How Malaysian telcos are boosting search campaign results with AI Max

Malaysian telcos are increasingly exploring AI-powered search to reach high-intent audiences and improve campaign efficiency, with Google’s AI Max for Search emerging as a key tool. The tool is a comprehensive suite of AI-powered targeting and creative enhancements designed to elevate performance. It uses advanced machine learning to match ads to a broader range of relevant queries, including those not explicitly targeted, unlocking access to new, high-intent audiences.

In addition, AI Max automatically generates and optimises headlines and descriptions based on user intent and landing page content, enhancing both relevance and engagement. It also directs users to the most appropriate landing page for each search, increasing the likelihood of conversion.

TM (Telekom Malaysia), working with GrowthOps Media, is using AI Max to optimise mobile and business campaigns, while CelcomDigi, alongside OMD Malaysia, applied it to uncover new queries and audiences for its home fibre products. These use cases highlight how early experimentation with AI-led search drives engagement, conversions, and competitive advantage in Malaysia’s fast-moving telco market.

Don't miss: Maxis pilots Google AI Max for Search in Malaysia to drive postpaid

TM: Driving business conversions and streamlining management

TM began trialling AI Max for Search just a week after its May 2025 launch. The telco piloted both mobile and business campaigns, with the business campaign ongoing. “Being among the earliest to adopt new features gives us a crucial head start,” a TM spokesperson told A+M.

The mobile test ran for a week and saw conversions exceed standard search campaigns by 25%. The business campaign showed more consistent results, with cost per conversion down 37% and click-through rates (CTR) up 7%. “These gains applied mainly to generic search terms, while branded queries continued to perform better in standard search,” the spokesperson added.

AI Max also streamlined TM’s operations. Previously, campaigns required manual oversight and narrow keyword structures. With AI Max, TM now uses automated intent signals to reach high-intent audiences more efficiently. “For business campaigns, AI Max reduced the need for constant asset management and eliminated clunky structures,” said the spokesperson.

Partnering with GrowthOps Media, TM designed a pilot that could scale quickly once results proved positive. “Our approach is always test and learn,” the spokesperson noted. The trials also revealed useful insights, such as how generic and branded keywords perform differently. TM views AI Max as a key part of its innovation strategy. “While not every test yielded positive results, the learnings from early trials already strengthen our approach,” the spokesperson said.

CelcomDigi: Expanding reach and capturing incremental demand

CelcomDigi also turned to AI Max to optimise digital campaigns for its home fibre products. Partnering with OMD Malaysia, it sought to go beyond traditional keyword targeting. “Since enabling AI Max, we have seen clear uplifts in conversion volume and engagement,” said Chan May Ling, head of brand and marketing services at CelcomDigi. “The pilot delivered up to roughly 23% more leads, around 18% more clicks, and a 34% increase in ROAS, while driving the cost per lead down by about 18%.”

Mayank Bhatnagar, managing director at OMD Malaysia, said the team began cautiously, excluding irrelevant terms during AI Max’s alpha stage, but soon found the tool performed best when allowed to optimise autonomously. Ensuring accurate tracking and signal capture was critical before scaling. Once AI Max gathered enough data, it required minimal manual intervention.

The tool surfaced new queries and segments beyond CelcomDigi’s keyword portfolio. “AI Max surfaced incremental, high-intent opportunities beyond historical keywords, including users showing service availability or installation intent, and bundle seekers,” Bhatnagar said. This allowed the telco to capture additional demand without increasing acquisition costs.

Chan noted that AI-led search enables faster response to untapped demand: “Early implementation provides a competitive edge and potential cost savings, provided you allow sufficient time for optimisation and ensure tracking and conversion signals are properly configured.” By expanding reach and engaging high-intent prospects efficiently, CelcomDigi strengthened its acquisition strategy while demonstrating clear ROI.

Maxis: Leveraging performance marketing

Previously, Maxis, together with digital marketing agency NP Digital, shared with A+M that it began piloting Google’s AI Max for Search to test the AI-powered approach to search advertising, and how it drove its postpaid business. 

To adapt to the AI-driven approach, NP Digital and Maxis restructured every layer of the campaign. This included developing a library of pre-approved ad assets, from headlines and descriptions to creative visuals and URL mappings, to ensure that AI-generated ads remained consistent with Maxis’ brand voice and messaging. Manual URL mapping was also applied to maintain relevance and prevent traffic from being directed to non-conversion-focused pages, such as corporate or career sections of the site.

Early results from the pilot recorded in August were positive. Maxis recorded a 207% uplift in conversion volume, along with a 7% increase in click-through rates and a 5% improvement in conversion rates compared to its previous keyword-based campaigns. The AI system also uncovered untapped search queries, particularly multilingual and long-tail terms, allowing the campaign to reach new audience segments at scale.

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