Search term matching
Google can expand beyond the account's existing keywords using broad-match and keywordless signals. The search terms report identifies AI Max matching and its source.
// AI MAX FOR SEARCH
Google Ads AI Max for tradies
Google Ads AI Max is not a new campaign type. It is an optimisation layer for Search campaigns that can expand search matching, customise ad text and choose landing pages. For a tradie, the sensible question is not whether to trust AI. It is whether your conversion data, budget, service pages and guardrails are ready for a controlled test.
Last updated: 27 August 2026
// WHAT IT ACTUALLY CHANGES
What does AI Max change in a Search campaign?
Google describes AI Max as two main feature groups: search term matching and asset optimisation. Those groups change how the campaign can find searches, write messages and select landing pages, while adding reporting and controls that need to be configured deliberately.
Text customisation
Google can create or adapt ad text from the campaign, ads and website. Text guidelines and restricted terms can be used to steer messaging.
Final URL expansion
Google may choose a different relevant page on the same site. URL inclusions and exclusions matter when the site contains old, broad or non-commercial pages.
Brand and location controls
AI Max includes brand controls and ad-group locations of interest. These controls do not replace the campaign's main geographic targeting.
AI Max is different from Performance Max. AI Max operates inside Search campaign structure. Performance Max is a cross-channel campaign type. If the underlying issue is poor lead quality, start with the Google Ads bad-lead checks before expanding reach.
// BEFORE THE TOGGLE
When should a tradie test AI Max?
Test AI Max after the account can distinguish a useful enquiry from noise, the campaign can fund the traffic it already receives and the website has safe landing pages. Google explicitly warns that AI Max will not be effective when the campaign is limited by budget.
- Conversion actions measure useful calls, forms or later qualified outcomes, not page views or weak micro-conversions.
- The campaign is not marked Limited by budget. Google says AI Max will not be effective while the campaign is budget-limited.
- Service pages are accurate, fast and specific enough to be eligible landing pages if final URL expansion is enabled.
- Brand exclusions, inclusions, restricted terms and URL exclusions are documented before the experiment starts.
- Search-term, landing-page and asset reports will be reviewed during the test, not only the headline conversion count.
// TEST, DO NOT GUESS
How can AI Max be tested without switching the whole account?
Google’s AI Max experiments can split traffic inside an existing Search campaign between a control with AI Max off and a treatment with it on. Google says this avoids copying the whole campaign and can shorten the learning period. Experiment eligibility and limitations still need to be checked in the account.
CONTROL Current Search setup
AI Max stays off for the control traffic while the existing campaign remains the baseline.
TREATMENT AI Max with agreed controls
Search matching and asset settings are tested with the brand and URL rules chosen for the account.
DECISION Apply, revise or stop
Lead quality, search terms, landing pages and conversion value decide the next step, not the recommendation score.
On 20 August 2026 Google announced additional testing and planning tools, including multi-campaign tests for budgets and ROI targets rolling out in September. That is an announced rollout, not a promise that every Australian account has the option today.
// THE 2026 TIMELINE
Which legacy Search settings are moving into AI Max?
Google’s revised timeline separates Dynamic Search Ads from two other legacy settings. Automatically created assets and campaign-level broad match are due to begin automatic upgrades into AI Max for eligible campaigns from September 2026. Google moved the Dynamic Search Ads sunset and automatic upgrade to begin in February 2027.
Accounts should be reviewed before either window. A mirrored automatic setup is not the same as an account-specific decision about search term matching, text customisation, final URL expansion, brand controls and exclusions. Google says eligible advertisers will receive account notifications before the transition.
// THE ASSESSMENT
What does Web Blend assess before an AI Max test?
Web Blend reviews conversion actions, budget status, search terms, service area, landing-page inventory and the controls available in the account. We then propose an experiment, a cleanup first or a reason to leave AI Max off. Ongoing work can be scoped through our Google Ads management or the wider Lead System.
// PRIMARY SOURCES
Google documentation used for this guide
// QUESTIONS
Straight answers about AI Max
AI Max is a group of Search settings, not a magic campaign. These answers cover the controls and current transition dates that matter to a local service account.
Get in touchWhat is Google Ads AI Max?
AI Max is an optimisation layer inside an existing Google Search campaign. Google says it combines search term matching and asset optimisation, with controls for brands, locations of interest and URLs. It is not a separate campaign type and it is not the same product as Performance Max.
Is AI Max good for tradies?
It can be worth testing when tracking is reliable, the campaign has enough budget and the website clearly separates services and locations. It can be a poor first move when the account still counts weak conversions, has thin landing pages or cannot absorb broader matching. Suitability needs an account-level assessment, not a blanket yes.
Will AI Max show my ads outside my service area?
AI Max does not replace campaign location targeting. It adds an optional locations-of-interest control at ad-group level for searches connected with a chosen place. Campaign targeting, presence settings, search terms and the new location control should be reviewed together before a local service campaign is expanded.
Can I stop AI Max from using the wrong website pages?
Google provides campaign-level URL exclusions and ad-group URL inclusions. Final URL expansion can also be disabled. Before enabling it, exclude pages such as recruitment, support, policies, broad blog posts or out-of-area services when they are not suitable paid landing pages.
Can I test AI Max before turning it on everywhere?
Yes. Google documents AI Max experiments that split traffic within an existing campaign between a control and treatment. On 20 August 2026 Google also announced new multi-campaign budget and ROI target testing planned to roll out in September. Availability and experiment limitations should be checked in the account.
What is happening to Dynamic Search Ads?
Google updated its announcement on 11 June 2026. The Dynamic Search Ads sunset and automatic upgrade is now due to begin in February 2027. Automatically created assets and the campaign-level broad match setting are still due to begin auto-upgrading into AI Max from September 2026 for eligible campaigns.
// TEST WITH GUARDRAILS
Find out if AI Max is ready for your account
We will inspect the conversion signal, budget, service pages and controls, then recommend a test, a cleanup first or no change. No blanket promise and no automatic rollout presented as strategy.
Assess my AI Max setup