{"id":9613,"date":"2026-04-30T12:29:08","date_gmt":"2026-04-30T10:29:08","guid":{"rendered":"https:\/\/www.geotelecom.es\/?p=9613"},"modified":"2026-08-26T12:43:50","modified_gmt":"2026-08-26T10:43:50","slug":"dsa-ai-max-web-hoods","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/","title":{"rendered":"DSAs disappear: AI Max exits beta and the web becomes key"},"content":{"rendered":"<p class=\"wp-block-paragraph\">After more than <strong>10 years managing Google Ads campaigns<\/strong>, We have experienced many changes: the arrival of Smart Bidding, the transition to responsive ads (RSA), the adoption of Automated Shopping, and its subsequent disappearance, the emergence of Performance Max, and many other movements that have been transforming the platform.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Each of these changes has been reducing manual control and increasing the weight of automation in decision making.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And with the announcement made by Google on April 15, the same thing happened again. But this time we are not looking at a new configuration or an incremental improvement: it is a change that forces us, once again, to <strong>rethinking how campaigns are built and optimized<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As of September 2026, <a href=\"https:\/\/blog.google\/products\/ads-commerce\/dsa-upgrade-to-ai-max-2026\/\">campaigns with Dynamic Search Ads (DSA) will be automatically migrated to AI Max<\/a>. If we don't act first, Google will do it for us (once again).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And with this move, something that until now was secondary becomes critical: the way in which the client's website is built.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#Un_poco_de_historia_las_DSA_ya_leian_tu_web\" >A bit of history: DSA already read your website<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#%C2%BFQue_implicaba_esto_en_el_dia_a_dia\" >What did this imply on a day-to-day basis?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#Que_es_AI_Max_y_que_lo_hace_diferente\" >What is AI Max and what makes it different<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#Cinco_aspectos_SEO_que_un_gestor_de_GAds_puede_auditar\" >Five SEO aspects that a GAd manager can audit<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#1_Arquitectura_de_URLs_y_estructura_del_sitio\" >1. URL architecture and site structure<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#2_Etiquetas_de_encabezado_H1_H2_y_H3_el_esqueleto_semantico_de_cada_pagina\" >2. H1, H2 and H3 heading tags: the semantic skeleton of each page.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#3_Title_y_meta_description_las_etiquetas_que_la_IA_lee_primero\" >3. Title and meta description: the tags that AI reads first<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#4_Calidad_y_coherencia_del_contenido_en_las_landing_pages\" >4. Quality and consistency of content on landing pages<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#5_Control_de_que_paginas_NO_debe_usar_la_IA\" >5. Control of which pages the AI should NOT use<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#El_gestor_PPC_entre_la_IA_y_el_negocio\" >The PPC manager: between AI and the business<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/campanas-dsa-ai-max-web\/#Checklist_antes_de_migrar_a_AI_Max_revisa_esto\" >Checklist: before migrating to AI Max, check this out<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Un_poco_de_historia_las_DSA_ya_leian_tu_web\"><\/span>A bit of history: DSA already read your website<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before entering <a href=\"https:\/\/www.geotelecom.es\/en\/blog\/ai-max-google-ads-search-bells\/\">what are AI Max campaigns<\/a>, It is worth remembering what DSAs were and why from the beginning they were directly related to the way in which a website is built.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dynamic Search Ads <strong>worked by crawling the advertiser's site to automatically generate ad titles.<\/strong> and select the most relevant landing pages for each search.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In practice, Google was analyzing the web in much the same way as it does for the <strong>organic positioning<\/strong>It interpreted its content and, from there, decided which searches to activate and which pages to respond with.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_implicaba_esto_en_el_dia_a_dia\"><\/span>What did this imply on a day-to-day basis?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">What <strong>the quality of the website already marked the campaign's performance<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the structure was confusing, if the pages did not have a clear hierarchy, if the URLs were not descriptive or if the content was poor, the DSAs performed worse. Not because of campaign configuration, but because the base from which Google started was not good.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This resulted in less relevant searches, less qualified traffic and, in many cases, the need to pause or limit the campaign.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the other hand, <strong>when the web was well worked, the performance changed completely<\/strong>We segmented by URL categories, excluded sections that were not of interest and controlled which pages should or should not be included.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Que_es_AI_Max_y_que_lo_hace_diferente\"><\/span>What is AI Max and what makes it different<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">AI Max is not simply \u00abDSA with AI\u00bb. It is a system that combines three functionalities that previously existed separately:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Search term matching<\/strong>AI identifies relevant searches beyond the keywords you have configured, based on your web content and real-time intent signals.