Maxis pilots Google AI Max for Search in Malaysia to drive postpaid

Malaysian telecommunications service provider Maxis has begun piloting Google’s AI Max for Search in partnership with digital marketing agency NP Digital, to test the AI-powered approach to search advertising. The initiative is part of Maxis’ ongoing effort to explore innovative technologies that improve customer targeting and campaign efficiency.

The pilot, which focuses on Maxis’ postpaid acquisition campaigns, represents a shift from manual keyword-driven strategies to intent-based targeting. This allows campaigns to respond dynamically to user behaviour and search patterns, while surfacing new opportunities for engagement, the brand and the agency shared in an exclusive conversation with A+M.

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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 have been 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.

Leveraging performance marketing

Eric Ng, head of performance marketing at NP Digital, said the pilot required a significant shift in strategy. “When we had the opportunity to pilot Google’s latest AI Max for Search feature in Malaysia, we knew the shift from traditional to AI-driven targeting based on user intent was going to be significant,” Ng explained. “We had to rethink how ads were structured, from copy to landing page routing, to match how Google generates results based on individual search behaviour.”

Ng added that the automation also streamlined operations, allowing the team to focus on strategic decision-making and creative optimisation. “By moving beyond traditional keyword targeting, we tapped into user intent with greater precision and scale,” he said. “The results gave us valuable insights into audience behaviour and how we can continue refining campaigns.”

A Maxis spokesperson said the decision to test the platform aligned with its wider strategy of digital innovation and personalisation. “As a brand committed to continuous digital innovation, Maxis is always looking for new ways to deliver more relevant, timely, and personalised experiences to our customers,” the spokesperson said. “Partnering with NP Digital gave us the confidence to be an early adopter, as they brought proven expertise in leveraging AI-driven solutions and a strong governance framework to safeguard brand integrity.”

The spokesperson also noted that despite the higher level of automation, Maxis maintained a hands-on role in shaping the creative and strategic direction of the campaign. “We worked closely with NP Digital to define campaign objectives, set guardrails for brand voice and messaging, and ensure that all AI-generated outputs reflected our identity and values,” they said. “Even with AI-driven content, human oversight remained critical to guide the technology and maintain relevance.”

Looking ahead, Maxis said the pilot has reinforced its confidence in AI-driven search as a tool for growth and efficiency. “The pilot has shown that AI-led search can meaningfully expand reach by uncovering high-intent audiences and search opportunities that might have been overlooked with manual keyword targeting,” the spokesperson added. “Automation also reduced the operational workload, allowing both Maxis and NP Digital to focus more on strategy, creative refinement, and real-time optimisation.”

The campaign is expected to inform Maxis’ broader digital marketing strategy as it evaluates scaling AI-led solutions in the months ahead.

Last month, A+M found that Google’s recent rollout of its AI Max update was making waves in the paid search landscape, presenting marketers with both new challenges and opportunities. This follows Google’s earlier improvements to its ad quality prediction model, which increased scrutiny on landing page relevance and navigation, prompting many businesses to adapt quickly.

Speaking to industry professionals, Google’s AI Max represented a major leap toward automation in both media buying and creative development. They also advised that media agencies must transition from manually managing campaigns to orchestrating AI systems. Meanwhile on the creative front, the age of manually A/B testing dozens of headline variations is said to be over.

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