Google Ads has implemented an important update for advertisers using automated search campaigns. The new AI Max match type now appears as a separate category in reports, allowing marketers to finally gain insights into performance that was previously hidden.
What is AI Max and how does it work?
AI Max combines various signals to generate search traffic beyond predefined keyword lists. The system employs broad match logic, creative asset signals, and landing page content to expand campaigns. This approach has often faced criticism from advertisers concerned about cost control and relevance.
Users can now segment by "Search terms match type" in the keywords tab to view specific AI Max performance. This includes key metrics such as ROAS, CPA, CPC, and revenue.
Why this update is important
This change marks a significant shift in how advertisers can analyze search campaigns. By categorizing AI Max as a separate match type, marketers can now assess the performance independently from traditional match types. This provides clear insights into what actually delivers results.
As a result, teams can make data-driven decisions about whether AI Max improves efficiency or merely increases costs. This leads to smarter budget allocation in an increasingly automated advertising system.