1. Search Term Matching

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AI Max enhances how keywords are matched by introducing:

  • Broad match behind the scenes, even if you’re using exact or phrase match.
  • Keywordless matching using landing page content, ad assets, and intent signals to identify high-performing queries that may otherwise be missed.

Importantly, existing keyword prioritisation rules still apply, so you maintain control over match types.

2. Text Customisation

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Formerly known as automatically created assets, this feature dynamically adjusts your ad copy – including headlines and descriptions – to better align with the user’s query. It pulls context from your landing pages, ads, and keywords to serve more relevant messaging in real-time.

3. Final URL Expansion

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This setting allows Google to choose the most relevant landing page based on the user’s intent, and tailor your ad headline to reflect the content of that page.

As with Performance Max, you can exclude specific URLs to prevent unwanted pages from being used. It’s a smart way to ensure the user lands exactly where they need to go – without manual mapping.

Additional Features & Reporting Controls

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AI Max also brings several new controls and transparency features to make performance management easier:

  • Location controls at ad group level – target users based on geographic intent, not just physical location.
  • Brand inclusions and exclusions – available at both campaign and ad group levels for refined targeting.
  • New Value Track URL parameter – gain greater visibility into search queries in a privacy-safe way, across all match types.
  • Search terms report updates – now includes dynamically generated headlines and URLs from AI Max activity.
  • Asset-level reporting improvements – metrics like cost and conversions will soon be available to better understand creative performance.