Google sets AI Max migration timeline for Search campaigns

Google outlined when some legacy campaign features will be automatically migrated to AI Max, giving advertisers and developers a clearer timeline for retiring older campaign structures.

The transition begins in September and continues into early 2027, with Campaign-level Broad Match, Automatically Created Assets (ACA) and Dynamic Search Ads (DSAs) all moving to AI Max.

What’s happening. Beginning September 1, Google will automatically upgrade Search campaigns using Campaign-level Broad Match or standalone Automatically Created Assets to AI Max. The migration will roll out gradually throughout the month.

Google says campaigns will be migrated in place using equivalent AI Max settings to minimize disruption. Existing brand inclusions and exclusions will also carry over automatically.

Legacy features reach end of life. Advertisers can no longer create new Campaign-level Broad Match configurations or legacy ACA campaigns.

Google blocked the creation of these legacy structures across the Google Ads interface, Ads Editor and API on August 3, signaling the company’s continued push toward AI Max as the default Search campaign experience.

Developers face API changes. The migration also affects developers using the Google Ads API.

Future API versions released after September 1 will remove support for legacy Campaign-level Broad Match and ACA entities altogether. Older API versions will continue supporting them until their normal sunset period—expected around September 2027—giving developers additional time to update integrations.

Google recommends auditing scripts and tools now to ensure they’re using AI Max settings rather than deprecated campaign structures.

Dynamic Search Ads get more time. Unlike Broad Match and ACA, Dynamic Search Ads won’t migrate until February 2027.

Google plans to begin warning advertisers about the upcoming transition in September through in-account notifications, followed by additional reminders in January before automatic upgrades begin next February.

Key dates.

August 3, 2026: Google stops allowing the creation of new Campaign-level Broad Match and legacy Automatically Created Assets across the Google Ads UI, Ads Editor and API.
September 1–30, 2026: Automatic migration of Campaign-level Broad Match and ACA campaigns to AI Max takes place.
September 2026: Google begins displaying in-account notices encouraging advertisers to voluntarily upgrade Dynamic Search Ads to AI Max.
January 15, 2027: Google sends reminder notifications to advertisers with legacy Dynamic Search Ads.
February 1–28, 2027: Automatic migration of Dynamic Search Ads begins, and the ability to create new DSA ad groups is permanently removed.
September 2027 (approximately): Older Google Ads API versions supporting legacy Broad Match and ACA entities are expected to reach their scheduled sunset, permanently removing support.

Why we care. This is another major step in Google’s shift toward AI-driven Search campaigns. Advertisers still using Campaign-level Broad Match, Automatically Created Assets or Dynamic Search Ads should review their accounts before automatic migrations begin, while developers will need to update API integrations to avoid compatibility issues as legacy features are phased out.

Bottom line. Google’s AI Max migration is accelerating, with automatic upgrades beginning in September and legacy Search campaign features steadily disappearing over the next year.