Google Ads AI Max Audit: How to Check Every Query, Ad and Landing Page It Serves

AI Max for Search is turning up in more Google Ads accounts, sometimes without anyone switching it on. On October 19, Search Engine Land reported that AI Max had been found enabled in some Google Ad Grants Search campaigns. The same day, PPC News Feed flagged that Google’s new Search terms and ad combinations report was showing up live. Put those together and the job for this week is clear: find out where AI Max is running, then use the new report to check what it’s actually serving. Here’s what changed and a seven-step audit to run before holiday budgets peak.

What’s new this week

The Ad Grants report came from digital advertising specialist Dan Kabakov, who posted on LinkedIn that AI Max was enabled in Ad Grants Search campaigns without the advertiser switching it on. Google hasn’t confirmed this is a planned rollout across all Ad Grants accounts. It matters for nonprofits because Ad Grants accounts must hold a 5% account-level click-through rate each month. Google’s policy says two months in a row below that can get the account temporarily deactivated. Broader matching that adds impressions without clicks pushes CTR the wrong way.

The reporting change came first. Search Engine Land covered it on October 13 after Google Ads specialist Natasha Kaurra shared it on LinkedIn. In the search terms report, a dropdown now offers “Search terms and ad combinations,” which Google’s help page says was formerly called “Search terms and landing pages from AI Max.” It puts the query, the headlines shown, the landing page, the campaign and the ad group on one row. Search Engine Land also lists match sources (AI Max expanded matches versus landing page and URL inclusions) and asset sources (whether you or Google supplied the copy). Google hasn’t announced a full rollout date, so some accounts may not have it yet.

Why AI Max is in more accounts than you think

Even outside Ad Grants, there are several ways AI Max ends up running without a deliberate decision:

• New campaigns: Google’s setup guide says new Search campaigns have AI Max turned on by default. Once it’s on, text customization and final URL expansion are also selected by default.
• Legacy settings: Google’s April announcement, updated on June 11, says campaigns using automatically created assets or the campaign-level broad match setting started auto-upgrading to AI Max in September 2026.
• Dynamic Search Ads: DSA campaigns will be upgraded automatically starting in February 2027. Dynamic ad groups become standard ad groups, and all three AI Max features are switched on, with legacy URL controls kept.

Google says advertisers using the full feature set see an average of 7% more conversions or conversion value at a similar CPA or ROAS than with search term matching alone. That’s Google’s internal figure for non-retail advertisers, not a guarantee for your account. The new report is how you check it against your own numbers.

A 7-step AI Max audit

1. Map where AI Max is on

Go to Campaigns, then Settings. Google lets you add AI Max settings as columns or filters in the campaign list. Export every Search campaign with its status for search term matching, text customization and final URL expansion. Mark which ones someone chose on purpose and which ones arrived through defaults or upgrades. For agencies, do this for every client in the manager account, Ad Grants accounts first.

2. Respect the two-week ramp-up, but don’t ignore problems

Google advises waiting at least two weeks after enabling AI Max before changes like adding negative keywords. That’s fair for performance tuning. It doesn’t apply to obvious brand, compliance or relevance problems. If an Ad Grants account is close to 5% CTR, check it now.

3. Open the Search terms and ad combinations view

Sort by cost, then read the top rows as full journeys: query, headline, landing page. You’re looking for three types of mismatch:

• Intent mismatch, such as a “free” or “DIY” query triggering a paid service ad.
• Message mismatch, where a correct query gets a headline promising a price, offer or feature that the business doesn’t currently have.
• Destination mismatch, where final URL expansion sends people to a blog post, careers page or old campaign page instead of a page that converts.

Judge each row on conversions and cost per qualified lead, not clicks. A query that looks odd but converts profitably can stay.

