Advertisers are starting to push back on gaps in AI Max capabilities — particularly around landing page control — as Google continues its shift away from legacy Dynamic Search Ads (DSA).
What’s happening. In a LinkedIn exchange, digital marketing expert Gabriele Benedetti raised concerns about AI Max lacking the same level of URL-based targeting controls that DSA campaigns offered.
His point: DSA allowed advertisers to structure campaigns around website architecture — using categories, URL paths and page rules to guide where traffic lands. That level of control, he argued, is not yet fully replicated in AI Max.
Why we care. For many advertisers — especially those managing large or structured websites — aligning campaign structure with site architecture is key to performance. Losing granular control over landing destinations could impact relevance, user experience and ultimately conversion rates.
This highlights a broader tension in Google Ads today: automation vs control.
Google responds. Google Ads Liaison, Ginny Marvin responded, clarifying that AI Max does support several URL-based controls, including:
- URL rules and combinations
- Page feeds with custom labels
- URL inclusions at ad group level and exclusions at campaign level
However, she acknowledged that not all DSA targeting rules are currently supported — such as “page contains” conditions.
Between the lines. Google is not removing control entirely — but it is reshaping how that control works. Instead of granular rule-building, advertisers are being pushed toward structured inputs like page feeds and labels that AI can interpret.
Migration reality check. For advertisers moving from DSA to AI Max, existing URL rules will carry over — but with limitations. Unsupported rules will remain active as read-only, meaning they’ll continue to function but cannot be edited.
That’s a temporary bridge, not a long-term solution.
What’s next. Google says it plans to expand controls further, including bringing content and title-based exclusions to the account level later this year.
This would complement AI Max’s existing “inventory-aware” features, which already exclude out-of-stock items automatically.
Bottom line. AI Max is evolving, but it’s not yet a full replacement for DSA when it comes to granular control — and advertisers are making that clear.
Dig deeper. Full discussion on LinkedIn.
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