Legacy Search Features Are Being Retired
Google has set out when legacy Search campaign features will be automatically moved into AI Max, its AI-powered layer for Search campaigns. The migration starts in September and runs well into 2027.
The Key Dates
3 August 2026: Google stopped allowing new campaign-level broad match settings and legacy Automatically Created Assets to be created in the Google Ads interface, Ads Editor and the API.
1 to 30 September 2026: Campaigns using campaign-level broad match or Automatically Created Assets are migrated to AI Max automatically.
September 2026: Google begins showing in-account notices encouraging advertisers to voluntarily upgrade Dynamic Search Ads to AI Max.
15 January 2027: Reminder notifications go to advertisers still running legacy Dynamic Search Ads.
1 to 28 February 2027: Automatic migration of Dynamic Search Ads begins, and creating new DSA ad groups is permanently removed.
Why It Matters
If you run campaigns with these legacy settings, their behaviour will change whether you act or not. AI Max adds broad matching, keywordless matching, text customisation and final URL expansion, which can find new traffic but can also send spend to queries and pages you would not have chosen.
What You Should Do
Identify every affected campaign now, before the automatic switch. Tighten negative keywords, review which landing pages you are happy for URL expansion to use, and set up URL exclusions where needed.
Ideally, migrate on your own terms rather than waiting. That way you control the settings, benchmark performance beforehand and can compare results cleanly afterwards. Our Google Ads team can manage the migration for you.
