Google Ads AI Max: the settings to check before your Search campaigns migrate

What AI Max is

Google presents AI Max as an optimisation layer activated inside existing Search campaigns. It brings together three features:

• Search term matching, which uses broad match and keywordless technology to find new relevant searches.
• Text customisation, which builds ad text from your ads, your landing pages and generative AI.
• Final URL expansion, which sends traffic to the page on your site judged most relevant.

The migration timeline

According to Google, campaigns using automatically created assets or campaign-level broad match are upgraded automatically starting in September 2026. The sunset and upgrade of Dynamic Search Ads begin in February 2027.

Google states that campaigns using the full feature suite see on average 7% more conversions or conversion value at a similar CPA or ROAS, compared with search term matching alone (Google internal data 2026, non-retail advertisers).

The settings to check first

It is better to migrate yourself so you choose these settings:

• Brand controls: the brands to associate your ads with, and those to avoid.
• URL exclusions: pages that must never be used as landing pages (careers, legal notices, old content).
• Locations of interest, if your offer depends on a geographic area.
• Negative keyword lists, kept up to date.
• Generated text, to review in regulated sectors.
• The conversion signal: import qualified leads and sales (offline conversions, enhanced conversions for leads) so the AI optimises for what sells.

Reading the results

The search terms report now shows the headlines and URLs used, plus the source of each match (broad match or keywordless). During the first month, review it weekly and judge the campaign on cost per qualified lead rather than cost per conversion.

What changes day to day

With AI Max, keywords become hints rather than limits. The work shifts: less time adding keywords, more time reading the search terms report and excluding what does not fit.

Ad text and landing pages are no longer entirely chosen by you. Your role is to provide good starting material, then check what the system does with it.

Landing pages matter more

Since ad text is partly built from your pages, a confusing page produces confusing ads. Before turning on URL expansion, check for each important page:

• A headline that clearly says what is offered, and to whom.
• One offer per page.
• Up-to-date prices, terms and claims.
• A form or main action visible without long scrolling.

A four-week monitoring plan

Close monitoring at the start prevents bad surprises:

• Week 1: read search terms every two days and add the obvious exclusions.
• Week 2: check generated headlines and the landing pages used.
• Week 3: compare cost per qualified lead with the previous period.
• Week 4: decide to keep, adjust or restrict the features turned on.

When to stay cautious

Three situations call for more restraint: campaigns on your own brand, where query control comes first; regulated sectors, where every text must be approved; and accounts with a low conversion volume, where the algorithm has few examples to learn from.

Questions