with Midstate Container for over 1.5 years. During this period, we tested various types of advertising campaigns, bidding strategies, and targeting options. The best results came from:
- Search campaigns
- Classic shopping campaign with product cards
- Performance Max with audience targeting
However, due to high competition in the U.S. market and aggressive budgets from competitors, it was challenging to maintain top positions in Google and win auctions consistently. We were looking for an innovative way to scale results without increasing the budget, and just in time, the opportunity to test a new Google product came up.
AI Max
In May 2025, Google launched the beta version of AI Max, a tool that uses artificial intelligence to automate ad campaign management. We received a personal invitation to join the test for the Midstate account and didn’t hesitate.
AI Max is a new type of advertising in Google Ads that:
- Automatically selects search queries (even without keywords)
- Adapts headlines in real-time based on user intent
- Identifies the best landing page on the website for each user
- Generates separate analytical reports confirming its effectiveness
This tool opened up new opportunities for us in a highly competitive niche, and here’s how we made the most of it.
Experiment Results
To evaluate the effectiveness of this new tool, we compared data from two weeks before and after the launch of AI Max. All campaigns operated within the same budget range.
- Since launch, the number of ad impressions in Google search results has increased:
After the campaign launch, the number of Google ad impressions increased by 668, representing a +21.01% growth compared to the previous period.
This indicates improved audience reach and enhanced brand visibility in search results.
- The number of clicks and visits to the site has increased:
Alongside the growth in impressions, the number of clicks and website visits also increased by 24 clicks, which is a +12.77% rise.
This shows that the ads not only reached a wider audience but also successfully engaged users to visit the website, which is a key indicator of ad relevance and effective targeting.
- Increase in conversions
The number of primary conversions (calls and add-to-cart actions) increased from 33.98 to 41, marking a +20.64% growth, without increasing the daily budgets.
This demonstrates that campaign optimization and implemented changes enabled more targeted user actions at the exact cost, boosting the overall return on ad spend.
- AI Max Search Traffic
Separate AI-marked queries appeared in search traffic, differentiated from keywords based on phrase match or exact match.
- Discovery of New Audience
AI Max automatically identified Spanish-language search queries, such as almacenamiento (storage), almacenes cerca de mi (warehouses near me), and cajas frías (cold boxes/containers), among others.
This points to the emergence of a new audience segment — Spanish-speaking users, particularly Mexican Spanish speakers in California.
Such an audience has shown interest in the client’s products, opening a new growth channel and the opportunity to personalize ad campaigns to boost conversions.
Impact on the Client’s Business
- Reduced cost per lead acquisition
- Increased order volume without additional investment
- Discovered new market opportunities (Spanish-speaking audience)
Next Steps
- Expand AI Max to other business areas
- Adapt the website for non-English-speaking users
- Integrate additional analytics tools to track user behavior
What the Business Gained from Advertising with Panem
- Automated, adaptive advertising model
- Reduced costs while maintaining traffic volume
- Increased number of targeted actions
- New audience without additional budget
Conclusions
The success of this case lies in the combination of a flexible strategy and bold use of cutting-edge Google tools. Implementing AI Max not only optimized advertising expenses but also opened up new growth opportunities that were previously unavailable with traditional methods.
AI Max advertising is a revolutionary approach to promoting businesses of any size in Google Ads. Thanks to deep automation, AI Max:
- Automatically finds the best audiences
- Adapts bidding strategies in real-time
- Constantly learns based on user behavior
The Panem team demonstrated that even in a highly competitive environment, it’s possible to achieve significantly better results through technological solutions and an analytical approach.
