Google is making another significant change to how Search campaigns work. From 1 September 2026, eligible Google Ads Search campaigns using Automatically Created Assets (ACA) and/or the campaign-level broad match setting will begin to be automatically upgraded to AI Max for Search campaigns.
So, what exactly is changing, and what should advertisers be doing about it?
What is AI Max for Search Campaigns?
Google describes AI Max as a continuous optimisation layer for Search campaigns, using signals from your existing keywords, ads and website content to identify additional relevant searches and tailor advertising accordingly.
Its main capabilities include:
- Search Term Matching: Expanding beyond your existing keywords using broad match and keywordless technology to identify additional relevant searches.
- Text Customisation: Allowing Google to generate or adapt headlines and descriptions based on your website and other campaign information.
- Final URL Expansion: Where enabled, allowing Google to send users to a different relevant page on your website when it believes that page better matches their search.
The intention is to allow Google’s AI to react to search intent more dynamically rather than relying entirely on manually defined keywords and ads.
What’s Changing From 1 September?
From 1 September 2026, Google will begin automatically upgrading some Search campaigns to AI Max.
This doesn’t apply to all Search campaigns. The change only affects eligible campaigns currently using Automatically Created Assets (ACA) and/or Google’s campaign-level broad match setting.
Here’s what will happen:
- Campaigns using Automatically Created Assets will move to AI Max with search term matching and text customisation enabled.
- Campaigns using campaign-level broad match will move to AI Max with search term matching enabled.
Google says the new settings will closely match how campaigns were set up before the change. The upgrades will happen gradually throughout September, so not every eligible campaign will change on 1 September.
What Should Advertisers Review Before September?
If you’re running Google Search campaigns, there are several things worth checking now.
1. Identify affected campaigns
First, establish whether any active Search campaigns currently have Automatically Created Assets or the campaign-level broad match setting enabled. Google is also displaying upgrade banners within the Google Ads interface for eligible campaigns.
2. Review how much automation you’re comfortable with
AI Max isn’t a single all-or-nothing capability. Its features provide Google with different levels of flexibility over targeting, advertising copy and landing pages. Those settings should therefore be considered in the context of each campaign rather than enabled simply because they’re available.
3. Check conversion tracking
Before increasing Google’s freedom to find additional traffic, make sure the conversions being reported to Google Ads genuinely represent valuable actions for your business. Poor or incomplete conversion tracking can give automated bidding and targeting systems the wrong signals to optimise towards.
4. Review search terms and exclusions
AI Max can broaden the range of searches a campaign is eligible to appear against. That makes monitoring the searches generating traffic particularly important. Existing negative keywords, brand exclusions and other campaign controls should be reviewed so Google has clear boundaries around where you don’t want your advertising to appear.
What Does This Mean for Our Clients?
If we manage your Google Ads activity, changes like this are exactly why active campaign management remains important. Our approach isn’t to enable every new Google feature automatically, nor is it to reject automation simply because it gives Google more control.
Instead, we’ll assess where AI Max is appropriate based on the objectives, data and performance of individual campaigns. Ahead of Google’s September transition, affected campaigns should be reviewed to ensure that the settings being used continue to support the right business objectives.
The Key Takeaways
Google Search advertising is continuing to move towards AI-led targeting and creative optimisation. From 1 September 2026, that shift becomes more tangible as campaigns using Automatically Created Assets and the campaign-level broad match setting begin moving into AI Max.
For advertisers, the message is simple:
Don’t wait for Google to make the decision for you.
Review your campaigns, understand which settings are affected and decide how much automation makes sense for your business before the automatic upgrades begin.
Taking action now gives you the opportunity to test, prepare and retain greater control over how your Search campaigns operate as Google moves into its next phase of AI-powered advertising.