Google Ads AI Max: what's changing from September 2026?

AI Max for Search campaigns is entering a much more operational phase.

From September 2026, Google is starting to move several features that could previously be used separately into the AI Max framework.

Campaigns using Automatically Created Assets, now known as Text Customization, and those using Campaign-level Broad Match are being progressively upgraded.

Google expects to complete upgrades for eligible campaigns by the end of September.

For advertisers, the priority is therefore to understand what is being migrated, which controls remain available and how matching, assets and landing pages will change.

Which campaigns are being upgraded automatically?

The first change affects campaigns using Automatically Created Assets.

With Text Customization, Google can create headlines and descriptions using landing pages, existing ads, keywords and other campaign signals.

After the upgrade, these campaigns use AI Max with Text Customization and Search Term Matching enabled.

Campaigns using Campaign-level Broad Match are also being moved into the new framework.

Dynamic Search Ads follow a different roadmap. Google originally planned to begin the automatic upgrade in September, but moved the start of the migration to February 2027 following advertiser feedback.

Advertisers still relying heavily on DSA therefore have a few more months to review campaign structure, Page Feeds and dynamic targets.

Search Term Matching: what happens to keywords?

With Search Term Matching, keywords continue to contribute to the structure of Search campaigns.

AI Max can also use assets and landing-page content to identify relevant queries that are not directly included in the keyword list.

This expands intent coverage and makes the quality of the signals supplied to the platform even more important.

Broad ad groups, poorly focused pages or inconsistent assets can make it harder to guide automation effectively.

To maintain control, Google provides features including Brand Inclusions, Brand Exclusions, Locations of Interest, URL Inclusions and URL Exclusions.

Keyword management therefore remains relevant, within a system that now considers a wider range of signals.

Text Customization and Final URL Expansion: what changes for assets and landing pages?

AI Max also affects creative and landing-page selection.

Text Customization uses generative AI to create new headline and description variations based on the assets and content already available.

Generated assets can be identified in reporting through the Google AI label, allowing advertisers to review their performance and consistency with the brand, offer and claims.

With Final URL Expansion, Google can choose a different page on the advertiser’s domain from the Final URL originally set when it considers another destination more relevant to the query.

A clear website structure and well-differentiated landing pages therefore become even more important.

Advertisers can use URL Inclusions and URL Exclusions to define which areas of the website can be included in delivery.

For campaigns with compliance requirements or tightly controlled messaging, these settings deserve particular attention before activation.

Reporting and testing: how to understand what AI Max is doing

More automation comes with more detailed reporting.

Within the Search Terms Report, advertisers can identify whether a query was reached through Broad Match Expansion or Keywordless Matching and analyse the search term, headline and URL together.

This makes it possible to look beyond the individual keyword and understand which query, asset and landing page worked together.

September also brings new experimentation tools.

Google has announced A/B tests that allow advertisers to test different budgets and ROI targets across multiple Search campaigns, alongside broader experiment compatibility with Brand Controls and location settings.

Performance Planner can also estimate the impact of changes to budgets and bidding targets.

For advertisers introducing AI Max gradually, these tools offer a clearer way to compare results before expanding the setup across more of the account.

What should you check before the upgrade?

Before migration, it is worth taking a snapshot of current campaign performance.

The main checks should cover:

• keywords and search terms, identifying areas where tighter control is required;
• Conversion Actions, making sure bidding is optimising towards the right objectives;
• headlines, descriptions and landing pages, which become direct inputs for AI Max;
• Brand Exclusions, URL Exclusions and Location Controls;
• CPA, ROAS, conversion volume and key landing pages to use as a benchmark.

This makes it much easier to assess differences between pre- and post-upgrade performance.

Does AI Max mean less manual campaign management?

A growing share of matching, asset creation and landing-page selection is being handled automatically.

As a result, the advertiser’s role increasingly focuses on the quality of inputs and controls.

Conversion Tracking, website architecture, creative assets, objectives and Brand Controls become essential for giving the system a clear direction.

Google says advertisers using Search Term Matching, Text Customization and Final URL Expansion together achieve on average around 7% more conversions or conversion value at a similar CPA or ROAS compared with Search Term Matching alone.

This is Google’s own platform data, so it should be treated as an indication of observed performance rather than a universal benchmark.

The broader principle is still useful: AI Max is designed to make matching, creative and landing pages work together.

Google Ads AI Max: what should advertisers do now?

For Search campaigns using Automatically Created Assets or Campaign-level Broad Match, September is the time to check upgrade status and the settings transferred into AI Max.

The main areas to review are Search Term Matching, Text Customization, Final URL Expansion and Brand Controls.

For Dynamic Search Ads, automatic migration will instead begin from February 2027.

The latest Google Ads updates therefore reinforce the direction of the platform: AI Max is becoming one of the core frameworks for Search automation.

The results will depend heavily on the quality of the signals, objectives and controls provided to the system.