Google Ads is rolling out ‘AI Max’ as a separate search match type in its Search Term report. As reported by Search Engine Land, AI Max is no longer grouped with broad or phrase match categories.

Advertisers running AI Max-enabled campaigns can now see how it performs on its own, separate from other match types. Within the Keywords tab, advertisers can filter by “Search terms match type” to view performance metrics directly tied to AI Max.

These performance indicators include return on ad spend (ROAS), cost per acquisition (CPA), cost per click (CPC), and total revenue, all specifically attributed to AI Max traffic.

The update allows brands to compare AI Max performance with traditional match types.

The change follows the rollout of AI Max

This change is part of the AI Max beta rolled out to advertisers. AI Max supports Google’s AI-driven approach to Search campaigns and uses various signals to determine which queries to match ads to.

AI Max works by combining broad match logic with additional inputs from creative assets (such as headlines and descriptions) and landing page content.

For example, if a brand uses AI Max on the keyword “running shoes,” Google might surface ads not just for that phrase but also for related queries like “best footwear for jogging,” based on the brand’s landing page text, ad copy, and other signals.

As part of the beta, advertisers can choose to turn AI Max on or off within their Search campaigns.