{"id":9414,"date":"2026-11-02T09:29:47","date_gmt":"2026-11-02T06:29:47","guid":{"rendered":"https:\/\/ivitskiy.com\/blog\/?p=9414"},"modified":"2026-11-02T09:29:47","modified_gmt":"2026-11-02T06:29:47","slug":"final-url-expansion-google-ads","status":"publish","type":"post","link":"https:\/\/ivitskiy.com\/blog\/en\/final-url-expansion-google-ads\/","title":{"rendered":"Final URL Expansion in Google Ads: On or Off"},"content":{"rendered":"
In short:<\/strong> Google may show a different page of your domain in place of the address you set, if it fits the search better. In the account this setting is called «Final URL expansion». Without exclusions it can send people to pages you never meant to advertise.<\/div>\n\n\n

Final URL expansion lets Google replace the landing page you chose with a more relevant page from the same domain, based on what the person searched for. My rule is simple. If one page is the only path to a lead, turn it off. If your site has separate pages for separate services or products, leave it on, but exclude the pages that are not meant for ads.<\/p>\n\n\n\n

The setting lives in two places. In Performance Max campaigns it is on by default. In Search campaigns it is part of AI Max and is also on by default when you turn AI Max on. For the campaign type itself, see the guide to Performance Max in Google Ads<\/a>. This article is about one setting only.<\/p>\n\n\n\n

Where it works and what it depends on<\/h2>\n\n\n\n

In Performance Max you turn it off by unchecking the box during setup or later in the campaign settings. It is not supported for Performance Max campaigns that run only for store goals, such as store visits, store sales, contacts, and direction clicks.<\/p>\n\n\n\n

In Search it sits in the Asset optimization panel of the AI Max section, next to Text customization. It needs Text customization: if you turn that off, Final URL expansion is switched off automatically. Google notes that these features need conversion-based Smart Bidding to work effectively, and that manual CPC limits what AI Max can do. The help page also warns that starting in September 2026, campaigns using text customization are automatically upgraded to AI Max. I cover that change in the article on AI Max<\/a>. It is worth opening the AI Max section in your own campaigns and checking.<\/p>\n\n\n\n

Turn it on or off: a table by site type<\/h2>\n\n\n\n

The table is my practice, not a Google rule. The basis from Google’s help is in the last column. For service businesses there is also a separate guide to Performance Max for lead generation<\/a>.<\/p>\n\n\n\n

Your site<\/th>Decision and basis<\/th>What to exclude<\/th><\/tr><\/thead>
One lead page or a quiz<\/td>Turn off. For a single path to conversion, Google says to keep text customization on and turn expansion off<\/td>Nothing: you set the address in the asset group<\/td><\/tr>
Plumber, HVAC, or dental site with a separate page per service<\/td>Turn on and watch the report. Expansion can serve any page that has not been excluded<\/td>Careers, blog, policies, thank-you page, client portal<\/td><\/tr>
Online store with a catalog<\/td>Keep it on in Performance Max and check the report. With a Merchant Center feed, the home page can still show after you exclude it<\/td>Cart, checkout, customer account<\/td><\/tr>
Several lines of business or several domains in one campaign<\/td>Turn off, or use generic descriptions or a page feed. Google warns about mismatched headlines or descriptions<\/td>Sections of the other lines<\/td><\/tr>
Search campaign with a pinned headline (service name, disclaimer)<\/td>Turn off. When a more relevant URL is chosen, pinned responsive search ad assets are not used<\/td>Nothing<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Steps: how to exclude pages and what breaks most often<\/h2>\n\n\n\n
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  1. Go to Campaigns within the Campaigns menu and select the gear icon beside the Performance Max campaign.<\/li>\n\n\n
  2. Under Campaign settings, select Asset optimization.<\/li>\n\n\n
  3. Select Text customization to expand the section, then select Exclude some URLs under Final URL.<\/li>\n\n\n
  4. List the addresses and select Add. To exclude whole sections, use the Rules tab.<\/li>\n\n\n
  5. Select Apply, then Save. The steps are in Google’s help page on Final URL expansion in Performance Max<\/a>.<\/li>\n\n<\/ol>\n\n\n\n

    In a Search campaign the path differs: Settings in the Campaigns menu, the campaign, then the AI Max section (the toggle must be on), and under «Final URL expansion» select Add URL exclusions. Exclusions work at the campaign level and need Text customization and Final URL turned on. Details are in the AI Max setup help page<\/a>.<\/p>\n\n\n\n

    What breaks most often:<\/p>\n\n\n\n