4. Fix problems with the narrowest control

The report lets you add a search term as a negative keyword or a landing page as a negative URL straight from the table. Beyond that, Google’s controls work at different levels:

• Search term matching can be turned off for an ad group while staying on at campaign level.
• URL exclusions are set per campaign; URL inclusions are set per ad group.
• Brand exclusions are set per campaign; brand inclusions can be set per campaign or per ad group.
• Text guidelines let you block specific words and set messaging rules for AI-written copy.

Start with the smallest fix that solves the issue. Turning AI Max off for a whole campaign should be a last resort, not a first reaction.

5. Review Google-written copy

In the asset reports, assets created by text customization show “Google AI” in the “Added by” column. Remove anything off-brand, inaccurate or non-compliant. Google notes you can’t bulk-remove these assets in the web interface, but you can in Google Ads Editor or the API. In regulated categories such as finance, health and legal, review this weekly.

6. Check your pins and landing pages

Google’s setup guide says that when final URL expansion is on, pinned responsive search ad assets aren’t used if a more relevant URL is chosen. URL inclusions have the same effect. If a client relies on pinned disclaimers or pinned brand lines, either turn off final URL expansion for that campaign or move the required wording into every headline variant. Then check the Landing pages report, where the “Selected by” column shows which URLs AI Max picked.

7. Report it properly, and plan for DSA

If you pull data through the API, the matching view is ai_max_search_term_ad_combination_view. Google’s developer docs warn that it overlaps with the standard search term view, so never add the two together, and that privacy thresholds mean some terms won’t appear. For any client still on Dynamic Search Ads, schedule a manual upgrade before February 2027 so you choose the settings instead of the auto-upgrade. Note that legacy URL rules like “page content contains” become read-only after the upgrade.

What this means for agencies and nonprofits

AI Max isn’t something to fear, but it isn’t something to leave on autopilot either. The new report finally shows the query, the message and the destination together, so you can judge Google’s choices on the same evidence Google uses. Build this check into your monthly Google Ads management routine. Pair it with our channel prioritization audit so budget controls and matching controls get reviewed together. If you’re launching new campaigns, our goal-first campaign setup brief covers what to check before AI suggestions go live, and our automated promotions audit covers another default worth reviewing.

The bottom line

AI Max is the default for new Search campaigns, legacy settings are already being upgraded and DSA follows in February 2027. Some Ad Grants accounts are seeing it switched on with no warning. Find every campaign where it runs, read the Search terms and ad combinations view by cost, fix issues with the narrowest control and document what you changed. Nonprofits should watch account CTR against the 5% rule every week until things settle.

FAQ

What is the Search terms and ad combinations report?

It’s a view inside the Google Ads search terms report for AI Max campaigns. It shows each search term alongside the headlines, landing page, campaign and ad group that served, so you can review the whole ad journey on one row.

Is AI Max turned on automatically?

Google’s setup guide says new Search campaigns have AI Max on by default. Campaigns using automatically created assets or campaign-level broad match began auto-upgrading in September 2026, and Dynamic Search Ads campaigns follow from February 2027.

Why does AI Max matter for Google Ad Grants accounts?

Ad Grants accounts must keep a 5% account-level CTR each month. Broader matching can add impressions that don’t get clicks, and two months in a row under 5% can lead to temporary deactivation.

Can I turn off parts of AI Max?

Yes. You can turn search term matching off for an ad group, turn off text customization or final URL expansion, add URL and brand exclusions, or turn AI Max off for the campaign. Turning off text customization also turns off final URL expansion.

How long should I wait before optimizing AI Max?

Google recommends at least two weeks after enabling it before changes like adding negative keywords. Fix clear brand, compliance or relevance problems right away.

Want a second pair of eyes on your AI Max settings? Read more on the Tech Hustler blog, see our press release distribution service, explore all services or book a free strategy call.

Sources: Search Engine Land (Oct 19), Search Engine Land (Oct 13), PPC News Feed, Google Ads Help: AI Max reporting, Google Ads Help: Set up AI Max, Google: Upgrading DSA to AI Max, Google Ads API: AI Max reports, Google Ad Grants account management policy