• From 1 September 2026, Google automatically upgraded Search campaigns that used automatically created assets (now called text customization) or the campaign-level broad match setting to AI Max for Search.
  • Upgraded campaigns got search term matching on; former automatically created assets campaigns also got text customization on. Final URL expansion stayed off in both cases.
  • In late September 2026 Google removed campaign-level language targeting from Search and AI Max campaigns. Ads now match on their own language and the user’s language signals, which matters in bilingual markets like Israel.

You found AI Max switched on in a campaign you never touched, or search terms in a language you did not expect. Both come from changes Google made in September 2026.

As of October 2026, the upgrade has rolled through eligible accounts and the language setting is gone from Search campaigns. Here is what changed and what to check.

Which Google Ads campaigns were upgraded to AI Max?

Google upgraded Search campaigns that used campaign-level broad match or standalone automatically created assets, starting 1 September 2026 and rolling out through the month. The Google Ads developer blog announced the upgrade for 1 September 2026, and Google Ads Help carries the same notice on the broad match campaign setting page and the text customization page.

Defaults differed by path, according to the developer blog. Campaigns coming from campaign-level broad match got search term matching on, with text customization and final URL expansion off, and kept their brand lists. Campaigns coming from automatically created assets got search term matching and text customization on, with final URL expansion off.

Dynamic Search Ads were excluded: Google updated its DSA announcement on 11 June 2026 to move their auto-upgrade to February 2027. KnewChoice reports that standard Search campaigns with keyword-level match types and neither legacy setting were left unchanged, consistent with the scope Google published.

What should you check in your account after the AI Max upgrade?

Confirm which campaigns now run AI Max, then review its three features and the AI Max rows in your reports. Google’s AI Max setup guide and AI Max reporting guide show where each item lives.

Setting Where Keep or change
AI Max status Campaigns, Settings, AI Max Confirm every campaign where it is on was intended
Search term matching Ad groups, Search term matching Keep where conversion tracking is reliable; turn off in brand or tightly controlled ad groups
Text customization AI Max, Asset optimization Review assets marked “Google AI”; unchecking it also turns off final URL expansion
Final URL expansion AI Max settings Should be off; if on, add URL exclusions
Search terms report Match type filtered to “AI Max” Add negatives; check the language of matched queries
Keywords report “Total: AI Max expanded matches” row Compare cost per conversion with keyword traffic

What does the removal of language targeting mean for bilingual markets like Israel?

Search and AI Max campaigns no longer have a language setting, so the language of your ads, together with the user’s language signals, decides which queries they match. Google’s developer blog dates the change to late September 2026, and the language targeting help page says Search ads “will automatically match based on the language of your ads”, using search term language and the user’s language settings. Performance Max keeps the setting only for its non-Search channels.

Israel produces Hebrew, English and mixed queries, such as a Hebrew phrase around “CRM”. A common setup was one Hebrew and one English campaign separated by language targeting. That separation now rests on the ads.

When we build Hebrew and English Search campaigns for the Israeli market, three points now need explicit attention. Keep each campaign’s ads in one language, since one English headline in a Hebrew ad group sends mixed signals. Review the search terms report by language in the first weeks, because English brand and product keywords typed by Hebrew speakers can pull Hebrew ads into English searches and the reverse. And remember that search term matching widens this effect by matching beyond your keywords. The same applies to Arabic and Russian campaigns.

Should you opt out of AI Max, accept it, or test it?

Test AI Max where conversion tracking is reliable, and opt out where you need strict control over queries, copy or landing pages. Google cites an average of 7% more conversions or conversion value at a similar CPA or ROAS with the full feature suite. That is Google’s average, and your account needs its own evidence.

To opt out, the setup guide describes a campaign toggle that turns off all AI Max features. A middle path turns off search term matching in specific ad groups. To test, compare two similar campaigns, with and without AI Max, for four weeks. If you also run ads in Google AI Mode or are weighing ChatGPT ads, hold every channel to the same cost-per-lead baseline.

Frequently asked questions

Why is AI Max turned on in my Google Ads campaign?

Your campaign most likely used automatically created assets or the campaign-level broad match setting. Google began upgrading those Search campaigns to AI Max for Search on 1 September 2026, turning on search term matching and, for former automatically created assets campaigns, text customization. Each setting can be changed in the campaign’s AI Max section.

Can I turn off AI Max after the automatic upgrade?

Yes. Google’s setup guide describes a toggle in the campaign’s AI Max settings that opts out of all AI Max features, and turning it back on restores the previous settings. To keep some features, switch off search term matching per ad group or uncheck text customization per campaign.

Can I still target a language in Google Search campaigns?

Search and AI Max campaigns lost the campaign-level language setting in late September 2026. Google now matches Search ads on the language of the ads and the user’s signals, such as search term language and language settings. To reach a language, write the campaign’s ads in it and keep each language in its own campaign.

Were Dynamic Search Ads upgraded to AI Max too?

Dynamic Search Ads were excluded from the September 2026 auto-upgrade. Google updated its announcement on 11 June 2026 to move the DSA sunset and automatic upgrade to February 2027. Until then DSA campaigns keep serving, and advertisers can upgrade them to AI Max manually.

Sources

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