Google is auto-upgrading Search campaigns to AI Max through 30 Sept. Log in before it spends like it knows you.

Dynamic Search Ads sunset moved to February 2027. Automatically Created Assets and campaign-level broad match did not. Those Search campaigns are being flipped to AI Max through the end of September. Search term matching and text customisation come on by default. If you still think you run keyword Search, open the account.

Google’s Ads blog, updated 11 June, is explicit: campaigns using ACA and campaign-level broad match continue to be auto-upgraded starting in September 2026. ACA campaigns land with search term matching and text customisation on. Broad-match-at-campaign campaigns land with search term matching on. Final URL expansion is not auto-enabled in this wave. New ACA and campaign-level broad match campaigns have been blocked from creation since 3 August.

This is a measurement and budget problem, not a feature launch. Queries, copy, and the denominator under CPA can move while revenue stays flat. Unchecked AI Max will look optimised while it buys junk. Agencies that wait for the October report will explain a month of spend they did not approve.

Google’s 7% more conversions claim is for the full AI Max suite versus search term matching alone. That is not a promise for a silent upgrade of an old ACA campaign. Treat the flip as a settings change, not a performance win.