# AI Max for Search: What It Does, When to Switch It On and How to Stay in Control Source: https://www.mangogrow.com/blog/google-ads/ai-max-for-search Publisher: MangoGrow (https://www.mangogrow.com) Topic: Google Ads Published: 2026-11-02 ยท Updated: 2026-11-02 ## Key takeaways - AI Max for Search is not a new campaign type; it's a set of AI features you switch on inside a Search campaign, and Google turns it on by default for new Search campaigns. - It has three main features: search term matching (beyond your keywords), text customisation (AI-generated ad text) and final URL expansion (choosing landing pages on your site). - Controls include brand inclusions and exclusions, URL exclusions, text guidelines and location settings; features need conversion-based Smart Bidding to work well. - Google is upgrading Dynamic Search Ads, automatically created assets and campaign-level broad match to AI Max, starting in September 2026 for some settings and February 2027 for DSA. - Test it with an experiment, strong negatives and accurate conversion tracking, and review search terms and landing pages regularly. **Short answer:** AI Max for Search is **not a new campaign type**; it's a set of AI features inside a **Search campaign**, and Google turns it **on by default for new Search campaigns**. It does three things: **search term matching** (showing ads for relevant searches beyond your keywords), **text customisation** (AI-written headlines and descriptions) and **final URL expansion** (sending people to the most relevant page on your site). You steer it with **brand controls**, **URL exclusions**, **text guidelines**, **locations** and **negatives**, and it needs **conversion-based Smart Bidding**. Google is also **upgrading Dynamic Search Ads to AI Max**. Test it with an **experiment** and good tracking before switching fully. This guide is part of our [Google Ads cost](https://www.mangogrow.com/blog/google-ads/how-much-do-google-ads-cost) series. For account management, see our [Google Ads service](https://www.mangogrow.com/services/google-ads). ## What AI Max includes | Feature | What it does | Default | | --- | --- | --- | | Search term matching | Uses your landing pages, assets and keywords to show ads for relevant searches you didn't target | Must be on at campaign level to use at ad group level | | Text customisation | Generates headlines and descriptions from your site, landing pages, ads and keywords | On by default | | Final URL expansion | Sends people to the most relevant page on your domain for their search | On by default; requires text customisation | | Brand controls | Brand exclusions (campaign) and inclusions (campaign or ad group) | Optional | | URL exclusions | Stops traffic going to specific pages | Requires text customisation and URL expansion | | Text guidelines | Exclude words and set tone for generated text | Optional | Google's help centre notes that these features need conversion-based Smart Bidding to work effectively. ## The DSA and broad match upgrade Google has announced that campaigns using Dynamic Search Ads, automatically created assets and campaign-level broad match will be upgraded to AI Max. Google says the upgrades for automatically created assets and campaign-level broad match start in September 2026, while the Dynamic Search Ads upgrade was extended to February 2027, and that upgraded campaigns will start with settings mirroring the legacy setup. If you run DSA, plan your move now rather than waiting for the automatic switch. ## When AI Max makes sense - **You have accurate conversion tracking** and enough conversion volume for Smart Bidding. See Google Ads conversion tracking. - **Your site has good, relevant pages** for many services or products (URL expansion depends on them) - **You want to find new searches** you aren't covering with keywords - **You use or planned to use Dynamic Search Ads or broad match** ## When to be cautious - **Small budgets** where every irrelevant click hurts - **Regulated industries** where ad text must be approved (use text guidelines, or turn text customisation off) - **Sites with outdated or thin pages** that URL expansion might send traffic to - **Weak or broken conversion tracking** ## How to stay in control 1. **Run an AI Max experiment** to compare performance against your current setup. 2. **Use brand controls** so you don't pay for competitor or irrelevant brand searches, and keep your own brand traffic where you want it. 3. **Add URL exclusions** for pages that shouldn't receive ad traffic (careers, blog posts, old offers). 4. **Set text guidelines** for words to avoid and the tone to use. 5. **Keep strong negative keywords.** See negative keywords. 6. **Check location settings** so ads show where you serve. 7. **Review AI Max reports** for search terms, generated headlines and landing pages, and adjust. ## AI Max vs Performance Max vs standard Search | | Standard Search | Search + AI Max | Performance Max | | --- | --- | --- | --- | | Inventory | Search only | Search only | Search, Shopping, YouTube, Display, Discover, Gmail, Maps | | Keyword control | High | Medium (keywords plus AI matching) | Low (search themes and signals) | | Ad text | Your assets | Your assets plus AI-generated text | Assets combined automatically | | Transparency | High | Good reporting | Lower, improving | See [Performance Max vs Search campaigns](https://www.mangogrow.com/blog/google-ads/performance-max-vs-search-campaigns) and Google Ads match types. ## A worked example A home improvement company with good conversion tracking runs an AI Max experiment on its main Search campaign, excluding its blog and careers pages, adding brand exclusions for manufacturer names it doesn't want to pay for, and setting text guidelines to avoid "cheap". After several weeks, the experiment finds additional relevant searches (such as specific project types it hadn't targeted) at a similar cost per lead, so the company applies AI Max while continuing weekly search term reviews. (Illustrative.) ## Common mistakes - Leaving AI Max on by default without reviewing settings - Using it with poor conversion tracking - No URL exclusions, so ads land on blog posts or old pages - Ignoring generated ad text in regulated sectors - Not checking search terms after switching on ## The bottom line AI Max for Search brings AI matching, ad text and landing page selection into Search campaigns, and it's becoming the default as Google retires Dynamic Search Ads. Use it with accurate conversion data, clear controls and an experiment-led rollout, and keep reviewing what it does. Want an AI Max review of your Google Ads account? Request a [free growth audit](https://www.mangogrow.com/free-audit). ## Frequently asked questions ### What is AI Max for Search? AI Max for Search is a suite of AI features for Google Ads Search campaigns, including search term matching, text customisation and final URL expansion, plus controls such as brand and URL exclusions. It's switched on within a Search campaign rather than being a separate campaign type. ### Is AI Max on by default? Google says new Search campaigns have AI Max turned on by default. Existing campaigns can opt in from campaign settings. ### Is AI Max replacing Dynamic Search Ads? Yes. Google is upgrading Dynamic Search Ads campaigns to AI Max, with the DSA upgrade scheduled for February 2027, while campaigns using automatically created assets and campaign-level broad match start upgrading from September 2026. ### Does AI Max need Smart Bidding? Google says features like search term matching, final URL expansion and text customisation require conversion-based Smart Bidding strategies to work effectively. ### How do I control AI Max? Use brand inclusions and exclusions, URL exclusions, text guidelines, location settings and negative keywords, and review search terms and landing page reports regularly. Run an AI Max experiment before switching fully. ## Sources - [Set up AI Max for Search campaigns, Google Ads Help](https://support.google.com/google-ads/answer/15909989) - [About AI Max experiments, Google Ads Help](https://support.google.com/google-ads/answer/16450159) - [Google's Dynamic Search Ads are upgrading to AI Max, Google](https://blog.google/products/ads-commerce/dsa-upgrade-to-ai-max-2026/) - [About reporting in AI Max for Search campaigns, Google Ads Help](https://support.google.com/google-ads/answer/16470459)