AI Max for Search

Last Updated on October 7, 2026

AI Max for Search Campaigns

AI Max is a set of features inside a standard Search campaign that lets Google make decisions we normally make by hand: which searches the ads show for, what the ad text says, and which page a click lands on. Google uses the client’s website, existing ads, and keywords to make those decisions.

AI Max replaces Dynamic Search Ads (DSA). DSA was a separate setup that used the client’s website instead of keywords to match searches and write headlines. AI Max does the same job inside a regular Search campaign, alongside our keywords and responsive search ads.

New Search campaigns are created with AI Max turned on, so every Search build needs a deliberate decision about it, even for clients who never ran DSA.

DSA is being retired. Do not build new DSA campaigns. Starting in February 2027, Google will automatically upgrade any remaining DSA campaigns to AI Max. Upgrade existing DSA campaigns on our own schedule before then so we control the settings. See the Upgrading a DSA Campaign tab.

Sebo Default

For most clients, we keep Text customization and Final URL expansion off so that only the ad copy and landing pages we write and approve can serve. This matches the default on the Automated Ad Settings page.

Search term matching is a client-by-client decision. It is a better fit for clients with conversion tracking we trust, a conversion-based Smart Bidding strategy, and budget room to test. When AI Max features are on for a client, note it in the client’s records so the rest of the team knows it is on by choice.

How AI Max Works

Turning It On

New campaigns: Create > Campaign > Search. AI Max is on by default at the AI Max step. Review each feature and turn off anything that does not fit the client before publishing.

Existing campaigns: Campaigns > Campaigns > Settings tab > select the campaign > AI Max. Toggle AI Max on, then choose which features to use.

Bidding: AI Max needs a conversion-based Smart Bidding strategy (Maximize conversions or Maximize conversion value, with or without a target CPA or ROAS). Manual CPC does not give it the signals it needs to work, and the features will underperform.

Learning time: After turning AI Max on or changing its settings, give the campaign about two weeks before judging results or making more changes.

The Three Features

AI Max is made up of three features. Each one can be turned on or off separately.

Feature	What Google does	Where it’s set
Search term matching	Shows ads for searches beyond our keywords, using broad match and matching against the client’s landing pages and assets	Campaign: Settings > AI Max. Then per ad group: Ad groups > Search term matching
Text customization	Writes additional headlines and descriptions from the landing page, domain, existing ads, and keywords	Campaign: Settings > AI Max > Asset optimization
Final URL expansion	Sends clicks to a different page on the site than the final URL we set, when Google predicts it will perform better	Campaign: Settings > AI Max > Asset optimization

Final URL expansion requires Text customization. Turning off Text customization also turns off Final URL expansion.

Controls

If any AI Max features are on, set these guardrails before launch.

Brand exclusions (campaign): Keeps ads off searches for specific brands, such as competitor names. Campaign settings > AI Max > Brands.
Brand inclusions (campaign or ad group): Limits ads to searches that mention specific brands. An ad group’s brand inclusions override the campaign’s.
URL exclusions (campaign): Keeps Final URL expansion from sending traffic to certain pages. Settings > AI Max > Final URL expansion > Add URL exclusions. Exclude careers, blog, login, privacy policy, and any outdated or off-strategy pages.
URL inclusions (ad group): Limits an ad group to specific pages on the site. Ad groups > Add URL inclusions.
Text guidelines (campaign): Sets words to avoid and messaging rules for the text Google writes. Found within the Text customization setting.
Negative keywords: Still apply to AI Max traffic. Keep the negative keyword lists up to date.

Upgrading a DSA Campaign

Go to Campaigns > Campaigns > Settings tab.
Check the box next to the DSA campaign.
In the Dynamic Search Ads settings panel, select Upgrade.
Review the changes in the confirmation dialog, then select Upgrade.

What changes:

Dynamic ad groups become standard ad groups.
Dynamic Search Ads become responsive search ads, with AI-generated headlines and descriptions.
Old DSA targets (such as page title or page content contains) become read-only. They can be removed but not edited, and new ones cannot be added.
The old DSAs keep running until the new responsive search ads are approved, then pause on their own.

After upgrading:

Review the new responsive search ads and replace generated headlines and descriptions with our own copy where needed.
Check the campaign’s AI Max settings and make sure each feature is on or off on purpose.
Add brand exclusions and URL exclusions.
Review the search terms report after the first week.

Not sure it’s ready? Run an AI Max experiment to compare performance before upgrading. Do not leave a DSA campaign for Google to upgrade automatically in February 2027.

Reporting

Search terms: Campaigns > Insights and reports > Search terms. Filter Match type to “AI Max” to see only AI Max traffic. Switch the view to “Search terms and ad combinations” and add the “Source” column to see which headline and landing page served for each search.
Keywords: Campaigns > Audiences, keywords, and content > Search keywords. Two total rows at the bottom show AI Max traffic: “Total: AI Max expanded matches” and “Total: AI Max landing page matches.”
Landing pages: Campaigns > Insights and reports > Landing pages. The “Selected by” column shows which pages AI Max picked through Final URL expansion.
Assets: Text that AI Max wrote shows “Google AI” in the “Added by” column of the asset report.

Use what you find to add negative keywords, brand exclusions, and URL exclusions.

Best Practices

Decide on purpose. Do not accept the defaults on a new campaign. Turn on only the features that fit the client.
Get conversion tracking right first. AI Max optimizes toward conversions. If tracking is broken or counts the wrong actions, AI Max will chase the wrong traffic.
Set guardrails before launch. Add brand exclusions, URL exclusions, and negative keywords up front, not after spend is wasted.
Keep our own ads strong. Text customization builds on the headlines and descriptions we write. Better inputs mean better generated text.
Check search terms weekly for the first month after turning on Search term matching.
Note it in the client’s records whenever AI Max features are on.