Google is moving Search campaigns to AI Max this month
Campaigns using automatically created assets or the campaign-level broad match setting upgrade in September. Dynamic Search Ads follow in February 2027.
At a glance
- What
- Automatic upgrade to AI Max for Search campaigns
- Which campaigns
- Those using automatically created assets or campaign-level broad match
- When
- September 2026
- Dynamic Search Ads
- Upgrade moved to February 2027
Why it matters
AI Max can widen which searches you show for, rewrite headlines and descriptions, and pick landing pages. Know which of your campaigns upgraded before you read the results.
Google is automatically upgrading Search campaigns that use two older settings, automatically created assets and campaign-level broad match, to AI Max for Search campaigns this September.
Dynamic Search Ads were due to upgrade at the same time, but Google pushed their sunset and upgrade to February 2027. Once that happens, new Dynamic Search Ads campaigns can’t be created; existing ones become standard ad groups with AI Max on.
What to check
- Which of your campaigns used automatically created assets or campaign-level broad match; those are the ones upgrading.
Questions
Which Google Ads campaigns upgrade to AI Max in September 2026?
Search campaigns using automatically created assets or the campaign-level broad match setting.
When do Dynamic Search Ads move to AI Max?
Google moved it to February 2027.
Sources
Google Ads & Commerce BlogApril 15, 2026, updated June 11, 2026
We’re upgrading Dynamic Search Ads to AI MaxBacks up: Which campaigns upgrade, when, and the Dynamic Search Ads delay
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