AI Max for Search Campaigns: What the Automatic Migration Means for Lead Generators

AI Max for Search: What happens from September 2026

Google published the timeline in August 2026 for migrating legacy Search campaign features into AI Max. Anyone still running Campaign-level Broad Match or Automatically Created Assets (ACA) will be moved to AI Max automatically from September 1. The migration rolls out gradually through the month. Google carries over existing brand inclusions and exclusions, but the way you steer changes fundamentally: AI Max works largely keywordless and leaves it to the model to decide which queries serve and how the ad copy varies.

A second stage affects Dynamic Search Ads. They will only be migrated automatically from February 2027, after Google pushed back the originally planned September 2026 date and briefly even allowed creating new DSA campaigns again. That is a signal: the first draft was not market-ready.

Why this is delicate for lead generation

AI Max sounds like more reach with less effort. For B2C shops that can work. For lead generation, skepticism is warranted, and there are concrete numbers. A PPC Live analysis across several accounts showed that average CPC fell by 59% and click volume nearly tripled, but cost per lead rose from $493 to $850. More clicks at lower prices, but more expensive leads.

The reason lies in what AI Max optimizes: usually the form. The model widens queries at the top of the funnel and routes users to pages that educate rather than convert. Without linking your conversions to real CRM quality through offline data, you get exactly what the model rewards: lots of form submissions, little substance. That is not a flaw of AI Max but a design principle of automation.

What can change for B2B accounts

• Brand-term separation loses weight, because keywordless targeting partly takes over steering.
• Landing page expansions send traffic to pages not built to convert.
• AI-generated ad copy flattens positioning that was developed manually.
• Search term reports stay patchy, so traceability suffers.

What I would recommend now

First, don't wait for the migration. Anyone using Campaign-level Broad Match or ACA should check before September 1 whether AI Max even makes sense for the account. In lead scenarios I recommend a controlled test with an isolated campaign and clearly defined conversion signals.

Second, strengthen the conversion data base. AI Max only moves toward quality if it receives qualified signals. Enhanced Conversions for Leads and Offline Conversions are the prerequisite so the model doesn't optimize on bare form submissions.

Third, check the API. Anyone using scripts or API integrations needs to switch to AI Max settings. From API versions after September 2026 the legacy Broad Match and ACA structures disappear; older versions are expected to sunset around September 2027.

My take: AI Max is not an end in itself. For pure search campaigns with clear search intent it can make sense. For complex B2B lead scenarios I recommend being prepared for the automatic migration but not going along blindly. By February 2027, when DSA migration is forced, you should have gathered real experience.

Sources

Sources: Search Engine Land, "Google sets AI Max migration timeline for Search campaigns", August 14, 2026; Search Engine Land, "Google Ads is finally building a stronger foundation for B2B lead gen", August 19, 2026; PPC Live, "Google's AI Max for Search: What the data actually shows in 2026".