Google Ads 2026: AI Max and what to change in your account

Google Ads 2026 is the biggest year of change in a long time. The platform is moving faster than ever: search campaigns are shifting to AI Max, ads are appearing inside AI-generated answers, and Dynamic Search Ads are being phased out. Here is what is changing and what is worth doing in your account this year.

AI Max replaces Dynamic Search Ads

AI Max for Search is a set of features that extends standard search campaigns with AI-driven query matching, automatic ad text adjustments, and automatic landing page selection. You keep control at the keyword level.

The biggest change for many accounts: starting in September 2026, Google automatically migrates campaigns using Dynamic Search Ads, automatically created assets, and broad match at the campaign level to AI Max. Google pushed back the final deadline for retiring Dynamic Search Ads to February 2027.

According to Google’s data, campaigns using the full set of AI Max features get 7% more conversions on average at a similar cost per acquisition.

More control over AI: AI Brief and guidelines

In April 2026, marking one year of AI Max, Google introduced the AI Brief tool. It lets you describe in plain language what your ads should and should not say, which searches they should appear for, and which audiences to target. In September, AI Brief rolled out to more languages.

AI Max now also covers Shopping campaigns, using data from Merchant Center.

Ads inside AI Mode and AI-generated answers

At Google Marketing Live on May 20, 2026, Google announced new ad formats for AI-powered search. Ads built with Gemini adapt to a user’s specific question and appear inside the conversation in AI Mode, labeled as sponsored content.

For businesses, that is a sign the competition for customers is shifting from the results page to AI-generated answers. The quality of your landing page and product data matters more, because AI uses it to build its answer.

Ask Advisor and Asset Studio

Google also announced Ask Advisor, an AI assistant built into Google Ads, Google Analytics, and Merchant Center, plus Asset Studio for creating ad images and video from brand guidelines. Demand Gen on YouTube keeps expanding too, with new formats and tools for working with creators.

What to do in your account

Check whether you are using Dynamic Search Ads. If you are, it is better to move to AI Max yourself and test it in an experiment before Google does it automatically.
Fill in exclusions and brand guidelines. AI Max looks for new queries. Negative keywords and text guidelines protect your budget from irrelevant traffic.
Get your conversion tracking right. Automation learns from conversions. Without accurate measurement in GA4 and Google Ads, AI optimizes for the wrong signals.
Improve your landing pages. URL expansion means Google picks the landing page for your ad. Every page in your offer should clearly say what you sell and how to get in touch.

If you would rather have someone else check these settings, see how our Google Ads agency approaches account audits.

Frequently asked questions about Google Ads 2026 changes

Do I have to switch to AI Max?

Google will migrate campaigns using Dynamic Search Ads automatically, with a final deadline of February 2027. Standard search campaigns can keep running without AI Max, but it is worth testing it in an experiment and comparing results.

Will AI Max increase my costs?

It can, if your account does not have exclusions and accurate measurement in place. AI Max looks for new queries, so without controls it is easy to get clicks that do not turn into customers. Well-set guidelines and negative keywords limit that risk.

Where should I start cleaning up my account?

Start with conversion tracking. You will find instructions in Google’s help center on conversion tracking. Without it, no automation will perform well.

Summary

Google Ads 2026 marks a shift from manually chosen keywords to campaigns where AI picks the queries, ad text, and landing pages. Accounts with accurate measurement and a clearly described offer come out ahead. If you want us to check how these changes affect your campaigns, book a free consultation.

Sources

Content prepared with the help of AI tools and reviewed by the Velocy team.