Most med spa websites are archaeological sites. Every holiday special, every summer laser push, every "this week only" deal gets a paragraph, and almost none of them ever get deleted. For years that didn't matter much. A client who found last spring's promotion would call, hear it had ended, and book anyway.
AI Max changes that. It's the part of Google Ads that writes ad text and picks landing pages on its own, and it learns what to say by reading your website. Every page of it, including the specials nobody has touched in years.
This chapter covers what AI Max reads, the three controls Google gives you to fence it in, and why the most reliable fix isn't in Google Ads at all. It's in your website's trash folder.
A Live Med Spa Promotions Page Still Offers Deals From Years Ago
We checked the promotions pages of the med spas in our example market, Miami. One of them, a real practice we're not naming, has a promotions page that was last edited in August 2026. It's live, and it's open to search engines.
Scroll down and it's a time capsule. There's a line saying an offer runs "only for the month of August 2023," with 25% off all laser hair removal. There's a Mother's Day countdown with daily deals dated May 2023, including 30-minute laser hair removal sessions for $40. There's a coupon code for skincare products with 2023 built into its name. Mixed in with all of it are package prices with no date at all, so a reader can't tell which ones still stand.
Nobody at that practice is trying to mislead anyone. This is simply what happens to a promotions page when the newest offer gets added to the top and nothing gets taken off the bottom. We'd bet most med spas have a page like it somewhere.
For a human visitor, the page is confusing. For AI Max, it's source material.
Text Customization Writes From Your Whole Domain, Specials Page Included
AI Max has two main parts. The first is text customization, which writes new headlines and descriptions for your ads. Its raw material, according to Google, starts with everything on your domain, then the landing page, the ads you already wrote and the keywords in each ad group.
That first source is the one that matters here: your domain. Not just the page the ad points to. The whole site, including the promotions archive, old blog posts about past events, and a membership page that may still show last year's pricing.
As Chapter 9 explained, new Search campaigns get AI Max switched on by default, and Google has been moving older campaigns that used automatically created assets into AI Max automatically. So this isn't a hypothetical for a future campaign. If your account has run for a while, check whether AI Max is already on.
The writing itself is often fine. Google's model is good at summarizing a page. The problem is that it can't tell a current offer from a dead one, because your site doesn't tell it.
Final URL Expansion Can Land a Laser Click on a Long-Expired Promo
The second part of AI Max is final URL expansion. With it on, Google may decide some other page on your site suits a search better than the one you picked, send the click there, and write a headline to match.
Picture the chain. Someone searches for laser hair removal deals near her. AI Max decides your promotions page matches best. It writes a headline from the most relevant line it finds there. She clicks, lands on a page full of expired offers, and either calls asking for the $40 session or leaves.
Google's fix is URL exclusions, a campaign-level setting that keeps final URL expansion off pages you name. For a med spa, the starting list writes itself:
- The promotions or specials page, and any old holiday landing pages.
- The blog, where old posts announce old offers.
- The online shop and gift card pages.
- Membership pages, unless your membership pricing is current and you want clicks there.
- Careers, policies and anything else a new client shouldn't land on first.
You can list pages one by one or use rules to exclude whole sections of the site. Either way, do it before AI Max goes on, not after the first odd click shows up in a report.
One Written Rule Stops Prices. A Dollar Sign Doesn't.
For the text AI Max writes, Google offers two kinds of text guidelines per campaign.
Term exclusions block specific words or phrases from anything AI Max writes. You get up to 25 per campaign. They aren't case-sensitive, and they only work in the language you type them in. Useful for words a med spa should never see in its ads: "guaranteed," "permanent," "painless," "cheap."
Messaging restrictions are plain-language rules about what not to say, up to 40 per campaign. This is where the price problem gets solved. Google says outright that putting "{{BODY}}quot; in the term exclusions won't stop generated lines that contain prices. The tool that works is a messaging restriction, and Google's help page spells out the sentence to use: "Don't generate assets with prices." It also recommends putting a sample inside each rule, so the model has something concrete to match.
