Google added a new “Sources” column to AI Max search term reports that identifies whether traffic came from specific landing pages/URLs or from AI Max Expanded Matches. This visibility helps local contractors see which pages are matching to high-intent queries and when the algorithm is stretching beyond targeted intent. The article recommends auditing landing page matches weekly, isolating and comparing performance of Expanded Matches, and reallocating budgets toward sources that generate qualified calls and booked jobs. Ongoing monitoring and page improvements can reduce waste from DIY/parts/out-of-area queries and improve conversion quality.

Google’s new “Sources” column finally shows where AI Max traffic comes from — here’s how contractors should use it

TL;DR: Google added a “Sources” column to AI Max search term reports. It tells you if a query came from a specific landing page/URL or from AI Max’s expanded matching. Use it to audit what pages are pulling which queries, separate performance of expanded matches vs normal matches, and retool pages/budgets to drive calls and booked jobs—not just clicks.

What changed (and why it matters)

Google’s AI Max campaigns now expose a “Sources” column in the search term report. You’ll see two big buckets:

• Landing Pages/URLs — the specific pages Google used to match search intent.
• AI Max Expanded Matches — traffic generated when Google stretches beyond your defined targeting.

Translation: we finally get a peek under the hood. Before, AI Max was a black box. Now you can see which pages are doing the heavy lifting and when Google’s expansion is pulling in the traffic. For HVAC, plumbing, and electrical shops, that’s the difference between “water heater repair near me” calling your dispatcher vs “water heater parts” bouncing and wasting budget.

Why local contractors should care

AI will always try to “help” you find more volume. Helpful doesn’t always mean profitable. If Google is mapping “furnace tune-up” queries to a generic home page or a blog post, lead quality tanks. If Expanded Matches are drifting into DIY, parts, careers, or out-of-area searches, your cost per qualified call climbs while booked jobs don’t.

This new column lets you separate the good from the garbage. You’ll know which URLs attract money queries, and where the algorithm is forcing reach that doesn’t convert.

How to turn this into more calls and booked jobs

1) Audit landing page matches weekly

• Filter search terms where Source = Landing Page/URL. Group by URL. Read the queries that page is pulling.
• If the match is tight (e.g., “AC repair” hitting your “AC Repair” page), double down: make sure the page has click-to-call, financing, service area cities, emergency hours, and trust elements above the fold.
• If the match is off (e.g., “drain cleaning” landing on a general plumbing page), tighten the page: add exact service keywords, city modifiers, FAQs, and internal links to the precise service subpage.
• Build or split pages if needed. City + service pages (“Water Heater Repair in Gilbert, AZ”) help the algorithm match intent and improve conversion.

2) Isolate AI Max Expanded Matches performance

• Segment your search term report by Source. Put Expanded Matches in their own view.
• Measure real outcomes:
  • Cost per qualified call (60–120 sec call or booked appointment)
  • Lead-to-booked-job rate
  • Revenue per job (if you’re passing offline conversions back)
• Compare Expanded vs non-Expanded. If Expanded CPL is more than ~20–30% above target and call quality notes are weak (parts, DIY, out-of-area), you’ve got bloat.
• Throttle expansion by tightening audience signals, limiting eligible URLs, and strengthening page relevance. On standard Search, you’d add negatives; in AI-heavy setups, shaping URLs and assets is your best lever.

3) Monitor patterns, not one-offs

• Daily: Check top-spending queries by Source. Kill obvious waste before lunch.
• Weekly: Trend CPL and qualified call rate by Source. Shift budget toward the cleaner bucket.
• Monthly: Rebuild weak pages and expand winning service/city combos that consistently bring booked jobs.

Playbook by trade

• HVAC: Keep “AC repair/tune-up/install” queries mapped to service-specific pages, not blog
  

  Google adds ‘Sources’ column to AI Max search term reports