October 2, 2026: Google’s transition toward AI Max for Search campaigns is becoming a major change for advertisers managing search campaigns in 2026. Google has been moving eligible legacy Dynamic Search Ads and related settings toward its AI Max system.

What is changing

AI Max combines advertiser inputs with AI-powered query matching, text customization and final URL expansion. Google says the system is designed to help advertisers reach additional relevant searches while providing controls for brand, location and messaging.

Google previously announced that automatic upgrades for eligible campaigns would begin in September 2026. The company also extended the timeline for the full Dynamic Search Ads sunset and automatic upgrade of DSA campaigns to February 2027.

Impact on digital marketers

The transition shifts part of search campaign management away from manually maintaining every targeting element and toward providing strong business signals, website content and campaign controls.

That makes landing-page quality, conversion tracking, audience signals and accurate campaign data increasingly important. Advertisers also need to monitor search-term and performance reporting closely as AI-driven campaign systems make more decisions automatically.

What marketers should watch

Businesses should review eligible campaigns, understand which legacy settings are being migrated and monitor performance after changes. Google’s newer reporting tools are also designed to give advertisers more visibility into the path from search terms and creative assets to landing pages.

Sources: Google Ads product documentation and Google Ads announcements, 2026.