Google quietly rolled out a new Sources column in its AI Max Search Term Reports – giving advertisers their first real look at where AI Max traffic is coming from and how Google’s automation is matching queries.
What’s new. The new Sources data reveals how AI Max is driving traffic through:
- Landing pages and URL inclusions — showing which of your pages Google used to match search intent.
- AI Max expanded matches — indicating when traffic came from Google’s algorithmic expansions beyond your set keywords.
Why we care. Until now, advertisers had limited visibility into how AI Max decides which searches trigger ads. This new data helps clarify whether traffic is being driven by relevant pages or overly broad matches – a key step toward understanding AI-driven campaign performance.
What to do:
- Review landing page matches: Make sure search terms align with your page content. If not, your site or feed may need tighter keyword alignment.
- Analyze expanded matches: Track ROAS and CPA against standard match types to see if AI-driven expansions are actually adding value.
- Monitor over time: Patterns in these sources can reveal whether AI Max is learning effectively or wasting spend.
Bottom line. This Sources column gives advertisers long-missing visibility into AI Max’s matching logic — turning what used to be a black box into something you can finally analyze and optimize.
First seen. This update was picked up by Google Ads specialist Thomas Eccel.
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