Google is moving its Search campaigns toward AI Max, a set of features that uses AI to broaden the searches you show up for and tailor ads to each query. Since September 2026, many accounts switched to AI Max automatically, even if nobody logged in to change anything.
What AI Max is
AI Max for Search campaigns combines three features:
- Search term matching: shows your ads on related searches even if they are not in your keywords.
- Text customization: generates headlines and descriptions tailored to each search, based on your ads and website.
- Final URL expansion: may send users to the page on your site it considers most relevant.
Which campaigns changed
- Campaigns with campaign-level broad match or automatically created assets moved to AI Max during September 2026.
- Since August, new campaigns can no longer be created with those settings.
- Dynamic Search Ads (DSA) follow a separate schedule, expected in 2027.
- Google is also removing campaign-level language targeting: language is now inferred from the ad text and landing page.
What to check in your account
- Search terms: review the search terms report for recent weeks and add negatives wherever irrelevant queries appear.
- Brands: check brand inclusions and exclusions, especially if you do not want to show up on competitor searches.
- Ad text: read the ads Google generates. If something does not represent your brand, turn off text customization for that campaign.
- Landing pages: see which URLs the expansion is sending traffic to. Exclude those that do not convert (blog, careers, legal).
- Conversions: with more automation, measurement quality matters more. Make sure you optimize for real leads or sales.
- Comparison: track cost per conversion before and after the change. If it gets worse, turn off specific features instead of the whole campaign.
Should you use AI Max?
It can work very well when the account has solid conversion tracking and enough volume. In small accounts or with poorly set up conversions, the AI optimizes on weak signals and spend gets scattered. The key is not whether to turn it on, but how to control it: review search terms, ad text and landing pages regularly.
Frequently asked questions
Can I turn AI Max off?
You can turn off features separately: text customization at the campaign level and search term matching at the ad group level.
Did I lose my brand settings?
According to Google, brand inclusions and exclusions carry over automatically. It is still worth reviewing them.
Does AI Max replace Performance Max?
No. AI Max applies to Search campaigns; Performance Max remains a separate campaign type that covers multiple networks.
Can you review my account?
Yes. At MAAP we manage Google Ads campaigns and review these controls as part of our monthly work.