Pakistan
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- AI Max bundles search term matching, text customisation and final URL expansion into one Search campaign setting.
- It only works well when conversion tracking reflects real business value.
- Brand, URL and location controls let you limit where it goes.
- Run it as a controlled test and read the search terms report weekly.
What does AI Max change in a Search campaign?
AI Max is not a new campaign type. It is a layer you switch on inside an existing Search campaign. Once on, Google can match your ads to searches your keywords do not cover, write new headlines and descriptions from your landing pages and assets, and send people to a different page on your site if it judges that page more relevant.
Each part can be controlled. Search term matching is set at ad group level. Text customisation and final URL expansion are campaign settings, and final URL expansion needs text customisation turned on. So you are not forced to accept everything at once, and you can start with the part you are most comfortable with.
Google has also said AI Max will take over from Dynamic Search Ads and automatically created assets, with automatic upgrades planned. Timelines have moved, so check the current Help page before you plan around a date. If you run Dynamic Search Ads today, it is better to test AI Max on your own terms, with your own exclusions, than to wait for an automatic upgrade to carry your settings across imperfectly.
How is search term matching different from broad match?
Broad match still starts from a keyword you chose. Search term matching goes further: it uses your keywords, your ads and your landing pages to find searches, and it can also match with no keyword at all. That is closer to how Dynamic Search Ads worked than to classic match types.
If you already run broad match with Smart Bidding, AI Max is a smaller step. If your account runs on exact and phrase match because budget is tight or the service is narrow, it is a bigger change and needs closer supervision. Your negative keyword lists still apply, so keep them current before you start.
What do text customisation and final URL expansion do?
Text customisation generates ad copy for individual searches, using your existing ads, assets and website content. It replaced what Google used to call automatically created assets. The risk is copy that is accurate to your site but not to your offer today, such as an old price, a paused service or a claim your compliance team has not approved.
Final URL expansion lets Google choose the landing page. That helps when your site has many relevant service or product pages. It hurts when old blog posts, careers pages or thin location pages get traffic meant for a booking page. Use URL exclusions for pages that should never receive ad clicks, and URL inclusions to add pages Google missed. Strong, specific responsive search ad assets also give the system better material to work from.
When should I test AI Max?
Turn it on only when most of these are true.
- Conversion tracking is trustworthyPrimary conversions are real leads or sales, not page views or button clicks. AI Max will chase whatever you tell it is valuable.
- Bidding is already automatedSmart Bidding gives AI Max a goal. With manual CPC you lose much of the benefit and keep the risk.
- The campaign is not limited by budgetGoogle itself notes AI Max is less effective when a campaign is capped by budget, because the new traffic competes with what already works.
- Your website is accurateText customisation reads your pages. Out-of-date prices, services or offers will leak into ads.
- You can review it weeklySomeone needs to check search terms, landing pages and generated text during the first weeks.
How do I read the results?
In the search terms report, AI Max matches show as their own match type, with a source column that tells you whether the match came from broad match expansion or keywordless matching. Landing page reports show which URLs were selected by Google rather than by you. Asset reports show the text Google generated.
Judge the test on cost per qualified lead or return on ad spend, not on clicks or impressions. New traffic often looks cheap at first. Compare the AI Max portion against your existing keyword traffic over the same period, and give it enough time to collect conversions before you decide. Where possible, use a campaign experiment so you have a clean control.
Which controls keep AI Max on track?
Set these before you switch it on, not after.
Brand exclusions
Stop ads from showing alongside specific brands, including competitors you do not want to bid on. Set at campaign level.
Brand inclusions
Limit matching to queries about brands you choose, such as your own brand or brands you sell.
URL exclusions
Block pages that should never be landing pages, such as blog posts, careers or policy pages.
Locations of interest
Control matching based on the location people search for, which matters for local and multi-country accounts.
Per-feature switches
Turn off text customisation or URL expansion if your industry needs pre-approved copy or fixed landing pages.
What should advertisers in Pakistan, the Gulf and the UK watch for?
Most searches in Pakistan and the Gulf happen on mobile, and many people search in Roman Urdu, Arabic or a mix with English. Search term matching can pick up these variations without you listing each spelling, which is useful. It can also match loosely related searches, so check the terms report for intent, not just language.
If your site has separate Urdu, Arabic or English pages, use URL controls so people land on the right language. For UAE and Saudi campaigns, make sure the currency and prices on your pages match the market, because generated text may quote them. UK advertisers in regulated sectors such as finance or health should consider turning text customisation off until generated copy has been reviewed against their own rules.
How we handle this for clients
We start with a tracking check, because AI Max optimises towards whatever is marked as a primary conversion. Then we clean up the website pages Google will read, set URL and brand exclusions, and refresh negative keywords. AI Max is tested in one campaign first, ideally as an experiment against the current setup.
During the test we review search terms, chosen landing pages and generated text every week, and add exclusions as we find problems. The decision to keep, limit or switch off AI Max is made on qualified leads or revenue, and it is part of our wider Google Ads audit and optimisation work.
Junaid has more than 18 years in SEO, paid media, web development and custom software. He founded SEOnumber1, builds WordPress plugins, CRMs and web applications, has served 500+ clients in 48 countries, and holds Google Ads, Analytics and Google Blue and Green Belt certifications. He is a National Level Award Winner in Digital Marketing. Read his story or ask a question about this article.