A starter set of messaging restrictions for a med spa might read:
- Don't generate assets with prices, for example "$12 per unit" or "$99 facials."
- Don't mention discounts, specials, coupons or percentages off, for example "20% off laser."
- Don't promise results, for example "guaranteed smooth skin" or "no one will know."
- Don't describe any provider's credentials unless our existing ads already state them.
Chapter 8's approved headlines stay in the ad as written. These rules only govern the lines AI Max adds.
An Ad Line AI Max Wrote Still Runs Under Your Name and Google's Rules
It's tempting to think an ad line Google's model wrote is Google's problem. It isn't. The ad runs under your name, in your account, and the policies still apply to it.
Google's dishonest pricing policy requires an ad to make the full cost, or how payment works, plain and easy to find before anyone buys. The same policy names bait-and-switch: advertising a low price with no real intent to sell at it. Nobody set out to bait anyone, but an expired $40 laser session showing up in a live ad sits uncomfortably close to what those rules describe, whoever typed it.
And even when no policy is triggered, the client is. She arrives expecting a price you no longer offer, and the first thing your front desk has to do is disappoint her.
Clear the Expired Specials Off Your Site Before You Switch It On
The three fences help. But the most reliable fix doesn't live in Google Ads. It's the website.
Before AI Max goes on, clean house:
- Delete or unpublish offers that have ended. If you want a record, keep it in a document, not on a live page.
- Put an end date on every special in the text itself, so a reader and a model can both tell whether it's still running.
- Keep one current specials page, and replace its contents each month rather than stacking new offers on top of old ones.
- Check the membership and package pages for prices that changed since they were written.
This is worth doing even if you never turn AI Max on. The client who finds an old offer through a regular search, or through an AI answer that read the same page, has the same bad experience.
AI Max Earns a Place in Exploration by Beating a Copy of It
AI Max is the final switch in our rollout. It stays out of Isolation, Chapter 6's exact match campaign, because Isolation exists to control exactly which searches you pay for and which words your ads say. AI Max is effectively broad matching plus automated copy, so it belongs with Exploration, the broad match campaign, once that campaign books clients steadily.
Even then, don't flip it on for the whole campaign. Run it as a campaign experiment: one half of Exploration's traffic with AI Max, one half without, same budget and same target. Let it run long enough to collect real bookings on both sides, then compare cost per booking, not clicks or impressions. AI Max is built to find more traffic. The question is whether that traffic books.
If the AI Max side books clients at a similar or better cost, keep it. If it doesn't, you've learned that without handing it the whole campaign.
Every Headline AI Max Writes Is One Your Front Desk Has to Honor
Once AI Max is running, read what it writes. Google's reports show the headlines and descriptions it generated and the landing pages final URL expansion chose. Check them every week for the first month, then monthly.
Read each line the way a new client would. Does it promise anything your team wouldn't say on the phone? Does it mention a treatment you don't offer at that location? Did it send a lip filler search to the laser page? Remove any asset you wouldn't approve, add a messaging restriction that stops it from coming back, and add the page to the URL exclusions if the landing page was the problem.
Every rule you add after a bad line is a rule you'll never need to add again.
Next: Semaglutide Ads Answer to the FDA Too
AI Max is the last switch in the rollout. The remaining chapters cover the rules only a med spa faces, starting with the weight loss line, where Google's drug-name rules meet federal rules on compounded GLP-1 marketing. Chapter 14 covers what a medical weight loss ad can and can't say.
Every step, tracking through AI Max, is laid out on the Google Ads for Med Spas guide home. Chapter 8 has the approved headlines AI Max should be adding to, not replacing.
In the med spa accounts we manage through our Google Ads management, the specials page gets cleaned up before AI Max gets a single impression.
