Google just expanded AI Max in Google Ads with new A/B testing and Performance Planner tools set to roll out in September. Advertisers can now test varying budgets and ROI targets across multiple Search campaigns in a single run while keeping brand and location controls intact, alongside one-click bid simulation updates.
Google is retiring Dynamic Search Ads in favor of AI Max, promising an average 7% bump in conversions at similar cost. After advertiser pushback, Google delayed the automatic DSA migration to February 2027, though auto-created asset campaigns will still upgrade starting September 2026. Advertisers can switch manually now to keep tighter control.
Google just launched AI Max for Search campaigns in beta to all advertisers globally, offering a one-click setup to optimize search ads using Google AI. The update brings built-in one-click A/B testing across Google Ads platforms and APIs, with custom brand-safety text guidelines rolling out later this fall.
