Google Ads Now Labels ‘AI Max’ as Standalone Match Type in Reporting
In a move to improve transparency around automated search campaigns, Google Ads has introduced AI Max as a separate match type within its reporting dashboards. This update allows advertisers to distinguish performance metrics specifically generated by AI Max, offering a new level of insight into campaign efficiency.
Where to Find It
Marketers running AI Max-enabled campaigns can now view performance data by navigating to the Keywords tab and segmenting results by the new “Search terms match type.” This segmentation reveals key metrics like Return on Ad Spend (ROAS), Cost Per Acquisition (CPA), Cost Per Click (CPC), and revenue—data that was previously hidden in aggregated reports.
What Is AI Max?
AI Max operates by blending traditional broad match logic with machine learning signals derived from creative assets and landing page content. The goal is to cast a wider net and reach more relevant audiences—even beyond predefined keyword lists. However, this approach has also sparked concern among advertisers wary of budget overreach and reduced relevance.
Why It Matters
This development marks a strategic shift in how advertisers evaluate performance within Google’s increasingly automated ad ecosystem. By labeling AI Max separately, advertisers can now compare its impact more directly against traditional match types—enabling more informed decisions around budget allocation, efficiency, and scaling.
Part of an Ongoing Beta Rollout
First introduced in beta in May, AI Max can currently be toggled on or off within standard Search campaigns. The inclusion of match type-level reporting is one of several enhancements aimed at giving advertisers more control and clarity when testing AI-driven campaign elements.
The Takeaway
Google’s automation is becoming more measurable. With AI Max now visible as its own match type, advertisers can finally track its performance independently, helping them decide when automation truly delivers—and when it may need adjustment.
