A Field Reference, April 2026
Google Ads has consolidated several manual levers into AI-managed systems over the past twelve months. AI Max for Search exited beta in April 2026, and a forced migration of legacy campaigns begins September 2026. This sheet summarizes what changed, what is coming, and where advertisers still steer the platform.
AI Max for Search (Now Generally Available)
Opt-in feature suite layered onto Search campaigns. The three core components:
- Search term matching: broad match plus keywordless query expansion
- Text customization: AI-generated headlines and descriptions based on the landing page, existing ads, and keywords
- Final URL expansion: directs users to the most relevant page on the advertiser’s site
Brand controls and locations-of-interest targeting are part of the same suite.
The September 2026 Migration
Google will automatically upgrade campaigns running Dynamic Search Ads, automatically created assets, or the campaign-level broad match setting into AI Max. New DSA creation ends in the UI, in Editor, and in the API. All three AI Max features are enabled by default on the upgraded campaigns.
Performance Max In 2026
Channel-level reporting now exposes where placements run across Search, YouTube, Display, Gmail, Maps, Discover, and Search Partners. This visibility did not exist when Performance Max launched. Campaign-level negative keywords have rolled out to all advertisers. New customer acquisition with high-value mode lets advertisers specify high-value customers and the long-term value they represent through Customer Match.
Smart Bidding In 2026
Maximize Conversions, Maximize Conversion Value, Target CPA, and Target ROAS are the four current strategies. Smart Bidding Exploration (2025) lets advertisers set flexible ROAS targets to surface untested but potentially valuable query categories.
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What You Still Control
- Conversion architecture: what the AI is told to optimize toward
- First-party audience signals on Performance Max asset groups
- Asset pool, pinning, brand voice and tone
- Geo targeting type (presence vs. presence-or-interest)
- Brand exclusions, URL contains rules, negative keyword lists
- Per-feature opt-outs across AI Max and Performance Max
A Note For Regulated Industries
Healthcare, financial services, and legal advertisers operate under additional policy constraints on which features are permitted and which data sources can feed the AI.
Sources: Google Ads Blog, Google Ads Help Center. Current as of April 2026.