Microsoft opened AI Max to Search campaigns, with a landing page report alongside
In an announcement dated August 27, 2026 Microsoft Advertising said AI Max is now available in Search campaigns. The suite carries search term matching, text customization and final URL expansion. A new reporting template shipped with the release, showing which query reached which landing page.
AI Max became available in Microsoft Search campaigns
In a blog post dated August 27, 2026 Microsoft Advertising announced that AI Max is now available in Search campaigns. The post was written by Carolyn Chou.
Per the announcement AI Max brings three capabilities to standard Search campaigns: search term matching, text customization and final URL expansion.
Microsoft says built in reporting, brand controls, term exclusions and existing campaign settings give advertisers the visibility and control to test and guide performance.
Per Search Engine Roundtable, a new reporting template also shipped as part of this release: the search term landing page report.
A report showing which query went to which page
Per Microsoft's description, search term matching expands reach beyond the advertiser's keyword list. The system uses keywords, ads, landing pages and other contextual signals to uncover relevant searches not being reached today. The announcement notes a single user prompt may generate multiple underlying searches.
Text customization generates and tests additional messaging variations from existing assets and website content, then selects the most appropriate combination at auction time.
Final URL expansion routes the user to the page that best matches their intent rather than a static landing page. Microsoft frames this as creating a more consistent experience across query, creative and website.
Per Search Engine Roundtable the new search term landing page report was announced by Microsoft Ads liaison Navah Hopkins. It stands apart from the search terms report, which mixes sources, and from the search term insights report, which covers Performance Max only.
The report's default columns are search term, final URL, campaign, ad group, headline, delivered match type, final URL source, impressions, clicks, spend, conversions and conversion rate.
Because AI Max can dynamically serve a different address depending on the query, the final URL and final URL source columns can show different values. Microsoft also states, based on its own data, that ads within Copilot experiences drive 101 percent higher engagement than traditional Search ads, and that journeys involving Copilot saw a 53 percent increase in purchases within 30 minutes of that interaction.
As automation grows, the audit report becomes mandatory
The assessment in this section is ours. Final URL expansion hands one of the advertiser's most basic controls to the system: which page the user will land on.
That handover is a good thing when it works. If the user reaches the page for the product they searched for, conversion rises. When it does not, the promise between ad and page breaks and budget drains.
This is exactly why the report matters more than the feature. An advertiser who cannot see which query went to which page cannot know whether the system is working well or badly.
The second point is where figures like 101 percent and 53 percent come from. They are Microsoft's own data rather than independent measurement. Without knowing the comparison setup, those rates should not be turned into a target.
The third is the shared pattern across automation suites. Google has a similar structure: broad match style capture, automatic creative and a dynamic landing page. The advertiser's job increasingly becomes drawing boundaries and auditing rather than building campaigns.
What it means for businesses in Türkiye
The assessment below does not appear in the sources, it is our reading. The announcement carries no Türkiye specific information.
Microsoft Advertising is not used as widely as Google in Türkiye, but in categories with low unit costs and thin competition it can be a meaningful channel for small budgets.
The part that matters most here is language. Automatic page selection and automatic text generation can produce more fragile results in Turkish, a language that works through suffixes.
That makes the search term landing page report even more critical in Turkish accounts. Without seeing which page a query went to, there is no way to understand what automatic matching is doing on the language side.
A practical suggestion: define brand controls and term exclusions before switching the feature on, then read the report weekly for the first two weeks. Leaving automation unaudited is the same as leaving the budget unaudited.
Another point is site structure. Final URL expansion works well only if your site genuinely has a separate, substantial page for each service or product. A single page site cannot benefit from this feature.
The UNALSOFT take
Advertising management here means writing two things down before any automation feature is switched on: the boundaries the system may not cross, and the report we will read the outcome in. Without boundaries, automation starts editing the brand voice; without a report, nobody knows what worked. In Turkish accounts we add one more item: a language check on generated copy. A headline that is grammatically correct but sounds foreign damages brand perception before it touches click rate. On final URL expansion most of the work is not in the ad account but on the site: unless each service has a separate, substantial page that genuinely answers that intent, the system cannot pick the right one. Automation does not replace good site architecture, it rewards it.
Who draws the boundaries for the automation?
Let us define your campaign boundaries and the audit report together.