{"id":9613,"date":"2026-04-30T12:29:08","date_gmt":"2026-04-30T10:29:08","guid":{"rendered":"https:\/\/www.geotelecom.es\/?p=9613"},"modified":"2026-07-29T09:40:10","modified_gmt":"2026-07-29T07:40:10","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_85 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 <title> of an HTML page is, together 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.\u00a0<\/p>","protected":false},"excerpt":{"rendered":"<p>After more than 10 years managing Google Ads campaigns, 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. Each of these changes has been reducing manual control and increasing the weight of automation in decision making. And with Google's announcement on April 15, the same thing is happening again. But this time we are not dealing with a new configuration or an incremental improvement: it is a change that forces us, once again, to rethink how campaigns are built and optimized. As of September 2026, campaigns with Dynamic Search Ads (DSA) will be automatically migrated to AI Max. If we don't act sooner, Google will do it for us (yet again). And with this move, something that until now was secondary becomes critical: the way the client's website is built. A bit of history: DSAs already read your website Before going into what AI Max campaigns are, it is worth remembering what DSAs were and why from the beginning they already had a direct relationship with the way a website is built. Dynamic Search Ads worked by crawling the advertiser's site to automatically generate ad titles 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 positioning: it interpreted its content and, from there, decided which searches to activate and which pages to respond with. What did this imply in day-to-day life? The quality of the website already determined the performance of the campaign. 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 the campaign configuration, but because the base from which Google started was not good. This resulted in less relevant searches, less qualified traffic and, in many cases, the need to pause or limit the campaign. On the other hand, when the website was well developed, the performance changed completely: we segmented by URL categories, excluded sections that were of no interest and controlled which pages should or should not come into play. What is AI Max and what makes it different AI Max is not simply \u00abDSA with AI\u00bb. It is a system that combines three functionalities that previously existed separately: These three functionalities have one thing in common: all three depend on the AI understanding your website well. 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. Five SEO aspects that a GAds manager can audit 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. URL architecture and site structure The way a website is organized is the first level of signal the AI receives. A URL such as: \/services\/insurance\/civil-liability-autonomous clearly explains what the page is about. In contrast, a URL based on parameters does not provide useful information. In addition, elements such as the sitemap or internal linking help define which pages are relevant within the site For AI Max to work, we need the site to have: 2. H1, H2 and H3 heading tags: the semantic skeleton of each page Headings are how a page tells Google (and AI Max) what it is about, at what level of detail, and how the information is organized. 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. For AI Max, this affects this directly. When the text customization functionality generates the title of an ad based on the content of a page, part of the headers. An H1 like \u00abLiability Insurance for Self-Employed in Madrid\u00bb gives you a rich signal. An H1 like \u00abMore information\u00bb is useless. H2 and H3 add semantic structure: they tell the AI what subtopics the page covers, what questions it answers, what aspects of the service or product are detailed. The richer and more well-structured this hierarchy is, the better the automatically generated ads will be. Title and meta description: the tags that the AI reads first The <title> of an HTML page is, along with the H1, the most powerful signal that Google receives about the topic of a URL. It's what shows up in organic search results, but it's also one of the first things the AI Max crawler reads. Common issues directly affecting campaign performance: 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, an opportunity to enrich the signal is lost. 4. Quality and consistency of content on landing pages AI Max has the ability to expand landing URLs: if it thinks there is a better page than the one the advertiser has indicated, it will use it. 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 v28.1 - 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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