AAA Auto Club Enterprises

Objective

Reach American drivers and households at the moment they search for insurance on Google, including on long and very specific queries the club had not bought as keywords, and bring down the cost of an insurance lead in a market where the search auction is among the most expensive.

The deployment

AAA Auto Club Enterprises is the largest federation of AAA clubs in the United States. Its careers site states that it serves more than 18 million members across 24 states, and auto and home insurance is one of its main revenue lines. On Google Ads, the club turned on AI Max for its Search campaigns. AI Max is a campaign option Google took out of beta in 2026: instead of staying within the purchased keywords, the system reads the advertiser's ads and site content to reach queries no keyword covered, rewrites the ad text based on the search entered, and picks the landing page closest to the request itself. What this changes for the user: someone typing a very specific search, for example a driver profile or a particular insurance situation, sees an AAA ad whose headline has been rewritten to match that search, and lands on the matching quote page rather than on a generic one. Philipp Schindler, chief business officer of Alphabet, cited this case when the second quarter 2026 results were published, stating that AAA Auto Club Enterprises was using it to customize its creative assets and capture the growth of increasingly detailed insurance searches. The exact scope of the rollout, number of campaigns, states covered, product lines, has not been published.

Results Proof B

Both figures come from one and the same sentence, spoken by Philipp Schindler, chief business officer of Alphabet, during the second quarter 2026 earnings call on July 22, 2026. The sentence appears word for word in the official transcript published by Alphabet (S1) and in the full transcripts published by AlphaStreet (S2) and Investing.com (S3); the quote is anchored on S2, whose text is machine readable, where the official PDF exposes no extractable text layer. None of these three sources is independent: it is the same statement, and Alphabet is an interested party here, the seller of AI Max praising its product through a named advertiser. Searches on the Google Ads and Think with Google side turned up no AI Max case study citing AAA (the Think with Google page on AI Max cites ClickUp, Royal Canin and Klook, not AAA), and no established marketing press picks up or verifies the case. So there is no confirmation on the AAA side: no press release, no public appearance, no company figure isolating this effect. Not an A, for lack of financial reporting by the subject brand on its own result, and the B should be read with that reservation: a single voice, the platform's.

The internal detail is not public. Here is a proven approach that leads to the same result, to adapt to your stack.

1. 1
   Prepare the material marketing

   Provide the ads, landing pages and site content the system relies on to understand the offer. One quote page per insurance situation beats a generic page.

2. 2
   Turn on AI Max on an existing Search campaign acquisition team

   The option is added to a campaign already in place; query matching is no longer limited to the purchased keywords.

3. 3
   Matching and rewriting at auction time AI

   The system connects the search entered to the offer, adapts the ad text and selects the landing page.

4. 4
   Control what gets served acquisition team and compliance

   Review the search terms captured and the text variants generated, exclude what falls outside the scope or touches regulated wording.

5. 5
   Arbitrate on cost per lead acquisition team and data

   Track conversion volume and cost per lead, feed lead quality back from the CRM so that optimization aims at the policy and not at the form.