Google is automatically migrating eligible Search campaigns to AI Max between September 1 and September 30, 2026.
The change affects campaigns using Campaign-level Broad Match and Automatically Created Assets, moving those existing settings into the AI Max structure.
For advertisers, this is not just another optional feature update. The migration is already underway, which means September is the right time to review affected campaigns, check current settings, and track performance before and after the transition.
So, what exactly is changing, which campaigns are affected, and what should marketers review before September 30?
What is Changing with Google Search Campaigns in September?
During September, Google is moving two existing Search campaign settings into AI Max for Search campaigns:
- Campaign-level Broad Match
- Automatically Created Assets, now called Text Customization
Google stopped allowing new campaigns to use these older standalone settings from August 3. Existing eligible campaigns are now being migrated automatically between September 1 and September 30.
AI Max is not a new campaign type. It adds search-term matching, text customization, URL controls, and other settings within existing Search campaigns.
Google has detailed the transition in its AI Max migration guidance.
Which Search Campaigns are Currently Being Migrated?
The current migration affects Search campaigns that already use Campaign-level Broad Match or standalone Automatically Created Assets.
Campaign-level Broad Match allowed advertisers to apply broad match more broadly across a Search campaign.
Automatically Created Assets allowed Google to generate additional headlines and descriptions using information from existing ads, keywords, and landing pages.
Google is now bringing these capabilities into the AI Max settings structure instead of maintaining them as separate campaign features.
Advertisers may see migration dates or notifications directly inside their Google Ads accounts as eligible campaigns are moved.
What Happens When a Campaign Moves to AI Max?
When Google migrates a campaign, the existing campaign remains in place, but its older settings are transferred into the AI Max structure.
For Campaign-level Broad Match migrations, Search Term Matching is enabled. Text Customization and Final URL Expansion remain off by default, while existing brand inclusion and exclusion settings are preserved.
For campaigns using Automatically Created Assets, Text Customization remains enabled, Search Term Matching is turned on, and Final URL Expansion stays off.
So the migration does not mean every AI Max feature suddenly becomes active.
The main change is that the campaign’s existing capabilities are now managed through AI Max.
What About Dynamic Search Ads?
Dynamic Search Ads are following a different migration timeline and are not included in the September deadline.
Google initially planned to move DSA campaigns sooner but later extended the timeline.
Existing Dynamic Search Ads can continue running for now, with automatic migration scheduled from February 1 through February 28, 2027.
The timelines are therefore:
Campaign-level Broad Match and Automatically Created Assets → September 2026
Dynamic Search Ads → February 2027
Advertisers using DSA may still receive recommendations to move earlier, but the automatic transition is not happening this month.
Why should Advertisers Review their Campaigns Before September 30?
Advertisers should review affected campaigns because an automatic technical migration does not guarantee that campaign performance will remain exactly the same.
The campaign may continue running, but marketers still need to check whether the traffic, targeting, and conversions remain aligned with their goals.
Important areas to review include:
- Search terms bringing traffic
- Negative keywords
- Brand inclusion and exclusion settings
- Generated ad copy
- Landing pages
- Conversion tracking
- CPA and ROAS
The available AI Max reporting features can also help marketers understand which search terms, assets, keywords, and landing pages are contributing to performance after migration.
Should Advertisers Upgrade Manually or Wait?
Advertisers can either move earlier and review the new setup themselves or allow Google’s scheduled migration to take place.
Google has encouraged advertisers to upgrade voluntarily so they can become familiar with the AI Max settings and controls before automatic migration.
However, there is no need to make unnecessary changes simply because the deadline is approaching.
A better approach is to identify affected campaigns, record their current settings and performance, then compare the results after migration.
This is especially useful for businesses managing several campaigns or multiple client accounts because the transition is happening gradually throughout September.
Final Thoughts
Google’s September migration brings Campaign-level Broad Match and Automatically Created Assets under the AI Max structure, making this an important review period for Search advertisers.
The priority is not to enable every new setting. It is to understand which campaigns are changing, confirm that important controls remain in place, and monitor traffic, conversions, and cost after the move.
Businesses managing campaigns internally or with support from a digital marketing partner should use the migration as an opportunity to review campaign quality and performance rather than waiting until the transition is complete.
Dynamic Search Ads have more time, but the September migration is already underway for other eligible Search campaigns.
Review the affected campaigns before September 30, keep a record of current performance, and monitor what changes after the migration.
