GOOGLE ADS · SEP 24, 2026 · 6 MIN READ
Google AI Max explained for Kerala businesses: what changes for your ads
Google is upgrading Dynamic Search Ads to AI Max. Campaigns using automatically created assets and campaign-level broad match are upgraded from September 2026, and the full DSA sunset starts in February 2027. Google reports about 7% more conversions at similar cost. Upgrade on your terms, with brand and location controls set.
What is AI Max?
AI Max for Search is Google’s AI-powered upgrade to Dynamic Search Ads (DSA). It uses AI to match your ads to more search queries and to write ad text from your website and assets, while giving you controls for brand, location and text guidelines.
Google says advertisers who switch see an average of 7% more conversions or conversion value at a similar cost per acquisition or ROAS.
What is changing, and when?
| When | What happens |
|---|---|
| Now | You can upgrade DSA campaigns to AI Max voluntarily. |
| From September 2026 | Campaigns using automatically created assets and campaign-level broad match continue to be upgraded automatically. |
| From February 2027 | DSA sunset and auto-upgrade of remaining DSA campaigns begins. |
What should a Kerala business do?
- Upgrade before Google does it for you. A voluntary upgrade lets you set controls first.
- Set location controls. If you serve Malappuram only, make sure AI Max cannot spend in Kochi or Bengaluru.
- Add brand guidelines. Block words you never want in your ads and list the brand terms you want.
- Clean up your landing pages. AI Max reads your site. Clear service pages give it better ad text.
- Watch search terms weekly. Add negatives for irrelevant queries in the first month.
Is AI Max right for small budgets?
Yes, if tracking is correct. AI needs conversion data to learn. Before switching, check that calls, WhatsApp clicks and forms are tracked as conversions in Google Ads.
FAQ
No. It works alongside your keywords and finds extra relevant queries.
Yes, at campaign level. DSA itself is being retired, so plan your move.
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