Google Ads has added four new AI Max-related columns to its reporting console: brand inclusions, locations of interest, commission and optimized targeting. The change gives advertisers direct visibility into how the AI Max campaign type is steering spend and targeting decisions that previously ran under the hood.

Industry watcher Vivek Gupta spotted the new options and flagged them publicly. "Google Ads has added some new AI Max related columns," Gupta wrote on LinkedIn, accompanying his post with a screenshot showing all four columns available for selection in the reporting interface.

Google has not issued a formal announcement confirming the rollout, so the addition currently rests on advertiser-side observation rather than an official statement. That distinction matters: the columns are visible in the console, but Google has not yet documented what each field measures or how frequently it refreshes.

What do the new columns cover?

Each column maps to a distinct AI Max capability:

• Brand inclusions — reporting on the brand-level controls that keep AI Max campaigns aligned with advertiser brand requirements
• Locations of interest — visibility into the geographic signals the system uses when matching ads to queries
• Commission — tracking tied to commission-based bidding and payment structures within AI Max campaigns
• Optimized targeting — reporting on Google's automated audience expansion, which broadens reach beyond manually set audience segments

The additions follow the pattern Google has established across its AI-driven ads products: automate the decision-making first, then layer in reporting so advertisers can audit what the automation actually did.

Why does this matter for advertisers?

AI Max campaigns hand significant control to Google's systems, from query matching to audience expansion. Until now, advertisers running these campaigns have had limited structured reporting on the specifics of that automation. Columns dedicated to brand inclusions and optimized targeting in particular give campaign managers a way to verify that automated expansion is not drifting outside intended brand or audience boundaries.

The commission column signals that Google is building out measurement infrastructure for performance-based commercial arrangements within AI Max, a space where advertisers increasingly tie ad spend to outcomes rather than impressions.

For agencies managing large portfolios, the practical effect is workflow: these fields can now be pulled into standard reports, custom columns and exports rather than reconstructed from secondary tools or anecdotal account observation.

What is confirmed and what is not?

Confirmed, based on the console screenshot shared by Gupta:

• The four column options exist in the Google Ads reporting console
• They are labeled as AI Max-related

Not yet confirmed:

• Any official Google documentation or announcement describing the columns
• Rollout scope — whether all AI Max advertisers see the options or only a subset of accounts
• Exact definitions and data refresh cadence for each field

Advertisers who do not yet see the columns in their accounts should treat availability as potentially phased, consistent with how Google typically stages reporting features.

What should you watch next?

Monitor Google's official Ads release notes and the Google Ads console over the coming weeks for documentation that defines each column, and test whether the new fields surface discrepancies between configured brand settings and actual AI Max delivery — the scenario these columns appear designed to expose.