Google is updating AI Max reporting: what advertisers may gain

In brief: Google has announced two AI Max updates designed to give advertisers clearer guidance and reporting. AI Brief is expanding its closed beta to more languages, while a planned report will connect the search term, creative assets and landing page in one view.

What is changing?

According to Google's official announcement dated September 23, 2026, the AI Brief closed beta is expanding to Dutch, French, German, Italian, Japanese, Portuguese and Spanish. The feature lets advertisers describe their business, audience and key messages to AI Max in natural language.

Google also announced a unified Search ads journey report. It is intended to show which search terms triggered an ad, which creative assets a user saw and where that user landed. Google says more details and availability information will follow later in the year, so advertisers should not assume that the feature is already active in every account.

Why could this matter in Azerbaijan?

One of the persistent challenges in AI-led campaigns is understanding which combination of query, creative and landing page produced a result. If the report works as described, advertisers in Azerbaijan may be able to diagnose mismatches across the complete journey instead of reviewing clicks and conversions in isolation.

For example, a high-intent media planning query should not automatically send every visitor to a generic homepage. A clearer journey view may reveal where the search intent, message and destination fail to align. The same principle applies to ecommerce, real estate, education and B2B lead generation.

What should marketing teams do now?

• Audit measurement: separate primary and secondary conversions and confirm that forms, calls and sales stages are recorded correctly.

• Use consistent asset naming: label creatives by message, audience, format and offer so that comparisons remain actionable.

• Map landing pages to intent: define which page should answer each major search need before increasing automation.

• Run controlled tests: compare AI Max against predefined KPIs instead of changing the entire budget at once.

• Verify account availability: confirm the feature in the Google Ads interface for the relevant market, language and account before changing workflows.

Marketing Partner's view

The most valuable part of this announcement is not simply more automation. It is the possibility of understanding automated decisions more clearly. Platform data should still be evaluated alongside sales data, media strategy and landing-page quality.

Businesses that want to review their query, creative and landing-page structure can explore Marketing Partner's Search Engine Marketing and digital marketing services.

Source: Google Ads & Commerce, September 23, 2026. This article was analysed and adapted for the Azerbaijani market by Marketing Partner.