Google is consolidating a number of legacy Search campaign features under a single umbrella called AI Max. This isn’t just a new feature announcement — it’s a migration plan under which certain campaign settings will be moved automatically into the new structure.
According to Google’s official AI Max transition announcement, updated on June 11, 2026, the timeline splits into two tracks:
- The automatic transition of eligible campaigns using auto-generated assets (ACA) and campaign-level broad match will begin in September 2026.
- The sunset and start of the automatic transition for Dynamic Search Ads (DSA) has been pushed to February 2027, giving advertisers more time to prepare.
This distinction matters. Checklists still referencing the original announcement’s “DSA transition in September” are no longer accurate.
What Does AI Max Bring Together?
AI Max consolidates three core capabilities in Search campaigns under one structure:
- Search term matching: Aims to let the campaign reach relevant queries beyond its existing keywords.
- Text customization: Can adapt ad copy to the context of the query and landing page.
- Final URL expansion: Can select a more suitable landing page on the domain based on user intent.
Each of these capabilities can expand reach. But they need to be evaluated separately in terms of query control, message consistency, and landing page selection. “AI Max is on” isn’t, by itself, an adequate account setting.
Which Accounts Are Affected in September 2026?
The September timeline specifically concerns eligible Search campaigns using two legacy settings.
Campaigns using auto-generated assets
As Google migrates these campaigns to AI Max, it will enable search term matching and text customization. In accounts where ad copy is tightly controlled for brand, legal, or industry-regulation reasons, text assets and landing pages should be reviewed before this transition.
Campaigns using campaign-level broad match
In these campaigns, AI Max’s search term matching capability will be turned on. Accounts using broad match should log their negative keyword structure, brand exclusions, and search term reports as a baseline before the transition.
Google says it will show an in-panel notification in eligible accounts. The absence of a notification isn’t, on its own, enough to assume these settings aren’t in use in an account. Campaign settings should also be checked manually.
What Does February 2027 Mean for DSA?
Delaying the automatic transition for campaigns using DSA doesn’t mean the feature will stay as-is. Google’s direction is clear: dynamic ad groups will be moved over time into standard ad groups and AI Max capabilities.
Google says it will provide tools to help migrate historical settings and data during the transition, and that existing URL controls will be preserved. Even so, the following should be documented now:
- Page feeds and URL targeting rules
- Excluded URLs and page categories
- Dynamic ad group performance
- Brand vs. competitor query breakdowns
- The actual incremental volume DSA adds on top of standard keyword campaigns
These records make it possible to run a solid before-and-after comparison if reach or query distribution shifts after the automatic transition.
What Should Account Owners Do Now?
1. Take inventory of legacy settings
List which Search campaigns use ACA, campaign-level broad match, or dynamic ad groups. Instead of applying a single decision across the entire portfolio, group campaigns by objective and risk level.
2. Test AI Max with an experiment
Google recommends using one-click experiments rather than transitioning directly. In the experiment, look not just at conversion count but also at query quality, lead quality, final URL distribution, and ad copy alignment.
3. Lock down measurement before the transition
Conversion actions, primary/secondary signals, and value rules should be verified before the transition. A broader matching system running on a faulty signal can scale the wrong target even faster. See the Google Ads conversion tracking guide for a baseline check.
4. Don’t give up your controls
Brand exclusions, location targets, negative keywords, and URL rules should be part of the transition plan. Using automation doesn’t mean these controls become unnecessary.
Quick Take
What makes this update significant isn’t that AI Max is new — it’s that legacy Search settings are being migrated into this structure in stages. September 2026 is the near-term operational date. February 2027 is the preparation window for accounts using DSA.
The right approach isn’t to wait for the automatic transition or move every campaign on the same day. First identify the affected settings, run a controlled experiment, and monitor the query–landing page–conversion quality triangle together.