Google is continuing the transition of legacy Search campaign capabilities into AI Max. Advertisers should review the September 2026 changes before accepting recommendations or changing a campaign that already has reliable conversion data.
What you need to know
- AI Max expands query matching and can adapt text and landing-page selection.
- Legacy Dynamic Search Ads settings are part of the migration path.
- More automation makes accurate conversion tracking and exclusions more important.
- Brand controls, search-term quality and landing-page relevance still need human review.
- A controlled test is safer than changing every campaign at once.
Practical next steps
Audit conversion actions, budgets, negative keywords, brand controls and final URLs. Test AI Max on a limited campaign or experiment, record the baseline, and compare qualified conversions and cost rather than judging only clicks.
Official sources
Last verified: 30 August 2026. Details can change; check the official sources before making an important decision.