Google moves AI Max for Search out of beta, will retire legacy ad tools
Google is ending the beta period for AI Max for Search and will automatically convert Dynamic Search Ads and other legacy advertising formats to the new system in September. Advertisers can switch voluntarily now.
The shift reflects how search behavior has changed. Queries have grown more complex as AI features like Google's AI Overviews-AI-generated summaries that appear at the top of search results-reshape how people search. Dynamic Search Ads, which launched in 2011, rely on landing page data to target ads. That approach no longer captures how users actually search.
AI Max for Search combines landing page signals with asset-based targeting and real-time intent signals. Google said the system delivers an average of 7% more conversions or conversion value compared to legacy search-term matching methods when using its full feature set.
What's changing
The automatic conversion affects three areas: Dynamic Search Ads, automatically created assets, and campaign-level broad match settings. Google will attempt to mirror existing account settings during the transition to maintain performance stability.
AI Max for Search offers more granular controls than earlier tools. Advertisers can set brand, location, and text guidelines. The system also provides reporting beyond standard performance metrics and simpler campaign workflows.
Creative generation also differs. Dynamic Search Ads create static headlines and landing pages based on website content. AI Max for Search tailors creative dynamically based on individual searches.
Timeline and next steps
Google is strongly encouraging advertisers to opt in before the automatic conversion deadline. The company will complete the switchover by the end of September.
The move comes as Google faces increased competition in digital advertising. Meta is forecast to surpass Google in digital ad revenues for the first time this year, according to Emarketer.
Marketers managing search campaigns should review their account settings now. Learn more about AI for Marketing or explore the AI Learning Path for Marketing Managers to understand how these tools fit into broader advertising strategy.
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