Google Ads has begun automatically upgrading some Search campaigns to AI Max during September. Campaigns using the campaign-level broad-match setting or Automatically Created Assets—now called text customization—are affected. This is not a new campaign type and IDs remain, but broader query matching, generated copy and landing-page selection now sit under one automation layer.
What AI Max combines
Search term matching uses broad match, ads and landing-page content to find additional queries. Asset optimization includes text customization and Final URL expansion: Google can write headlines and descriptions from site content and choose another relevant page on the same domain.
- September 1–30, 2026: the upgrade window.
- Campaign IDs remain: the change happens inside existing structure.
- Text customization: the new name for Automatically Created Assets.
- Final URL expansion: may select another domain page.
Brand risk
Generated copy inherits the quality of ads, keywords and pages. Old prices, unclear claims or utility pages can therefore be scaled. Google also warns that pinned RSA assets may not be respected when Final URL expansion chooses a different page, which matters in regulated categories and tightly controlled brand messaging.
Reporting changes
Search-term reports add AI Max as a match type and identify broad-match expansion or keywordless matching. Landing-page reports gain a Selected by field, while asset reports show optimization data. Because one campaign operates under different rules before and after migration, teams should export settings, queries, URLs and assets now and compare them again in early October.
Test rather than trust a toggle
AI Max experiments divide traffic and budget between base and treatment within one campaign. They reduce sync errors but do not automatically prove incrementality. Branded demand and strong existing pages can produce attractive ROAS without generating new demand.
- Save settings and exclusions before upgrade;
- audit URL inclusions, exclusions and policy pages;
- separate brand and non-brand queries;
- review every asset marked Google AI;
- measure margin, new customers and incremental value, not conversions alone.
UA Banner has analysed AI’s changing role in shopping and why platform metrics are not business outcomes.
UA Banner conclusion
AI Max turns automation into the default layer of Search advertising. It may find relevant demand faster, but makes the relationship between query, asset and URL less predictable. The practical answer is an audit: establish a baseline, control eligible pages, run an experiment and judge the outcome with a business metric.
Sources: official Google Ads guidance on text customization and AI Max, plus an independent Improvado analysis. Google’s benefits are vendor claims and should be tested per account.
