In short: AI Max is the set of AI features for Search campaigns in Google Ads that replaces Dynamic Search Ads. From September 2026, campaigns with auto-created assets or campaign-level broad match will be upgraded automatically. New Dynamic Search Ads campaigns can be created again until January 2027, and existing ones move to AI Max automatically from February 2027, so now is the time to review your exclusions, negative keywords and conversion data.
What exactly is AI Max?
Google describes AI Max as the next generation of Dynamic Search Ads. It is not a separate campaign type but a set of features you switch on within Search campaigns. There are three main ones:
- Search term matching: the system looks for additional queries to show your ad on, beyond the keywords you have set.
- Text customisation: Google generates ad headlines and descriptions based on the search and the content of your site.
- Final URL expansion: the system chooses for itself which page on your site the ad should lead to.
At Google Marketing Live on 20 May 2026, Google also announced further AI Max upgrades for Search, Shopping and Travel campaigns. If you sell online, see also our page on marketing for online stores. It introduced Ask Advisor, a Gemini assistant across Google Ads, Google Analytics, Merchant Center and Google Marketing Platform, and Asset Studio for creating ad creative with Gemini.
What does this mean for your business? More and more of the decisions you used to make yourself, such as which searches trigger the ad, what it says and which page it leads to, are moving to the system. Your job shifts towards setting its boundaries and checking the outcome.
What is changing, and when?
Google announced the transition on 15 April 2026 and updated the timeline on 11 June 2026. As of September 2026 it looks like this:
| When | What happens |
|---|---|
| 15 April 2026 | Google announces the move of Dynamic Search Ads, auto-created assets and broad match to AI Max |
| 11 June 2026 | The automatic upgrade of Dynamic Search Ads campaigns is postponed from September 2026 to February 2027 |
| 15 June 2026 | Creating new Dynamic Search Ads campaigns is possible again |
| From September 2026 | Campaigns with auto-created assets or campaign-level broad match are upgraded automatically |
| January 2027 | Creating new Dynamic Search Ads campaigns ends |
| From February 2027 | Remaining Dynamic Search Ads campaigns are upgraded automatically |
The dates for creating new Dynamic Search Ads campaigns (15 June 2026 to January 2027) come from Search Engine Roundtable and are not stated in the post on Google’s blog. The timeline has already changed once. Check the current dates in your Google Ads account and in Google’s notifications before you plan the work.
What does Google claim about results?
According to Google, Search campaigns using AI Max see on average about 7% more conversions or conversion value at a similar CPA or ROAS when the full feature suite is switched on. The figure is based on Google’s internal data for 2026, for advertisers outside retail. This is Google’s own claim, an average across many advertisers, not a promise for your account.
The good news is that you do not have to take it on trust. You can check it against your own numbers, provided your tracking works and you compare results with real enquiries and orders rather than only the Google Ads report.
Google recommends upgrading voluntarily before the automatic switch and turning on all the features. Our recommendation is to upgrade voluntarily, but prepared: work through the checklist below first, then switch the features on and monitor the outcome.
ScaleLab tip: Before the transition, note down your key numbers for the last three months: cost per enquiry, number of orders, revenue and the share of brand searches. Without that baseline you will not know whether anything has improved after the change.
Who needs to act?
Your campaigns are affected if you:
- Use Dynamic Search Ads: you can create new campaigns until January 2027, and existing ones will be upgraded automatically from February 2027.
- Have auto-created assets switched on: the campaign will be upgraded from September 2026.
- Use campaign-level broad match: the campaign will also be upgraded from September 2026.
If none of these applies to you, the change will not affect your campaigns automatically for now. Even so, it is worth understanding how AI Max works, because this is the direction Google is taking Search campaigns.
How to keep control: a checklist
AI Max keeps brand controls, location controls and text guidelines, as well as URL controls. They only work, however, if they are set up.
1. Exclude brands and pages
Set brand exclusions if you do not want the ad to appear on searches for competitors or for brands you do not sell. Set URL exclusions too: careers pages, the blog, terms and conditions, expired promotions and anything a paid click should never land on.
2. Keep an eye on search terms
Review the search terms report at least once a week in the first weeks after the transition. Use the available search term matching controls to limit where the ad shows when it does not fit your business.
3. Update your negative keywords
Add negative keywords for searches that never bring customers: “free”, “jobs”, “course”, competitor names, products you do not offer. When the system widens the range of searches, this list becomes more important, not less.
4. Check your conversion data
AI Max learns from the conversions you feed it. If an enquiry is recorded twice, or a 10-second call counts as a conversion, the system will look for more of the wrong thing. Send a test enquiry, place a test order and check that each appears exactly once with the correct value. Cookie consent settings affect this data too, so check your Consent Mode v2 set-up in GA4 as well. Which metrics to watch is explained in the article on paid advertising metrics beyond clicks.
5. Review the generated copy
Check what headlines and descriptions the system produces. Set text guidelines if certain words, promises or phrasings must not be used. This matters all the more if your sector has advertising rules.
6. Compare against your own data
Compare the results in Google Ads with the number of enquiries and orders in your own records. If Google Ads reports more conversions but the sales team sees no more customers, something is wrong with the tracking or the search terms.
ScaleLab tip: If you run large campaigns, upgrade one campaign first and monitor it for four to six weeks before moving the rest. That way a mistake in the settings costs less.
What should you do now?
Do not wait for the automatic upgrade. Check which campaigns are affected, record your baseline, sort out exclusions, negative keywords and tracking, and only then switch on AI Max. Check the results against the metric definitions your business makes decisions by.
In our work on paid advertising we first check that the site accepts enquiries and that tracking records them, and the monthly report compares channels by cost per enquiry.
Frequently asked questions
When do Dynamic Search Ads stop existing?
According to Search Engine Roundtable, new Dynamic Search Ads campaigns can be created again from 15 June 2026 until January 2027. Existing ones will be upgraded to AI Max automatically from February 2027, after Google postponed that step from September 2026. Check the current timeline in your account.
Can I avoid the automatic upgrade?
You can upgrade voluntarily earlier and configure the campaign yourself. Google recommends exactly this so that you keep full control over the setup. The upgrade on Google’s timeline, however, applies to every campaign that meets the conditions.
Does AI Max really deliver 7% more conversions?
That is an average given by Google itself, based on its internal data for 2026, for advertisers outside retail and for campaigns using all AI Max features at a similar CPA or ROAS. Your account may see a different result. Check it by comparing results before and after the transition with data from your own records.
Which controls remain with AI Max?
Brand controls, including brand exclusions, location controls, text guidelines and URL controls all remain. Negative keywords and the search terms report also stay important.
Does the change affect Performance Max?
The transition described here covers Dynamic Search Ads, auto-created assets and campaign-level broad match in Search campaigns. If you use Performance Max, follow Google’s announcements for those campaigns separately.