Microsoft Advertising AI Max Search Term Landing Page Report – What SEO Professionals Need to Know

AI Max’s global rollout introduced a new “Search term landing page” reporting template. Navah Hopkins, Microsoft Ads Liaison, confirmed the report gives advertisers full insights into all parts of AI Max’s performance. The default columns are Search term, Final URL, Campaign, Ad Group, Headline, Delivered match type, Final URL source, Impressions, Clicks, Spend, Conversions and Conversion rate.

how does ai max match search terms?

AI Max can dynamically serve relevant URLs based on a user's query, and the query is recorded in the Search term landing page report. The report shows the exact search term that triggered the ad, letting you see how AI Max paired queries with URLs.

what columns are in the ai max search term landing page report?

The template ships with twelve columns: Search term, Final URL, Campaign, Ad Group, Headline, Delivered match type, Final URL source, Impressions, Clicks, Spend, Conversions and Conversion rate. These fields appear in the screenshot Navah Hopkins shared on LinkedIn and provide a complete view of each query’s performance.

how is the search term landing page report different from the regular search terms report?

The regular Search terms report mixes data from AI Max, Performance Max (PMax) and standard search campaigns, and it aggregates at the keyword level. In contrast, the Search term landing page report is a distinct, AI Max‑only view that includes the landing‑page‑specific columns described above. It therefore offers granular insight into how AI Max connects queries to URLs, which the mixed report does not provide.

can i see ai max matched queries in the normal search term report?

Yes. The traditional Search term report still lists AI Max‑matched queries at the keyword level, but it lacks the landing‑page details such as Final URL source and Delivered match type. Use the normal report if you only need a high‑level view of query volume and spend.

what does the delivered match type column mean?

The report includes a Delivered match type column; the source does not provide a definition of this field.

Will the new 'Search term landing page' report replace the data I currently get from the standard 'Search terms' and 'Search term insights' reports for AI Max, or do I need to use it alongside them?

The new report is distinct from the existing Search terms report (which mixes AI Max, PMax, and standard Search data) and the Search term insights report (which focuses on PMax).

How will the differences between the 'Final URL' and 'Final URL source' columns affect my landing page performance analysis and optimization decisions?

If you notice higher conversion rates from dynamically served URLs, you might expand the pool of eligible landing pages. Conversely, if performance lags, you may need to refine URL assets or adjust targeting rules to guide AI Max toward higher‑value pages.