The world of Google Ads is undergoing a significant transformation, with the rise of AI Max and the decline of legacy Dynamic Search Ads (DSA). While AI Max promises to revolutionize the way advertisers target and engage with their audiences, some are questioning the level of control they have over their campaigns.
The Gap in Control: Advertisers’ Concerns
Digital marketing expert Gabriele Benedetti recently raised concerns about the limitations of AI Max in terms of URL-based targeting controls. In a LinkedIn exchange, he pointed out that DSA campaigns allowed advertisers to structure their campaigns around website architecture, using categories, URL paths, and page rules to guide where traffic lands. This level of control, he argued, is not yet fully replicated in AI Max.
For many advertisers, aligning campaign structure with site architecture is crucial for 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’s Response: Clarifying AI Max’s Capabilities
Google Ads Liaison, Ginny Marvin, responded to Benedetti’s concerns, 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, Marvin acknowledged that not all DSA targeting rules are currently supported, such as
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