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Google’s AI Max Auto-Upgrade: What Changed in September 2026 and What to Audit Now
Two groups of Search campaigns were moved to AI Max between September 1 and 30, 2026. Dynamic Search Ads got a reprieve until February 2027. Here is exactly what changed and how to check your accounts.
Updated September 22, 2026 · 8 min read
In this guide
What happened
Google set September 2026 as the month it would convert eligible Search campaigns to AI Max for Search. New legacy configurations were blocked from August 3, 2026, and the conversion window ran from September 1 to September 30.
Google’s original plan also included Dynamic Search Ads (DSA). In a June 11, 2026 update to its announcement, Google pushed the DSA sunset and auto-upgrade to February 2027. The two other cohorts stayed on the September schedule.
Why it matters
If you manage Search campaigns that used the campaign-level broad match setting or legacy automatically created assets (ACA), those campaigns are now AI Max campaigns. Search term matching is on by default, which can change the queries you enter and the budget you spend on them.
Which campaigns were upgraded
| Cohort | Upgrade window | Status |
|---|---|---|
| Campaigns using the campaign-level broad match setting | September 1–30, 2026 | Converted |
| Campaigns using legacy automatically created assets (ACA) | September 1–30, 2026 | Converted |
| Dynamic Search Ads campaigns and dynamic ad groups | February 2027 | Postponed |
| Standard Search campaigns with neither setting | No forced change | Opt-in only |
Campaigns that used keyword-level broad match but did not have the campaign-level setting enabled were not part of the forced migration. Check at campaign level, not keyword level.
Which AI Max features were switched on
AI Max has one campaign-level switch and three features underneath it. The upgrade did not enable the same features for everyone. The configuration depended on which legacy setting the campaign used.
| AI Max feature | Broad match cohort | ACA cohort |
|---|---|---|
| AI Max (campaign switch) | On | On |
| Search term matching | On (can be turned off per ad group) | On (can be turned off per ad group) |
| Text customization | Off | On |
| Final URL expansion | Off | Off |
Search term matching
Uses your keywords, ads and landing pages to match to relevant queries beyond your keyword list. This is the feature most likely to change spend.
Text customization
Generates headlines and descriptions from your site, existing ads and keywords. It replaced legacy ACA.
Final URL expansion
Sends users to the landing page on your domain that Google predicts fits the query best. It was off for both September cohorts.
What this means for Dynamic Search Ads
DSA advertisers have until February 2027. At that point, DSA campaigns will be upgraded to AI Max with settings meant to mirror the legacy setup. Dynamic ad groups become standard ad groups with all three AI Max features enabled, and Google says legacy URL controls, such as page feeds and URL targets, will be preserved.
Use the extra time
Test AI Max on a copy of your DSA setup before February. A controlled test now gives you a performance baseline and lets you decide on URL exclusions and brand controls before Google makes the switch for you.
Google reports that AI Max campaigns using the full feature set see an average of 7% more conversions or conversion value at a similar CPA or ROAS. Treat that as an average across advertisers, not a forecast for your account.
7-step post-upgrade audit
List every upgraded campaign
Filter the Campaigns table for Search campaigns and check which ones now show AI Max enabled. Compare against your pre-September list of campaigns that used campaign-level broad match or ACA.
Confirm the feature state
Open each campaign’s AI Max settings and note which of the three features are on. Do not assume the defaults stuck; team members or Recommendations may have changed them.
Pull the search terms report
Segment by match type. Queries matched by AI Max are labeled with the AI Max match type and a source column. Sort by cost and look for irrelevant themes.
Compare pre- and post-upgrade periods
Compare the 30 days before September 1 with the period since the upgrade on cost, conversions, CPA or ROAS, and search impression share. Account for seasonality before drawing conclusions.
Review generated text
In the ACA cohort, text customization is on. Check the asset report for generated headlines and descriptions. Remove anything inaccurate, off-brand or non-compliant for your vertical.
Add negatives and brand controls
Add negative keywords for irrelevant AI Max queries. Use campaign-level brand exclusions to keep generic campaigns off brand traffic, and brand inclusions where you want only specific brands.
Decide per ad group
Turn search term matching off in ad groups where query control matters more than reach, such as regulated products or tight-margin services. Leave it on where volume is limited and conversion tracking is reliable.
Regulated niches
If you advertise in healthcare, finance, legal or other restricted categories, review generated text before anything else. Automated copy can introduce claims that trigger disapprovals or policy strikes.
Controls you still have
| Control | Level | Use it for |
|---|---|---|
| Turn AI Max off | Campaign | Reverting fully to the legacy behavior |
| Search term matching on/off | Ad group | Keeping strict query control in sensitive ad groups |
| Text customization on/off | Campaign | Stopping generated headlines and descriptions |
| Brand exclusions | Campaign | Keeping non-brand campaigns off brand queries |
| Brand inclusions | Campaign or ad group | Limiting matching to specific brands |
| URL exclusions / inclusions | Campaign / ad group | Controlling landing pages when URL expansion is on |
| Negative keywords | Campaign, ad group, lists | Blocking irrelevant query themes |
| Locations of interest | Ad group | Matching queries that mention specific places |
Every component is adjustable after conversion. If a campaign was upgraded and performance fell, you can disable AI Max at campaign level and return to your previous setup while you plan a controlled test.
Audit checklist
AI Max post-upgrade checklist
- ☑List every campaign converted in September 2026
- ☑Record the on/off state of all three AI Max features per campaign
- ☑Review search terms labeled with the AI Max match type
- ☑Compare 30-day performance before and after the upgrade
- ☑Audit generated text assets in ACA-cohort campaigns
- ☑Add negative keywords and brand exclusions
- ☑Turn off search term matching in ad groups that need strict control
- ☑Plan a DSA-to-AI Max test before February 2027
- ☑Tell clients what changed and what you did about it
Frequently asked questions
What is the AI Max auto-upgrade?
It is Google’s conversion of Search campaigns that used the campaign-level broad match setting or legacy automatically created assets to AI Max for Search. It took place between September 1 and 30, 2026.
Can I turn AI Max off after the upgrade?
Yes. You can disable AI Max at campaign level, turn search term matching off for individual ad groups, and turn text customization off. None of the changes are permanent.
When will Dynamic Search Ads move to AI Max?
Google postponed the DSA sunset and auto-upgrade to February 2027. Dynamic ad groups will become standard ad groups with all three AI Max features on, with existing URL controls preserved.
Was final URL expansion turned on in September?
No. Final URL expansion stayed off for both the broad match and ACA cohorts. It will be on by default when DSA campaigns are upgraded in February 2027.
How do I see which queries AI Max matched?
Open the search terms report and segment by match type. Queries matched through AI Max carry the AI Max match type along with a source column.
