Google has started moving legacy Dynamic Search Ads onto AI Max, the newer optimisation layer for Search campaigns. Automatically created assets and broad match campaigns began upgrading in September 2026; for DSA campaigns themselves Google has said the automatic upgrade now starts in February 2027, and it recommends upgrading sooner so the settings are chosen rather than inherited.
What AI Max actually switches on
Google describes AI Max as a suite of three features inside a Search campaign. Search term matching expands beyond your keywords using broad match and keywordless technology, learning from the keywords, creatives and URLs already in the campaign. Text customization — what used to be called automatically created assets — writes headlines and descriptions from your existing ads and landing page copy. Final URL expansion sends a click to the page on your domain that best matches the query, limited to URLs that are query relevant and themed to the ad group.
What stays in your hands
Negative keywords are respected with AI Max turned on, and brand controls, locations of interest and URL inclusions or exclusions remain campaign settings. The whole suite can be switched off, though Google notes that performance may be affected when it is. Anyone who would rather measure than trust the claim can build an AI Max experiment under the Experiments tab, which allows granular controls while the test runs.
The PPC4.biz check
The number Google publishes — on average 7% more conversions or conversion value at a similar CPA or ROAS, when the full suite is used rather than search term matching alone — is an average across advertisers, not a forecast for your account. The way to find out is the experiment, and the prerequisite is measurement you can trust: an upgrade that widens matching will be judged by the conversion data underneath it.
PPC4.biz is an independent guide and is not affiliated with Google. Platform details can change; always confirm critical settings in your own account.
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