Google Ads Rolls out “AI Max” Search Match Type in Search Term Report

Google Ads has added a new feature called AI Max. It gives advertisers a better look at how Google’s automation affects their search ads. This makes it easier to compare results and make smart choices for campaigns.

Where to find it:
If we’re running campaigns with AI Max turned on, we can now go to the Keywords tab and sort by “Search terms match type.” This helps us see how AI Max is working on its own. The report shows important numbers like ROAS (return on ad spend), CPA (cost per action), CPC (cost per click), and total revenue.

Let’s look closer:
AI Max uses Google’s newest automation to find search terms. It mixes:

• Broad match keyword ideas
• Ad text and creative elements
• Landing page content

This helps our ads reach more people, even if they’re not using our exact keywords. But some advertisers worry that this could lead to higher costs or less relevant traffic.

Why it matters:

This update gives us a new way to study how our search ads are working when AI Max is used. By making AI Max its own category in reports, we can now check if it’s helping or hurting our results.

It also helps us decide where to spend our budget, and if AI Max is saving us money or just costing more.

Part of a bigger update:

This is one of the new features in the AI Max for Search beta, which started in May. Advertisers can choose to turn AI Max on or off for normal Search campaigns. This lets us test it before using it fully. Google is also adding other ways to see how the tool works behind the scenes.

What others are saying:

Aleksejus Podpruginas, a Senior Google Ads Specialist, said:

“We can now really look at how AI Max works — and compare it to the old match types.”

Thomas Eccel, Head of Google Ads, added:

“It may cost more at first when switching bidding styles, but that’s normal during changes.”

The takeaway:

Google isn’t just using automation — it’s also helping us measure it better. Now that AI Max shows up as a match type in reports, we can decide more clearly when it’s the right tool for our search ads.