What Happened
Google has announced a timeline for the automatic migration of legacy Search campaign features to AI Max. This transition will begin on September 1, 2026, and continue into early 2027. The migration affects Campaign-level Broad Match, Automatically Created Assets (ACA), and Dynamic Search Ads (DSAs).
Migration Details
Starting September 1, 2026, Google will gradually upgrade Search campaigns using Campaign-level Broad Match or standalone Automatically Created Assets to AI Max. The migration will be rolled out in phases, with the exact timing varying by campaign. Dynamic Search Ads will also be transitioned to AI Max, though the specific timeline for this migration has not been detailed.
Impact on Advertisers
This migration to AI Max will significantly impact how advertisers manage their Search campaigns. AI Max campaigns are designed to leverage machine learning for better ad performance, but they also require a different approach to campaign management. Advertisers will need to familiarize themselves with the new system and adjust their strategies accordingly. This includes understanding how AI Max uses broad match and automatically created assets to optimize ad performance.
Actionable Step for Advertisers
Advertisers should review their current Search campaigns and identify those using Campaign-level Broad Match or standalone Automatically Created Assets. They should start testing AI Max campaigns now to understand the new system's capabilities and limitations. This proactive approach will help ensure a smoother transition when the automatic migration begins in September 2026.
