Google is pushing Search advertising further toward AI. In 2026, Google AI Max for Search campaigns is becoming a bigger part of Google Ads, with improvements to targeting, ad creation, and landing-page selection. Google is also moving some older campaign setups toward AI Max. For Indian PPC agencies, this means one thing: It’s time to audit your Google Ads accounts before the transition creates surprises.
Here are seven things worth checking:
1. Check Your Dynamic Search Ads
Dynamic Search Ads are moving toward Google AI Max, but there’s an important timeline update. Google has extended the automatic DSA migration to February 2027, giving advertisers more time to prepare. However, Google has recommended starting the transition early rather than waiting for the automatic upgrade. So, if you’re still managing DSA campaigns for clients, now is a good time to review them.
2. Audit Campaign-Level Broad Match
Campaigns using campaign-level broad match settings are part of the September 2026 automatic upgrade to Google AI Max.
Check:
- Which campaigns use the setting?
- What keywords are driving conversions?
- Are conversion goals configured correctly?
- Are brand exclusions and other controls in place?
Don’t let an automatic change happen without understanding what it could mean for performance.
3. Review Automatically Created Assets
Campaigns using Automatically Created Assets (ACA) are also being moved toward AI Max starting in September. Google says these campaigns will be upgraded with search term matching and text customisation enabled by default. Before the change, review your existing ad messaging and make sure your website content accurately represents your brand.
4. Check Your Landing Pages
Google AI Max includes Final URL Expansion, which can help send users to pages that better match their search intent. That makes your website more important.
Audit your:
- Landing pages
- Product pages
- Service pages
- Blog content
- Outdated URLs
- Poor-converting pages
If Google has more freedom to choose landing pages, your website needs to be well organised.
5. Review Your Brand and Location Controls
Google AI Max provides controls around areas such as brand and location targeting. This is particularly important for Indian PPC campaigns. For example, an agency managing campaigns for a Lucknow-based business may not want advertising spend going toward irrelevant locations. Review your geographic targeting and brand controls before making the switch.
6. Check Your Conversion Tracking
AI-powered campaigns are only as good as the signals you give them. Before moving campaigns to Google AI Max, check whether:
- Conversion tracking is working
- Primary conversions are correct
- Duplicate conversions are removed
- Lead quality is being measured
- Revenue values are accurate where applicable
If your conversion data is poor, AI optimisation can end up chasing the wrong results.
7. Don’t Just Look at CPA
Google AI Max is designed to find additional opportunities, so agencies shouldn’t judge performance only by clicks or cost per click. Look at:
Conversions → Conversion value → CPA → ROAS → Lead quality → Revenue
Google says Search campaigns using the full AI Max feature set have seen an average 7% increase in conversions or conversion value at a similar CPA/ROAS compared with using search term matching alone, based on Google’s internal 2026 data. Treat that as Google’s reported average, not a guarantee for every account.
What Should Indian PPC Agencies Do Before September Ends?
Don’t wait for an automatic migration and then try to figure everything out. Create a simple account audit:
Campaigns → Targeting → Assets → Landing Pages → Conversion Tracking → Locations → Performance
Then identify which campaigns need attention. Google is also adding more AI Max testing and planning tools, including multi-campaign experiments and Performance Planner improvements, giving agencies more ways to test changes before scaling them.
Need Help Managing Your Google Ads?
AI-powered Google Ads is making PPC more automated, but that doesn’t mean strategy is becoming less important.
Hubster Marketing helps businesses manage Google Ads, SEO, social media, content marketing, and other digital marketing services with a focus on measurable growth. Whether you want to reduce wasted ad spend, generate better leads, or prepare your campaigns for Google’s AI-driven advertising changes, our team can help. Want to improve your PPC performance? Contact Hubster Marketing today and let’s build a smarter Google Ads strategy for your business.
Final Thoughts
Google AI Max is changing the way Search campaigns are managed. For Indian PPC agencies, the priority isn’t to blindly switch everything to AI. It’s to audit first, understand the changes, check your data, and keep the right controls in place. The agencies that prepare their accounts properly will be in a much better position to take advantage of Google’s AI-powered advertising without losing sight of their clients’ actual business goals.
