Google has begun auto-migrating eligible Search campaigns to the AI Max campaign type—one of the largest structural changes to Google Ads in years. The migration has been gradually launched across search campaigns since Sep 1, 2026, and will affect eligible campaign-level Broad Match and legacy Automatically Created Assets campaigns.
Importantly, no action is required by advertisers—eligible campaigns are migrated by Google at no cost. With that being said, Google is also urging marketers to take action and migrate their Dynamic Search Ad (DSA) campaigns ahead of mandatory migration in Feb 2027, when new DSA ad groups will become unavailable.
In addition to the migration, Google has unveiled a “unified” AI Max reporting in Google Ads, which allows advertisers to track the “Search Ads journey” and assess the impact of AI Max on impressions, clicks, and conversions vs. legacy approaches in one place.
What advertisers should do now
Audit active search campaigns for broad match and automatically Created assets and recorded baseline performance in preparation for migration completion.
- Begin developing a DSA-to-AI Max transition roadmap with defined KPIs, as new DSA ad groups will become unavailable in 2027.
Leverage the newly launched unified AI Max reporting to compare performance before and after migration and identify any creative or audience gaps.