AI Max reporting connects a query with the actual ad and destination. That creates a better starting point for improving customer acquisition cost.
What the report actually shows
For a Search campaign using AI Max, the search terms report offers a “Search terms and ad combinations” view. It brings together the triggering term, headline, landing page, campaign and ad group. Older instructions call it “Search terms and landing pages from AI Max”. The name has changed, so check the current menu rather than hunting for an old screenshot.
Why the full journey matters
A click cost alone says little about relevance. Someone searching for a family hotel break could see a spa headline and land on a generic hotel page. The campaign may still record conversions, but that mismatch can waste demand. Review the term, promise and destination as one unit, then compare the outcome with bookings or qualified leads.
A useful review routine
Start with one business outcome and a meaningful date range. Google recommends allowing at least two weeks after enabling AI Max before making substantial changes. Sort combinations by spend and conversion value, inspect the page and headline, then ask whether they address the query. Filtering match type to AI Max excludes some “Other search terms”, so a filtered total is not the complete picture.
Which controls remain available
Exclude irrelevant queries with negative keywords. If a destination is unsuitable, improve the page or exclude its URL. The landing pages report covers pages selected through final URL expansion and identifies how a URL was chosen. Check Google AI generated text assets separately: a headline about price or availability must match what the business can actually deliver.
Measure the business effect
Compare booking cost, revenue and lead quality before and after a change. A hotel should account for cancellations and the share of direct bookings; a B2B firm should check whether enquiries reach a sales conversation. More AI Max traffic is useful only when the added demand pays for itself. Treat this report as a diagnostic aid, not an instruction to increase budget.
A hotel example
Imagine a search for a family hotel with a children’s pool. The report pairs it with a spa weekend headline and a conference page. First check whether that combination has meaningful spend and whether bookings actually follow. If the mismatch repeats, improve the site structure or exclude the unsuitable URL. Do not exclude an entire new intent category just because one combination failed; some family queries may convert after a longer decision period.
Questions before optimisation
Which pages can final URL expansion select? Do their offers and prices remain valid? Do leads from these combinations become qualified opportunities in the CRM? Are cancellations included in the outcome? Answering these questions separates a targeting issue from a weak page or broken measurement. Log each change with its date so the team can compare similar periods later.
When the sample is too small
A handful of clicks and one conversion do not prove that a headline or landing page works. Some queries are aggregated and sales can arrive late. On a small budget, first review the intent categories and the quality of destination pages. Small percentage differences should come later. Keep a record of earlier settings; otherwise it becomes difficult to tell which edit changed performance.
Related articles
- Google Ads for hotels: how to run campaigns that sell stays
- Google Ads for a local business in Kołobrzeg: how to avoid wasting budget
- How to analyse the hotel guest journey from ad to booking
FAQ
Does it show every search?
No. Some activity falls under “Other search terms”, so combine this view with campaign outcomes.
Can AI Max select other destination pages?
Yes, where final URL expansion is enabled. Review the landing pages report and apply URL exclusions when appropriate.
Sources
Information checked: 25 September 2026. Feature access may depend on the account.