Google Ads Search Campaign Management

Why the search terms report matters more than the keyword list

Keywords set which searches an ad is eligible for; the search terms report shows which ones it actually entered. In accounts running broad match with Smart Bidding, the gap between those two lists grows fast. We read the report daily for the first two weeks, then weekly, and add irrelevant queries to negative keyword lists.

A pattern we often find in accounts we take over: branded searches sit inside the non-brand campaign, so the reported cost per conversion looks lower than it really is. Once brand and non-brand campaigns are separated, the true acquisition cost shows up. We review content and offer gaps together with our keyword strategy work.

AI Max for Search: which ad groups we turn it on for

AI Max is not a separate campaign type but a setting inside a Search campaign. It has three parts: search term matching beyond your keywords, headlines and descriptions customized to the query, and sending users to a better-matching final URL on the site. It requires either the Maximize conversions or the Maximize conversion value bid strategy.

We test the setting first in campaigns with a wide product range and well-structured landing pages. In sectors where copy needs approval, such as legal, healthcare or finance, we keep text customization off. With final URL expansion, we exclude pages that should never receive ad traffic, such as campaign or careers pages, from the start.

Dynamic Search Ads to AI Max: the migration timeline

According to Google's announcement updated in June 2026, the move from DSA to AI Max is happening in stages. Upgrading without knowing the timeline can wipe out page targets, URL exclusions and feed-based targeting built up over years. That is why we export and store existing DSA targets and performance history before upgrading.

• The voluntary upgrade tool is available; it moves DSA targets into standard ad groups.
• As of September 2026, new DSA campaigns can no longer be created.
• Automatically created assets and the campaign-level broad match setting are being upgraded from September 2026.
• Automatic upgrades of DSA are planned to begin in February 2027.

How we write responsive search ads

A responsive search ad accepts up to 15 headlines and 4 descriptions. Filling every slot gains nothing on its own; the headlines need to be genuinely different. We group headlines by theme, such as price, delivery, trust and product features, and write several options for each. In Türkiye, details such as installment options, same-day shipping and return periods noticeably affect click-through rate.

We pin headlines only for mandatory text such as legal disclaimers or the brand name. Pinning every position cuts the number of combinations and lowers Ad Strength. Since whether a click turns into a sale depends heavily on the landing page, we send pages that load slowly on mobile to our page speed work.

Search Campaigns: when do we recommend it?

How we manage Search Campaigns

1. Query mapWe group brand, competitor, category and problem-led queries into separate clusters.
2. Campaign splitWe build brand and non-brand campaigns, and product groups with different margins, on separate budgets.
3. Negative listsWe create shared account-level lists for irrelevant queries such as jobs, free or second-hand.
4. AI Max testWe switch the setting on in selected campaigns and measure its effect with search term and URL reports.
5. Ad copy rotationWe replace low-performing headlines once a month based on the asset report.

Search Campaigns: metrics and requirements

The Brand Move Google Ads Team

To learn more about Search Campaigns or other Google Ads ad formats, contact The Brand Move Google Ads team today.

Contact us now