If you run Google Ads, a significant change is rolling through your account right now — and for most advertisers, it’s happening automatically. Google is upgrading Search campaigns to a new AI-driven system called AI Max, and the migration is underway through late 2026. This isn’t a feature you have to go looking for; if your campaigns use Broad Match or automatically created assets, Google is moving them across for you.
That’s not a reason to panic, but it is a reason to pay attention. AI Max can genuinely improve results — Google reports advertisers using the full feature set see an average of 7% more conversions or conversion value at a similar cost — but it also hands more of the steering wheel to Google’s AI. Whether that’s a win or a headache depends almost entirely on how your account is set up before the switch. Here’s what’s happening, what it means for you, and what to sort out first.
What is AI Max, in plain English
AI Max is Google’s next-generation way of running Search campaigns. Instead of relying only on the keywords you’ve chosen, it uses AI to read your landing pages and ads and match you to relevant searches you might never have thought to target. In practice, it bundles a few things together:
- Search term matching — finds relevant queries beyond your keyword list, using your website content as a guide.
- Text customisation — automatically generates and tailors ad copy to match what someone searched for.
- Final URL expansion — sends people to the most relevant page on your site, not just the one you picked.
- Steering controls — brand settings, location targeting and text guidelines that let you keep the AI inside guardrails.
Think of it as moving from “show my ad for these exact keywords” to “understand my business and find me customers.” Powerful when your site and tracking are in good shape — messier when they’re not.
What’s changing — and exactly when
Google has published a clear timeline. The key dates for Australian advertisers are:
- August 2026: You can no longer create new campaign-level Broad Match setups or legacy automatically created assets.
- September 2026: Google automatically upgrades existing Broad Match and automatically-created-asset campaigns to AI Max. Your existing brand inclusions and exclusions carry over so nothing is lost in the move.
- From September 2026: In-account notifications begin for Dynamic Search Ads (DSA) campaigns, which are next in line.
- February 2027: Dynamic Search Ads are automatically migrated to AI Max, and you can no longer create new DSA ad groups.
The short version: if you’re on Broad Match or automatically created assets, this is happening to your account this quarter. If you rely on Dynamic Search Ads, you’ve got a bit more runway — but the direction of travel is one-way.
What this means for your business — the upside and the catch
The upside is real. AI Max can uncover profitable searches your keyword list was missing, write sharper ad copy on the fly, and point people to the right page — all of which can lift conversions when it works well. For a lot of accounts, that’s found money.
The catch is that more automation means less visibility, and independent testing since launch has been mixed. Some accounts have seen strong gains; others have reported higher cost-per-acquisition, ads showing up for their competitors’ brand terms, and reporting that makes it harder to see exactly where clicks are coming from. None of that means AI Max is bad — it means the outcome depends on the foundations underneath it. An account with clean conversion tracking, a solid negative keyword list and clear brand controls tends to benefit. An account without those can end up paying for traffic it never wanted.
So the honest answer to “is AI Max good or bad for my business?” is: it depends on how well your account is prepared for it — which is exactly what the next two sections cover.
What to check before your campaigns migrate
Before AI Max takes the wheel, these are the foundations worth getting right. They’re the difference between AI Max finding you new customers and it quietly wasting budget:
- Conversion tracking that actually works. AI Max optimises towards your conversions, so if tracking is broken or incomplete, it’s optimising towards the wrong thing. Enhanced conversions are worth having switched on.
- A strong negative keyword list. This is your main tool for keeping AI Max on-topic — blocking bargain-hunters, job seekers, and searches that will never buy from you.
- Brand exclusions on your non-brand campaigns. This stops AI Max from spending your prospecting budget on people already searching for you (and stops it drifting onto competitor brand terms).
- A little budget headroom. There’s usually a learning period after the switch, and results can wobble before they settle. Room to absorb that keeps you out of knee-jerk decisions.
- Landing pages that match intent. AI Max reads your site to decide who to show your ads to. Thin or off-message pages send it the wrong signals.
How to stay in control of AI Max
AI Max isn’t all-or-nothing. It comes with controls, and using them is the difference between “hands off and hope” and “automated but accountable.” The levers worth knowing about:
- Brand controls to decide when your ads should and shouldn’t appear against brand searches — yours and competitors’.
- Text customisation and Final URL expansion toggles — you can switch these off where you need your exact ad copy or a specific landing page to stay put.
- Location and negative keyword settings to fence campaigns to the right audience.
- Search term insights to keep reviewing what you’re actually being matched to, and to feed new negatives back in.
A sensible approach for a lot of businesses is to let AI Max do its thing where measurement is clean, keep tighter control where precision matters, and check the search terms regularly for the first couple of months rather than setting and forgetting.
What we’re doing for our clients
For the accounts we manage, we’re not waiting for the automatic switch to surprise anyone. We’re auditing each account before its migration date — checking conversion tracking, tightening negative keyword lists, setting brand exclusions, and making sure landing pages are pulling their weight. Then we’re watching search terms and cost-per-acquisition closely through the learning period, with clear thresholds for when to step in.
The goal is simple: capture the upside AI Max offers without handing Google a blank cheque. If you’re running your own campaigns, the same playbook applies — get the foundations right first, then let the automation work inside guardrails you’ve set.
The bottom line
AI Max is coming to your Google Ads account whether you opt in or not, and for well-run campaigns it’s a genuine opportunity to find customers your keywords were missing. The businesses that come out ahead won’t be the ones who resist it — they’ll be the ones whose accounts were ready for it. Sort out your tracking, your negatives and your brand controls before the switch, keep an eye on the search terms after it, and AI Max becomes a tool that works for you rather than one that happens to you.
Key takeaway: AI Max isn’t optional — Google is migrating Search campaigns automatically through 2026. It can lift conversions, but only on accounts with clean conversion tracking, strong negative keywords and clear brand controls. Get those foundations right before your migration date, then watch the search terms closely for the first couple of months. The winners won’t be the ones who avoid AI Max — they’ll be the ones who were ready for it.
Want this managed for you? See our Google Ads management, or book a free strategy call.
Related case study: Scaling a pet retail campaign to A$7M in three months
Frequently asked questions
What is Google Ads AI Max?
AI Max is Google’s AI-driven upgrade to Search campaigns. It matches your ads to relevant searches beyond your keyword list, customises ad text and expands final URLs, using your website content as a guide.
When is AI Max rolling out?
Google auto-upgrades Broad Match and automatically-created-asset campaigns to AI Max from September 2026, with Dynamic Search Ads following in February 2027.
Is AI Max good or bad for my account?
It depends on your foundations. Accounts with clean conversion tracking, strong negative keywords and clear brand controls tend to gain; accounts without them can waste budget.
Not sure whether your Google Ads account is ready for AI Max? Book a free strategy call and we’ll take a look.