Google AI Max Migration Went Live September 1: What Changed in Your Campaigns and What Ecommerce Brands Must Do Now

On September 1, 2026, Google Ads began automatically migrating eligible Search campaigns to AI Max for Search, affecting accounts across two campaign categories. For ecommerce brands running campaigns with Automatically Created Assets (ACA) or the campaign-level broad match setting, this means your campaign configurations changed without any action on your part, and Google reports that advertisers using the full AI Max suite see an average 7% increase in conversions or conversion value at a comparable CPA or ROAS.

What Does Google's AI Max Auto-Migration Mean for Your Search Campaigns?

If your account had ACA or campaign-level broad match enabled, AI Max is now active in those campaigns. The specific features Google turned on depend on which campaign type was migrated. ACA campaigns received both search term matching and text customization by default, meaning Google's AI is generating new headlines and descriptions for your ads. Campaign-level broad match campaigns received search term matching only, with text customization and Final URL Expansion left off by default.

Which Campaign Types Were Auto-Upgraded and What Settings Did Google Enable?

Two categories of Search campaigns were automatically upgraded as of September 1, 2026. Here is what changed in each:

Campaigns with Automatically Created Assets (ACA):

• Search term matching: ON — your ads can now appear for queries beyond your keyword list
• Text customization: ON — Google is generating AI-written headlines and descriptions from your landing pages, existing ads, and keywords
• Final URL Expansion: Determined by your prior account settings

Campaigns with Campaign-Level Broad Match Setting:

• Search term matching: ON — expanded query matching is active
• Text customization: OFF by default — your original ad copy remains in control
• Final URL Expansion: OFF by default — your existing landing pages are preserved

If you had voluntarily migrated to AI Max before September 1, you configured these settings yourself during setup. If you were auto-migrated, the defaults above now apply, and you may not have reviewed them yet.

Google reports that advertisers using the full AI Max suite on campaigns previously relying on exact and phrase match keywords see conversion lifts as high as 27% at comparable ROAS. For Shopping campaigns, the average improvement is 5% at a similar CPA.

For a full picture of every Google Ads change in 2026, see our complete Google Ads 2026 update tracker.

What Happened to Dynamic Search Ads in September 2026?

Dynamic Search Ads (DSA) were not auto-migrated on September 1, but they are not off the hook. As of this month, Google has blocked the creation of new DSA campaigns. Existing DSA campaigns are receiving in-account notices encouraging voluntary upgrades to AI Max. The forced automatic migration of existing DSA campaigns, originally expected this fall, has been pushed to February 2027. If your account runs DSAs, you have more time than initially communicated, but starting the evaluation now gives you control over how the transition happens rather than waiting for Google to do it automatically.

What Are the Biggest Risks from AI Max Running on Your Search Campaigns Right Now?

Three issues are showing up in early reports from advertisers who were automatically migrated on September 1:

Tracking template failures from Final URL Expansion. For ACA campaigns where Final URL Expansion may be active, Google's AI selects landing pages from across your site. If your tracking templates generate dynamic parameters tied to a specific URL structure, AI-selected landing pages may break those templates and cause 404 errors. Conversion tracking stops. Check your search terms report for unusual landing page patterns today.

Expanded query matching without updated negative keywords. Search term matching is on for all auto-upgraded campaigns. This broadens the queries your ads can match. If your negative keyword lists have not been recently audited, you may now be showing ads on queries you actively wanted to exclude. A fresh search terms report is essential.

AI-generated ad copy live without review. For ACA campaigns, text customization is on by default. Google is pulling from your landing pages, existing ads, and keywords to write new headlines and descriptions. These may not match your messaging standards, brand voice, or promotional context. Go to the Ads section of any auto-upgraded campaign and review what is currently running.

What Should You Do Now with Google's AI Max Migration?

1. Identify which campaigns were auto-upgraded. Log into Google Ads and filter your campaigns for the AI Max label. Review the settings summary for each migrated campaign to see exactly which features Google enabled in your account.
2. Audit your AI-generated ad copy. For any campaign migrated from ACA, open the Ads section and review the headlines and descriptions currently serving. Replace any copy that does not meet your brand or promotional standards before it affects performance.
3. Run a search terms report immediately. Expanded matching is now active across all auto-upgraded campaigns. Identify irrelevant, off-brand, or competitor queries now appearing in your search terms and add them as negatives today.
4. Test your tracking template compatibility. Use Google's Ad Preview and Diagnosis tool to verify that AI Max landing pages are not generating tracking errors. If you find conflicts, restrict Final URL Expansion to a specific URL path in your AI Max settings until the issue is resolved.
5. Start your DSA transition planning now. New DSA campaigns cannot be created as of September. Existing DSAs face forced auto-migration in February 2027. Review your DSA campaigns, assess their traffic contribution, and begin setting up AI Max replacements on your own timeline so you control the initial configuration.

Related Reading

• Google Is Auto-Upgrading Your Search Campaigns to AI Max: The Pre-Launch Warning
• Google AI Max for Shopping Campaigns: What Ecommerce Brands Need to Know
• CTC's Google Ads management for 7-9 figure ecommerce brands

Frequently Asked Questions

If you are managing Google Search campaigns for a 7-9 figure ecommerce brand and want expert support navigating the AI Max transition, talk to the CTC team. We manage hundreds of millions in ad spend across ecommerce brands and have already audited campaigns affected by the September 1 rollout.