AI Max for Search in Microsoft Ads: Controls
In August 2026 Microsoft made AI Max for Search available to every advertiser, switched on by default for new Search campaigns. It can find demand you would miss, and it can spend on looser queries and pages you never intended. The controls decide which.
What is AI Max for Search?
AI Max for Search is a set of AI features for Microsoft Search campaigns. It expands matching beyond your keyword list, including longer conversational queries; customizes ad text for AI-native experiences as well as search; and expands final URLs so people land on the page that best fits their query. Microsoft made it generally available on August 27, 2026, enabled by default for new Search campaigns, and it can be turned off at any time (Microsoft’s AI Max announcement).
What should your AI Max settings look like?
| Control | Setting |
|---|---|
| URL exclusions | /careers, /blog, /legal |
| Term exclusions | free, guaranteed, #1, compliant |
| Brand exclusions | Competitor brands |
| Conversion goal | Qualified opportunity |
Which controls should you set first?
- URL exclusions: stop routing to careers, blog, legal or support pages.
- Term exclusions: block words you can’t claim, such as free, guaranteed or compliant.
- Brand inclusions and exclusions: keep competitor and brand terms in their own campaigns.
- Negative keywords: still apply, so add jobs, training and free searches early.
- Conversion goals: optimize for qualified leads or opportunities from your CRM.
Microsoft says new reports show AI-matched queries, generated assets and landing page routing; review them weekly. The wider checklist is on automation guardrails.
Does AI Max improve results?
Microsoft reported that early tests showed at least an 8% increase in conversions against control campaigns, with more uplift for campaigns using exact and phrase match. That is Microsoft’s own claim on its own conversion definitions. Test it yourself against qualified pipeline, as covered on pipeline tracking. Microsoft listed AI Max among its August 2026 product updates, alongside other automation changes.
Automation amplifies your goal. Make sure it’s the right goal.
AI Max does well at what you measure. Measure qualified pipeline, not clicks or raw leads.
When should a B2B startup turn it on?
Once tracking sends qualified conversions back and your intent campaigns have clean search-term data. Before that, consider turning it off on new campaigns, or keep it on with strict exclusions and a small budget. The rollout order is on the test plan and budget page, and campaign setup on campaign structure.
Frequently asked questions
What is AI Max for Search in Microsoft Ads?
A set of AI features for Search campaigns: broader query matching, generated ad text and final URL expansion.
Is AI Max on by default?
Microsoft says AI Max is enabled by default for new Search campaigns and can be disabled at any time.
When did AI Max launch in Microsoft Ads?
Microsoft announced it as generally available to all advertisers on August 27, 2026.
Can I control which pages AI Max sends people to?
Yes. Use URL exclusions to stop final URL expansion from routing to pages you don’t want.
Do negative keywords work with AI Max?
Yes. Microsoft says negative keywords, bidding, budgets and conversion goals still apply.
Does AI Max increase conversions?
Microsoft reported at least 8% more conversions in early tests. Verify it against your own qualified pipeline.
Should B2B startups use AI Max?
After tracking qualified conversions works, with exclusions set and a weekly search-term review.
Sources & further reading
Standards and platform rules change. These sources let you verify the current requirements directly. All screens shown are mock-ups of fictional products.