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GOOGLE ADS UPDATE · AI MAX |
ACA and campaign-level broad match are moving to AI Max
Starting 1 September 2026, eligible Search campaigns will be upgraded automatically. |
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Hi,
Google is consolidating two existing Search campaign features into AI Max. Campaigns using Automatically Created Assets (ACA) and/or the campaign-level broad match setting will be upgraded automatically from 1 September 2026.
The upgraded settings will be configured to closely mirror your current setup, but moving early gives you more control over how AI Max is introduced. |
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WHAT IS CHANGING
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Campaigns using ACA
AI Max will be enabled with search term matching and text customisation switched on by default. |
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Campaigns using campaign-level broad match
AI Max will be enabled with search term matching switched on by default. |
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ACTION REQUIRED
Review your Search campaigns before 1 September.
Look for the upgrade banner in Google Ads and decide whether to enable AI Max now. To avoid the automatic upgrade, switch off the legacy ACA or campaign-level broad match features before the migration. |
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My recommendation
Do not wait for the automatic migration. Move deliberately, document your current settings and monitor search terms, asset combinations and conversion quality after the switch.
AI Max can expand reach, but the real question is whether that extra reach produces profitable growth. |
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Talk soon,
Adriaan |