Search campaigns running Campaign-level Broad Match or standalone Automatically Created Assets over to AI Max

Helllooo,

Starting September 1, Google began automatically migrating Search campaigns running Campaign-level Broad Match or standalone Automatically Created Assets over to AI Max. No opt-in required. 

It's rolling out through the month, and campaigns get moved in place with equivalent AI Max settings, existing brand inclusions and exclusions carry over automatically.

This is not harmless as you think it might be. Since August 3, you can no longer create new Broad Match or legacy ACA campaigns at all. That is a long gone history now.. 

Dynamic Search Ads get a longer runway, Google starts nudging DSA advertisers this month, sends reminder notices in January, then auto-migrates DSAs in February 2027, permanently removing the ability to create new DSA ad groups after that.

Why this matters more than a routine migration note

Every one of these moves hands more matching, more targeting, and more creative assembly to Google's models. You're not choosing keywords or exact placements the way you used to. You're choosing an outcome and feeding the system signals to chase it.

Which means the one lever you still fully control just became the most important one: the data you send back.

Unfortunately, no one talks more about this.

AI Max campaigns learn from whatever conversion signal you're optimizing toward

If that signal is "any purchase," it'll happily hunt down purchases, including the $12 one-time buyer next to your $400 repeat customer.

If your feed is stale, your conversion values are missing, or your purchase events are duplicated between browser and server side, the model is optimizing on junk while thinking it's optimizing on truth.

Broader matching without clean signal isn't more reach. It's more spend chasing the wrong shopper.

What to actually do before the DSA migration lands

• Audit whether your purchase events are deduplicated and carrying accurate order values, not just a "purchase = yes" flag.

• Check that new-customer and repeat-customer purchases are distinguishable in what you're sending back, AI Max can't chase what it can't see.

• If you're relying on browser-side tracking/CAPI alone, know that it's the first thing that breaks as matching gets broader and less literal.

Just in case, if you want to set up capi without code.

Google is done asking permission on keyword control. The only real leverage left is making sure what you feed the algorithm is worth learning from.

Want your purchase signal audited before your Broad Match campaigns fully migrate?

Book a demo, we'll walk through your Meta and Google conversion setup and show you exactly where the signal is leaking or start a 14-day free trial and see your event data for yourself.