<\/li>\n\n\n\n<li><strong>Text customization<\/strong>Ad text generation: it generates ad texts adapted to each search, drawing on the content of your pages.<\/li>\n\n\n\n<li><strong>Final URL expansion<\/strong>The site's landing page: autonomously chooses which page of the site is the most relevant for each specific search, even if it is not the URL that you had indicated as the destination.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">These three features have something in common: <strong>all three depend on the AI understanding your website well<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the Google bot reads your website and finds pages with vague titles, non-existent header structure, duplicate content or URLs without logic, it will make poor decisions. It will send users to the wrong pages. It will generate generic titles (and customers will call us to complain) and display ads on searches irrelevant to the business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cinco_aspectos_SEO_que_un_gestor_de_GAds_puede_auditar\"><\/span>Five SEO aspects that a GAd manager can audit<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It's not about becoming a technical SEO overnight. But it is about knowing what signals we are giving Google's AI, and making sure they are the right ones. These are the critical points.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Arquitectura_de_URLs_y_estructura_del_sitio\"><\/span>1. URL architecture and site structure<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The way a website is organized is the first level of signal the AI receives. A URL such as: <em>\/services\/insurance\/civil-liability-autonomous-employers<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">clearly explains what the page is about.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In contrast, a parameter-based URL does not provide useful information.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition, elements such as the sitemap or internal linking help to define which pages are relevant within the site.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For AI Max to work, we need the site to have:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Clean, hierarchical and descriptive URLs<\/strong>, without unnecessary parameters or numeric IDs as unique identifiers.<\/li>\n\n\n\n<li><strong>An updated XML sitemap<\/strong>, which acts as an explicit sitemap. If a page is not in the sitemap, it has a good chance of not being crawled or considered by AI Max.<\/li>\n\n\n\n<li><strong>Consistent internal linking<\/strong>Important pages should receive links from other pages on the site. An \u00aborphaned\u00bb page, without any internal link pointing to it, is practically invisible to the crawler and therefore to the AI.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Etiquetas_de_encabezado_H1_H2_y_H3_el_esqueleto_semantico_de_cada_pagina\"><\/span>2. H1, H2 and H3 heading tags: the semantic skeleton of each page.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Headings are the way a page tells Google (and AI Max) what it's about, at what level of detail, and what it's about. <strong>how the information is organized<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The H1 is the main title of the page. There should be only one per page, and it should clearly describe the main topic. It sounds obvious, but in practice it is one of the most frequent problems: pages with generic H1 (\u00abWelcome\u00bb, \u00abOur services\u00bb, \u00abHome\u00bb), pages without H1, or pages where the H1 is the name of the company and not the subject of the content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For AI Max, this has a direct effect. When the functionality of <em>text customization<\/em> <strong>generates the title of an ad based on the content of a page<\/strong>, part of the headings. An H1 like \u00abLiability Insurance for Self-Employed in Madrid\u00bb gives you a rich signal. An H1 like \u00abMore information\u00bb is useless.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>H2 and H3 add semantic structure: they tell the AI which subtopics are covered by the page.<\/strong>, The more rich and well-structured this hierarchy is, the better the automatically generated ads will be. The richer and more well-structured this hierarchy is, the better the automatically generated ads will be.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Title_y_meta_description_las_etiquetas_que_la_IA_lee_primero\"><\/span>3. Title and meta description: the tags that AI reads first<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The <em>title <\/em>on an HTML page is, along with the H1, <strong>the strongest signal that Google receives about the subject of a URL<\/strong>. It's what shows up in organic search results, but it's also one of the first things the AI Max crawler reads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Frequent problems that directly affect campaign performance:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Duplicate titles<\/strong>Multiple pages with the same title make it impossible for the AI to differentiate between them. If you have ten product pages with the same generic title, AI Max will not know which one to choose for each search.<\/li>\n\n\n\n<li><strong>Vague or too short titles<\/strong>Home - Company S.L.\u00ab does not describe anything. \u00bbIndustrial machinery rental in Valencia - Company S.L.\u00ab does.<\/li>\n\n\n\n<li><strong>Titles that do not match H1<\/strong>: small inconsistencies that generate semantic noise for the crawler.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The meta description, while no longer directly influencing organic ranking, still provides semantic context to the bot. Think of it as a second layer of content description. If it is empty or generic, you miss an opportunity to enrich the signal.