Microsoft's AI Max for Search ads rolls out globally — with brand controls built in
Microsoft is taking AI Max for Search campaigns worldwide, adding search-term matching, text customization, and final URL expansion on top of existing keyword campaigns. What stands out: ad-group-level settings stay put, and brand inclusions/exclusions, term exclusions, and URL rules ship on day one — a direct nod to advertiser feedback. Google Ads imports carry AI Max settings over, except DSA-originated campaigns get converted back. Automated reach, but with guardrails.