AI Max now appears as a distinct search match type in reporting dashboards, giving marketers a new layer of visibility into performance data that previously lived in a black box.
How to find it. Users with AI Max-enabled campaigns can now segment their Keywords tab by “Search terms match type” to view performance specifically attributed to AI Max. That data includes critical metrics like ROAS, CPA, CPC, and revenue.
Zoom in. The AI Max match type covers queries surfaced through Google’s latest automation, blending:
- Broad match logic
- Creative asset signals
- Landing page content
This approach allows campaigns to expand reach beyond predefined keyword lists, often drawing criticism from advertisers concerned about cost control and relevance.
Why we care. This change marks a notable shift in how advertisers can analyze search campaigns powered by Google’s automation. By categorizing AI Max as its own match type, marketers can now analyze its performance separately from traditional match types, unlocking clearer insights into what’s driving results.
This helps teams make data-backed decisions about whether AI Max is improving efficiency or simply increasing costs, and ultimately allows for more intelligent budget allocation in an increasingly automated ad ecosystem.
Part of a broader beta rollout. First announced in May, the AI Max for Search campaigns beta gives advertisers the option to enable or disable AI Max within standard Search campaigns, offering flexibility to test the feature before full-scale adoption. The introduction of match type-level reporting is one of several visibility improvements included in the rollout.
The bottom line. Google isn’t just automating campaign targeting — it’s slowly making automation more measurable. With AI Max now treated as a formal match type in reporting, advertisers are better equipped to decide when and where AI belongs in their search strategies.
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