As AI Max rolls out, you may notice a few changes across your Search campaigns.
If you’re already using auto-generated assets with Responsive Search ads, you’ll now see that capability reflected within AI Max as the “text customization” feature. Your existing AI settings will continue to work as expected, as this change doesn’t opt you into the broader AI Max feature set.
If you’re using Google Import, AI Max settings can now be carried over from Google Ads. For accounts using scheduled imports, any Microsoft campaigns that correspond to campaigns with AI Max enabled in Google Ads will continue to inherit those settings during future syncs. AI Max will also be enabled by default for any new Search campaigns you create in Microsoft Advertising, though it can still be turned off at any time during campaign creation or afterwards.
Finally, while Google has announced its transition away from Dynamic Search ads (DSA), DSA campaigns will continue to be supported in Microsoft Advertising until further notice. If you’re using Google Import, upgraded DSA campaigns will be converted back to standard Dynamic Search ads campaigns in Microsoft Advertising. We’ll share more details on future enhancements and timing as they become available.
Built with your feedback in mind, AI Max helps you capture the full spectrum of modern search—from traditional queries to AI-powered discoveries. Just as importantly, it gives you the control and transparency you need to understand, optimize, and guide that performance.
Ready to start reaching more relevant searches with more relevant ads? Sign in today to test all three AI Max features or talk to a Microsoft Advertising expert to get started.
