Key Takeaways:
AI Max Auto-Upgrade Starts September 1
Campaigns using Automatically Created Assets or campaign-level broad match will be moved into AI Max automatically. You cannot opt out of the migration.
Two Different Default Settings
ACA campaigns will receive search term matching + text customization. Campaign-level broad match campaigns will receive search term matching only.
Dynamic Search Ads Are on a Separate Timeline
DSA migration has been delayed to February 2027. This September upgrade only affects ACA and campaign-level broad match.
Preparation Beats Reaction
The biggest advantage right now is cleaning up negatives, landing pages, and brand controls before Google flips the switch for you.
What’s Actually Being Upgraded
Google is moving two legacy setups into AI Max:
- Automatically Created Assets (ACA) These campaigns will receive AI Max with both search term matching and text customization enabled by default.
- Campaign-level broad match setting These campaigns will receive AI Max with search term matching enabled by default.
Google has stated the goal is to mirror your current setup as closely as possible. In practice, this means more AI-driven query matching and (in the ACA case) AI-written headlines and descriptions.
Who Should Act Now
You should review your account if any of these are true:
- You still have Automatically Created Assets turned on in Search campaigns
- You use the campaign-level broad match toggle
- You have limited negative keyword coverage
- Your landing pages are thin or poorly structured
- You have not tested AI Max on any campaigns yet
What to Fix Before September 1
1. Audit which campaigns will be affected Pull a list of Search campaigns that still use ACA or campaign-level broad match. Prioritize high-spend campaigns first.
2. Strengthen negative keyword lists AI Max expands matching. Weak negatives become expensive quickly. Build or update account-level and campaign-level negative lists, especially for brand terms, irrelevant modifiers, and competitor names.
3. Clean up landing pages AI Max (especially with text customization) pulls from your site content. Thin or confusing pages give the system poor material to work with. Improve clarity, relevance, and conversion paths on key landing pages.
4. Review brand exclusions and controls Make sure brand exclusions and any URL controls are set the way you want them before the migration.
5. Test AI Max intentionally (if you haven’t) Running a controlled test before the forced upgrade gives you a baseline and reduces surprises.
6. Document current performance Export search term reports, conversion data, and ROAS by campaign. You’ll want a clear before-and-after picture once the upgrade happens.
What Happens If You Do Nothing
Google will still migrate the campaigns. The settings will be applied automatically. You simply lose the chance to clean things up first and set the defaults yourself.
Final Recommendation
Treat September 1 as a hard deadline for cleanup, not just a notification. The advertisers who prepare now will have cleaner matching, better creative inputs, and more control once AI Max is fully active on those campaigns.
Frequently Asked Questions
Quick answers to the most common questions about Google AI Max Auto-Upgrade.
Will every Search campaign be upgraded on September 1?
No. Only campaigns currently using Automatically Created Assets or the campaign-level broad match setting are included in this wave.
What about Dynamic Search Ads?
DSA has been delayed. Automatic migration for DSA is now scheduled for February 2027.
Can I turn AI Max off after the upgrade?
You will still have controls inside AI Max, but the legacy settings themselves are being retired. It’s better to prepare the account properly before the change.
Should I enable AI Max manually before September?
Yes, if you want more control over the transition and a clearer performance baseline.