You rely on Google Ads to keep your trucks on the road and your dispatch board full. If you ignore the major Google Ads updates rolling out this month, those high-paying service calls might go to your competitors instead.
Google is changing the rules of the game again. Starting September 1, 2026, Google Ads is automatically upgrading all existing Search campaigns that use the campaign-level broad match setting into a new framework called AI Max for Search. This forced upgrade also includes any standalone Automatically Created Assets setups you currently run.
If you are wondering about AI Max and what happens to broad match in September, you are not alone. Many HVAC owners are scrambling to figure out how this impacts their marketing budget. The transition runs from September 1 through September 30. During this window, Google will completely phase out and replace your legacy campaign-level broad match configurations.
The End of the Legacy Broad Match Switch
As of August 3, 2026, advertisers officially lost the ability to create new campaign-level broad match settings or legacy ACA setups in the Google Ads user interface. The option is completely gone from the Editor and the API too.
Now, the automatic migration is here. Campaigns that previously relied on campaign-level broad match will automatically have search term matching enabled by default under the new AI Max framework. The legacy switch you might be used to toggling is officially deprecated. AI Max controls now completely supersede it.
What does this actually mean for your search ad budget? It means Google is taking more control over which user searches trigger your ads. If you are not actively monitoring your account, you might end up paying for clicks from people searching for cheap AC filters instead of emergency heating repairs.
What Happens to Phrase and Exact Match?
You might wonder how this affects your carefully selected keywords. Fortunately, traditional keyword match types continue functioning normally. Your phrase match and exact match keywords will still do their jobs.
However, there is a major catch. When AI Max is active at the campaign level, its search term matching feature can expand those exact and phrase match parameters. The AI determines if a search query is highly relevant to your business, even if it does not perfectly align with your exact keywords.
This creates a tricky situation for a local HVAC business. On one hand, AI Max might find a highly motivated homeowner using a search phrase you never thought to target. On the other hand, the system might assume a search for “window unit troubleshooting” is relevant to your premium central air installation campaign. You need to keep a close eye on what the AI decides is a good match.
Steps to Take Right Now
Do not let the migration happen without a plan. Take active steps right now to protect your return on investment.
First, log into your Google Ads account and identify which of your campaigns were using the campaign-level broad match setting. These are the campaigns automatically transitioning to AI Max this month. Make a note of their current performance metrics so you have a baseline to compare against in October.
Second, start checking your search terms report every single week. This report shows you exactly what people typed into Google before clicking your ad. Because AI Max has the power to expand your keyword matching, you need to catch irrelevant searches quickly. When you spot a bad search term, add it to your negative keyword list immediately. This tells Google to stop showing your ads for that specific phrase.
Third, double down on your negative keywords. If you only want residential jobs, make sure commercial terms are blocked. If you do not service appliances, block words like refrigerator and oven. A strong negative keyword list is your best defense against AI expanding your reach too far. You can find more tips for tightening your strategy on our latest digital marketing updates page.
Take Control of Your Ad Spend
Google will continue to push automated solutions and AI-driven campaigns. These tools can definitely drive growth, but they require expert supervision. You cannot just set your budget and forget about it.
If keeping up with these constant updates feels like a full-time job, you do not have to do it alone. Working with experts in optimizing your paid search campaigns ensures your budget goes toward booking real jobs.
The team at beMarketing specializes in helping local home service businesses thrive. As home service marketing experts, we know exactly how to guide your HVAC Google Ads strategy through this AI Max transition. We will monitor your search terms, refine your match types, and keep your phones ringing. Reach out to our team today and let us help you maximize your marketing dollars this September.
