Google Ads is migrating selected Search campaigns to AI Max: September checklist

Not every Google Ads Search campaign will change automatically in September. The announcement of 12 August 2026 concerns campaigns using the legacy Campaign-level Broad Match setting or standalone Automatically Created Assets, abbreviated ACA. Google plans to migrate them progressively to AI Max for Search campaigns between 1 and 30 September 2026.

For a company, the resulting configuration matters more than the new setting name. AI Max groups search term matching and asset optimization, while text customization and final URL expansion can be managed separately. After migration, you should therefore inspect what remains enabled, where clicks land, which copy can be created and whether reports or API integrations read the new fields.

A timeline without mixing the two phases

• 3 August 2026: Google blocked the creation of new Campaign-level Broad Match configurations and legacy standalone ACA across the interface, Google Ads Editor and all API versions.
• 1–30 September 2026: progressive automatic migration of Campaign-level Broad Match and standalone ACA to AI Max.
• February 2027: the second phase covering Dynamic Search Ads was moved to this date. It is not part of the September phase.

The announcement therefore does not say that Google will automatically enable every AI Max function in every Search campaign in September. The scope is tied to specific legacy settings, and their default migrated configurations differ.

Which settings will exist after migration

A campaign with Campaign-level Broad Match

• Search Term Matching: on.
• Text Customization: off.
• Final URL Expansion: off.
• Existing brand inclusions and exclusions: preserved in the new configuration.

A campaign with standalone Automatically Created Assets

• Search Term Matching: on.
• Text Customization: on.
• Final URL Expansion: off.

The distinction matters. Text customization can create additional headlines and descriptions from the domain, landing page, existing ads and ad-group keywords. Final URL expansion can select a different relevant landing page from the domain when it is enabled separately. For the automatic September migration, however, Google lists Final URL Expansion as off in both scenarios.

After migration, do not inspect only the AI Max master switch. Check Search Term Matching, Text Customization, Final URL Expansion, brand controls and URL rules separately.

What to verify in ads and on the website

1. Copy and claims. With text customization enabled, review the asset details report regularly. Generated copy must match price, availability, terms, geographic scope and any sector rules.
2. Landing pages. If you later enable Final URL Expansion, prepare URL exclusions for pages that must not receive ad traffic, such as privacy policies, expired offers or non-converting information pages.
3. Tracking templates. Google warns that a dynamic landing page combined with an incompatible tracking template can cause a 404 error. Test parameters and redirects before expanding URLs.
4. Pinned RSA assets. When both text customization and Final URL Expansion are enabled, or URL inclusions are used, pinned RSA assets might not be respected. If legal or brand copy is mandatory, choose a configuration that preserves pinning.
5. Measurement. Compare conversions, conversion value, search terms, landing pages and asset reports before and after migration. Do not judge the change only by click volume.

AI Max is not automatic proof of a better result. Google documents its features and recommendations, but the actual benefit depends on data, campaign objective, offer, website, measurement and controls. It is safer to define decision criteria in advance than to evaluate the migration retrospectively from one aggregate figure.

API and reporting: what changes for integrations

Google Ads API v25.1, released on 19 August 2026, added aca_migration_date_time and broad_match_migration_date_time to the campaign resource. A custom report or audit tool can retrieve them with the campaign identifier and name:

SELECT campaign.id, campaign.name, campaign.aca_migration_date_time, campaign.broad_match_migration_date_time FROM campaign

The query is intended for an environment with a supported API version and appropriate permissions. New Google Ads API versions released after 1 September 2026 are expected to remove the legacy entities used to create or manage Campaign-level Broad Match and ACA. Active older versions receive only a temporary grace period. If a company uses custom reports, automation or middleware, an audit of its Google Ads API integration should be a separate task rather than an afterthought to the visual campaign review.

Checklist before and after migration

• export affected Search campaigns and their current settings;
• save baseline metrics and verify conversion measurement;
• review brand inclusions, exclusions and negative keywords;
• identify pages that must not become Final URL Expansion destinations;
• test tracking templates, redirects and UTM parameters;
• review generated copy and mandatory legal wording;
• update API reports for the migration fields and monitor errors after the change;
• record each campaign's migration date so performance comparisons have the right context.

A practical approach separates the review into three areas: campaign configuration, website and measurement, and integrations and reporting. Yenwa can prepare an audit of affected campaigns, landing pages and conversions as well as custom reporting changes. The goal is not to reject automation, but to know which decisions the company has delegated and where it must retain control.