NEW AI MAX COLUMNS SHOW WHERE THE AUTOMATION SENT YOUR BUDGET.
Google Ads has added new AI Max columns to its reporting: brand inclusions, locations of interest, commission and optimized targeting. If your Search campaigns use AI Max, these columns give you a clearer view of what the automation is doing. They only help if someone looks at them, so this post explains what AI Max is, what to compare, and a short monthly routine for local businesses.
AT A GLANCE
By Conqueror Capital · Published
The short answer: add the new AI Max columns to your campaign view, compare locations of interest with the areas you really serve, and check whether the extra searches turned into calls or bookings.
WHAT WAS ADDED
Search Engine Roundtable reported on October 8, 2026 that Google Ads is adding new AI Max related columns to the reporting console: brand inclusions, locations of interest, commission and optimized targeting.1 The coverage did not define each column in detail, so read the column description inside your own account before relying on it.
WHAT AI MAX IS, IN PLAIN ENGLISH
Google describes AI Max as a suite of targeting and creative features for Search campaigns that uses real-time signals to refine who sees your ads and what they say.2 In practice it can match your ads to searches beyond your exact keywords, adjust ad text and send people to the landing page it thinks fits best.
Two of the new columns relate to controls you can set:
- Brand inclusions limit ads to searches related to the brands you list, such as your own business name or brands you are an authorised dealer for.4
- Locations of interest is an optional ad group setting for reaching people searching for or interested in specific places. People must still meet the campaign's own location targeting.2
Google's AI Max reporting page already shows search terms with the ad text and landing page used, and marks Google-written text as "Google AI" in asset reports.3 The new columns add to that view.
WHAT A LOCAL ADVERTISER SHOULD COMPARE
- Are we showing in places we serve? Compare the locations in your reports with your real service area. A plumber who covers three towns gains nothing from clicks two hours away.
- Are the extra searches relevant? Open the search terms view and read the terms that came from AI Max matching. Add negative keywords for anything you do not offer.
- Did it bring calls and bookings? Clicks are not the goal. Compare the AI Max traffic with your tracked calls, forms and booked jobs. Without conversion tracking, you cannot judge it.
Our guide to keywords and negative keywords shows how to clean up search terms, and tracking phone calls from Google covers measuring calls.
A SIMPLE MONTHLY ROUTINE
- Add the new AI Max columns to your saved campaign view so they are there every time.
- Sort locations by cost and mark any outside your service area.
- Read the top search terms from AI Max matching and add negatives where needed.
- Check the landing pages it chose. Make sure each one is a page you want new customers to land on.
- Compare cost with tracked calls and bookings, then decide whether to keep, limit or switch off each AI Max feature.
Automation can work well for local businesses, but only with a person reviewing it. Our Google Ads guide for local businesses walks through the full setup.
WHAT CHANGES FOR MULTI-LOCATION AND ENTERPRISE ACCOUNTS
Larger accounts often run one campaign per region or branch. AI Max settings and the new columns help, but only if they are reviewed the same way across the account:
- One location map. Keep a single list of which branch serves which area, and check locations of interest against it.
- Brand rules. Agree once which brand names each campaign may appear for, then apply brand inclusions consistently.
- A shared report. Build a saved report with the new columns by campaign, so regional managers see the same view.
- Test before rolling out. Turn AI Max on for a few campaigns first and compare with similar campaigns where it is off.
See our mid-size and enterprise page for how we run this for larger teams.
FAQ
What new AI Max columns did Google Ads add?
Search Engine Roundtable reported on October 8, 2026 that Google Ads added AI Max columns for brand inclusions, locations of interest, commission and optimized targeting.
What is AI Max for Search campaigns?
Google describes AI Max as a suite of targeting and creative features for Search campaigns that uses real-time signals to refine targeting and ad text. It can match ads to searches beyond your exact keywords.
What are locations of interest in AI Max?
An optional ad group setting for reaching people searching for or interested in specific places. Google says they must still meet the campaign's own location targeting.
Should a small local business use AI Max?
It can work, but only with conversion tracking in place and a monthly review of search terms, locations and landing pages. Without that, you cannot tell whether it helps.
How often should I check the AI Max columns?
At least monthly, and after any change to budgets, service areas or landing pages.
SOURCES
- Search Engine Roundtable, Google Ads AI Max Columns: Brand Inclusion, Commission, Locations Of Interest & Optimized Targeting (October 8, 2026).
- Google Ads Help, How AI Max for Search campaigns works.
- Google Ads Help, About reporting in AI Max for Search campaigns.
- Google Ads Help, About brand settings for Search and Performance Max.
Platforms change often. Check the sources for the current version before acting.
KEEP READING
BOOK A STRATEGY CALL
Using AI Max and not sure where the budget is going? Book a 15-minute call and we will review your campaign reports with you.