Google’s September AI Max migration window has passed, and small businesses running Search campaigns should now check what changed in their accounts. Google said campaigns using campaign-level broad match or standalone Automatically Created Assets would be moved into AI Max during September, with eligible upgrades expected to conclude by the end of the month.
The migration did not switch every AI Max feature on automatically. Broad-match campaigns moved with Search Term Matching enabled, while Text Customization and Final URL Expansion stayed off. Campaigns using standalone Automatically Created Assets moved with Search Term Matching and Text Customization on, but Final URL Expansion off, according to Google’s migration configuration. Dynamic Search Ads are on a later schedule, with automatic upgrades set to begin in February 2027.
Which Search campaigns were auto-upgraded to AI Max
For affected businesses, the first job is to confirm which campaigns migrated and which controls are active. AI Max is an optimization layer within existing Search campaigns rather than a separate campaign type.
Search Term Matching can reach queries beyond existing keywords using broad match and keywordless technology. Text Customization generates ad copy from existing ads and business content, while Final URL Expansion can direct traffic to another relevant page on the advertiser’s site. Final URL Expansion requires Text Customization.
Broad-match users should also review keyword prioritization. Under the old campaign-level setting, a broad keyword identical to a search could receive exact-match-like priority. That behavior does not carry over to AI Max, so businesses that rely on it may need exact-match versions of important keywords.
5 AI Max checks to make now
Start with the Search Terms, Landing Pages, and Asset reports. Google’s AI Max reporting tools can surface expanded matches, generated assets, and selected landing pages. Google also announced a unified reporting view on Sept. 23 that will connect search terms, ad creative, and landing pages in one place, with availability details expected later this year.
Then work through the account itself:
- Check which campaigns migrated and which AI Max settings are active.
- Review search terms for irrelevant, low-intent, or off-market traffic.
- Inspect generated headlines and descriptions for outdated prices, promotions, services, or claims.
- If using Final URL Expansion, exclude pages that should not receive paid traffic, such as confirmation, login, policy, or outdated promotional pages.
- Check brand and location controls, then compare Google Ads conversions with qualified leads, booked appointments, or completed sales.
Businesses that rely on pinned responsive search ad copy should take extra care. Google says pinned assets are not respected when Text Customization and Final URL Expansion are both enabled, or when URL inclusions are used.
How to measure AI Max performance
In Google’s internal data, non-retail advertisers using the full AI Max suite averaged 7% more conversions or conversion value at a similar CPA or ROAS than those using Search Term Matching alone. That benchmark does not guarantee the same result for an individual account, so owners should compare platform-reported performance with lead quality and revenue.
Testing tools can make that comparison cleaner. Google said a multi-campaign A/B test for budgets and ROI targets would begin rolling out in September, while AI Max experiments can preserve brand and location controls.
Businesses with regulated or approved ad language should also review Text Customization before leaving it active. Google’s text disclaimer assets work with AI Max, although disclaimers can be truncated in rare cases and ads may still serve if a disclaimer is disapproved.
Check which settings changed before adjusting the campaign, then watch search terms, landing pages, lead quality, and revenue. AI Max can widen a campaign’s reach, but the business’s own results should determine which automation stays on.