AI Max, an advanced AI-powered solution for Search campaigns, is moving out of beta with enhanced targeting, creative capabilities, and controls. It delivers on average 7% more conversions or conversion value at similar CPA/ROAS compared to using search term matching alone. Starting September, campaigns using Dynamic Search Ads (DSA), automatically created assets (ACA), and campaign-level broad match setting will be automatically upgraded to AI Max.
AI Max vs Dynamic Search Ads (DSA)
DSA has traditionally expanded traffic beyond keyword-based campaigns by generating relevant headlines and landing pages from website content. AI Max builds on this by incorporating broader, real-time intent signals alongside advertiser inputs (ads and website content) to find more untapped queries and maintain ad relevance. It also offers advanced controls such as brand, location controls, and text guidelines for more precise AI steering.
Upgrade Process and Timeline
- Phase 1 (Voluntary Upgrades): Advertisers are encouraged to transition early to AI Max to retain control and familiarize themselves with new features. Tools to port historical settings and data for DSA users are rolling out, while ACA and broad match users will see upgrade prompts in Google Ads UI.
- Phase 2 (Automatic Upgrades): Starting September, eligible campaigns with legacy settings will upgrade automatically to AI Max, and new DSA campaign creation will end across Google Ads platforms. Campaigns will transition with settings mirroring legacy setups to maintain performance:
- DSA campaigns will convert dynamic ad groups to standard ad groups with all AI Max features enabled.
- ACA campaigns will upgrade with search term matching and text customization enabled by default.
- Broad match setting campaigns will upgrade with search term matching enabled by default.
All upgrades are expected to complete by the end of September.
Benefits and Recommendations
AI Max represents a shift from manual campaign management to scalable, AI-driven growth, enabling advertisers to capture more opportunities with greater precision. Advertisers are advised to switch to AI Max early, enable all features, and use one-click experiments to measure performance impact.
For detailed feature mapping, eligibility, and support, advertisers can refer to the Google Ads Help Center.
