Google Ads rolls out AI Max upgrade and expands Limited Ad Serving policy

Google announced that, starting September 1 2026, all Search campaigns using automatically created assets or the campaign‑level broad match setting will be upgraded to AI Max. The change adds automated query expansion and search‑term matching, with the option to disable it at the ad‑group level. Advertisers noted the move resembles a rebranding of existing automation features.

In parallel, Google is extending its Limited Ad Serving policy to cover every Google Ads product. Beginning in August 2026 and phasing through 2028, the policy will limit impressions—not disapprove ads—for accounts deemed higher‑risk based on signals such as account maturity, verification status, and compliance history. Qualified advertisers retain unrestricted delivery, while limited accounts receive in‑account notifications and can appeal via a dedicated form. Google urges advertisers to complete verification, maintain clear branding, and avoid generic copy to build trust and avoid restrictions.