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Calidad_y_coherencia_del_contenido_en_las_landing_pages\"><\/span>4. Quality and consistency of content on landing pages<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AI Max has the ability to expand the destination URLs: if it considers that there is a better page than the one the advertiser has indicated, it will use it. This can be an advantage or a serious problem, depending on the quality of the site's content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The SEO concept of <em>thin content<\/em> (pages with very little text, superficial or duplicate content) becomes a direct campaign problem. If AI Max sends users to a page with two short paragraphs and no clear call to action, the cost per conversion will go up, the Quality Score will go down and the results will get worse.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some warning signs to check:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Category or service pages with<strong> less than 200-300 words of original content<\/strong>.<\/li>\n\n\n\n<li>Pages where the main text is practically the same in different URLs (<strong>duplicate content<\/strong>).<\/li>\n\n\n\n<li>Pages that <strong>do not clearly respond to the user's search <\/strong>that would come from a commercial search.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_Control_de_que_paginas_NO_debe_usar_la_IA\"><\/span>5. Control of which pages the AI should NOT use<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This is the<strong> equivalent to URL exclusions in DSA<\/strong>, but with more nuances. In AI Max, we can indicate which URLs we want to include or exclude from the inventory that AI uses to make <em>URL expansion<\/em>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But to get it right, you first need to know <strong>which pages should not be used as landing pages in any case<\/strong>: privacy policy pages, legal pages, team pages, error pages, under construction pages, informative blog articles that do not have a conversion goal, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This seems obvious, but in practice it is very easy to migrate to AI Max without checking what is on the site, and the AI ends up sending paid traffic to pages that should never have received that traffic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"El_gestor_PPC_entre_la_IA_y_el_negocio\"><\/span>The PPC manager: between AI and the business<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google's AI is very powerful, but <strong>has no business criteria<\/strong>. It does not understand the customer context: it does not know if a company sells only in certain areas, if a blog page is outdated or if a form has stopped working after a web change.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That context is only available to those who work with the business.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The manager not only interprets campaigns: he or she understands <strong>how the client's website is built<\/strong> and detects problems before they impact ad spend. You can speak to development with precision: \u201cThis URL needs a more descriptive H1 because AI Max is using it as a landing and the ad is too generic\u201d, or with content: \u201cThis page needs more depth so the system understands the offer better\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In short, the value of the manager with technical SEO knowledge lies in<strong> connecting three worlds that have traditionally worked separately<\/strong>paid media, SEO and web development.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And in the current scenario, that bridge is a key part of the system.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Checklist_antes_de_migrar_a_AI_Max_revisa_esto\"><\/span>Checklist: before migrating to AI Max, check this out<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you have active DSA campaigns, we recommend you take a look at this, before September arrives:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>H1<\/strong>Do all the main pages of the site have a unique and descriptive H1?<\/li>\n\n\n\n<li><strong>Titles<\/strong>Are they unique and clearly reflect the theme of each page?<\/li>\n\n\n\n<li><strong>URLs<\/strong>Are they clean, hierarchical and without unnecessary parameters?<\/li>\n\n\n\n<li><strong>Sitemap<\/strong>Is it up to date and does it include all relevant pages?<\/li>\n\n\n\n<li><strong>Content<\/strong>Are there pages with thin content that AI Max could choose as landing pages?<\/li>\n\n\n\n<li><strong>Pages to exclude<\/strong>Are you aware of the URLs that should never receive paid traffic?<\/li>\n\n\n\n<li><strong>Internal linking<\/strong>Are there important pages that do not receive any internal links?<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">None of these tasks require you to be a senior SEO. It requires having a crawling tool, such as Screaming Frog, and a willingness to look at the web with different eyes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We can see the <strong>change from DSA to IA Max<\/strong> as a threat or as an opportunity: we prefer to do what we have done so many times before in Geotelecom (and will continue to do): adapt our way of working to this new reality and learn along the way.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you want to know more about how our team works, please contact us. <a href=\"https:\/\/www.geotelecom.es\/en\/google-ads-agency\/\">Google Ads experts<\/a> as that of <a href=\"https:\/\/www.geotelecom.es\/en\/seo-agency\/\">web positioning<\/a>, Contact us and we will advise you on the whole process.