Google Ads in 2026 is not the same as in 2025. The platform has undergone a profound transformation, with artificial intelligence taking control of nearly all campaign decisions. This guide gathers the most important changes and shows how to adapt your strategy.
AI Mode and AI Overviews: the new frontier of searches
Google is testing AI Mode in the U.S. — a conversational search mode where ads appear integrated into the AI-generated responses. Existing Search and Shopping campaigns are automatically eligible to appear in these spaces, under the "Sponsored" label.
The AI Overviews (formerly known as SGE) now display ads natively. This means your account needs to have high-quality assets — headlines, descriptions, and images — to be selected by the algorithm.
Performance Max 2026: more control, same automation
PMax continues to be the center of Google campaigns, running on Search, Display, YouTube, Gmail, Discover, Maps, and Shopping simultaneously. The updates for 2026 include:
- High Value Mode: prioritizes high-value conversions over volume
- Predictive Budget Allocation: automatically redistributes budget among campaigns
- Channel Reports: it is finally possible to see performance separated by channel within PMax
71% of advertisers are already using PMax in 2026. If you haven't adopted it yet, you're missing out on performance.
AI Max for Search: optional keywords
AI Max is not a new type of campaign, but a set of features that eliminate the need for keywords. AI Max allows keyword-free searches, dynamic copy, and intelligent URL routing. Google recommends trusting the algorithm and providing only the best creative inputs.
Demand Gen: the replacement for Video Action Campaigns
Demand Gen campaigns (formerly Discovery) now completely replace Video Action Campaigns (VACs). Focused on YouTube (including Shorts), Gmail, and Google Discover, these ads are ideal for the middle of the funnel — awareness and consideration.
End of Call Ads
Standalone phone call ads have been discontinued. Now, the phone number must be used as a call asset within responsive search ads.
How to adapt
Related Articles
To succeed in Google Ads 2026: invest in clean and organized first-party data, produce varied and high-quality creatives, trust automation but closely monitor results, and use PMax channel reports to optimize. Need help migrating your campaigns? Talk to Agência Kaizen, Google Premier partner.