&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>After more than 10 years managing Google Ads campaigns, we\u2019ve seen many changes: the arrival of Smart Bidding, the transition to responsive ads (RSA), the adoption of automated Shopping\u2014and its subsequent phase-out\u2014the emergence of Performance Max, and many other developments that have transformed the platform. Each of these changes has gradually reduced manual control and increased the role of automation in decision-making. And with the announcement Google made on April 15, the same thing is happening again. But this time, we\u2019re not dealing with a new setting or an incremental improvement: it\u2019s a change that forces us, once again, to rethink how campaigns are built and optimized. Starting in September 2026, campaigns using Dynamic Search Ads (DSA) will be automatically migrated to AI Max. If we don\u2019t act first, Google will do it for us (once again). And with this move, something that was previously secondary has become critical: the way the client\u2019s website is built. A little background: DSAs already scanned your website Before diving into what AI Max campaigns are, it\u2019s worth recalling what DSAs were and why, from the very beginning, they had a direct relationship with how a website is built. Dynamic Search Ads worked by crawling the advertiser\u2019s site to automatically generate ad headlines and select the most relevant landing pages for each search. In practice, Google analyzed the website in much the same way as it does for organic search results: it interpreted its content and, based on that, decided which searches to trigger and which pages to display in response. What did this mean in day-to-day operations? It meant that the quality of the website already determined the campaign\u2019s performance. If the structure was confusing, if the pages lacked a clear hierarchy, if the URLs weren\u2019t descriptive, or if the content was poor, DSAs performed worse. This wasn\u2019t due to campaign settings, but because Google\u2019s starting point wasn\u2019t sound. This resulted in irrelevant searches, lower-quality traffic, and, in many cases, the need to pause or limit the campaign. On the other hand, when the website was well-designed, performance changed completely: we segmented by URL categories, excluded sections that weren\u2019t relevant, and controlled which pages should or shouldn\u2019t be included. What Is AI Max and What Makes It Different? AI Max isn\u2019t simply \u00abDSA with AI.\u00bb It\u2019s a system that combines three features that previously existed separately: These three features have something in common: all three depend on AI fully understanding your website. If Google\u2019s bot crawls your website and finds pages with vague titles, a non-existent heading structure, duplicate content, or illogical URLs, it will make poor decisions. It will send users to the wrong pages. It will generate generic titles (and customers will call us to complain) and display ads in search results that are irrelevant to the business. Five SEO Aspects a Google Ads Manager Can Audit It\u2019s not about becoming a technical SEO expert overnight. But it is about understanding what signals we\u2019re sending to Google\u2019s AI\u2014and making sure they\u2019re the right ones. These are the critical points. 1. URL Architecture and Site Structure The way a website is organized is the first level of signal the AI receives. A URL like: \/services\/insurance\/civil-liability-for-self-employed clearly explains what the page is about. In contrast, a parameter-based URL doesn\u2019t provide useful information. Additionally, elements like the sitemap and internal linking help define which pages are relevant within the site. For AI Max to work, the site needs to have: 2. H1, H2, and H3 heading tags: the semantic framework of each page. Headings are how a page tells Google (and AI Max) what it\u2019s about, the level of detail provided, and how the information is organized. The H1 is the page\u2019s main title. There should be only one per page, and it should clearly describe the main topic. It sounds obvious, but in practice, it\u2019s one of the most common issues: pages with generic H1s (\u00abWelcome,\u00bb \u00abOur Services,\u00bb \u00abHome\u00bb), pages without an H1, or pages where the H1 is the company name rather than the topic of the content. This directly affects AI Max. When the text customization feature generates an ad title based on a page\u2019s content, it draws from the headings. An H1 like \u00abLiability Insurance for Self-Employed Individuals in Madrid\u00bb provides a very rich signal. An H1 like \u00abMore Information\u00bb is useless. H2 and H3 tags add semantic structure: they tell the AI which subtopics the page covers, which questions it answers, and which aspects of the service or product are detailed. The richer and better-structured that hierarchy is, the better the automatically generated ads will be. 3. Title and meta description: the tags the AI reads first The title of an HTML page is, along with the H1, the most powerful signal Google receives about a URL\u2019s topic. It\u2019s what appears in organic search results, but it\u2019s also one of the first things the AI Max crawler reads. Common issues that directly affect campaign performance: The meta description, although it no longer directly influences organic rankings, continues to provide semantic context to the bot. Think of it as a second layer of content description. If it\u2019s empty or generic, you\u2019re missing an opportunity to enrich the signal. 4. Content Quality and Consistency on Landing Pages AI Max has the ability to expand destination URLs: if it determines there\u2019s a better page than the one the advertiser specified, it will use that one. This can be an advantage or a problem<\/p>","protected":false},"author":13,"featured_media":9614,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21,23],"tags":[],"class_list":["post-9613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","category-posicionamiento-web"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>DSA desaparecen y llega AI Max: la web pasa a ser clave en Google Ads<\/title>\n<meta name=\"description\" content=\"Google migra las DSA a AI Max y cambia la forma de crear campa\u00f1as. 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