01
The quick comparison
- Campaign-level Broad Match → Search Term Matching ON; Text Customization OFF; Final URL Expansion OFF.
- Standalone ACA → Search Term Matching ON; Text Customization ON; Final URL Expansion OFF.
- Existing brand inclusions and exclusions are preserved in both migration paths.
That mapping is why it is inaccurate to say Google simply turns the full AI Max suite on for every migrated Search campaign.
02
Search Term Matching is the common layer
Both September migration paths enable Search Term Matching. Google describes it as the AI-powered query-expansion layer that can use broad match and keywordless technology to find relevant searches beyond existing keywords.
Search Term Matching can be controlled at the ad-group level when AI Max is enabled, so advertisers still need to inspect the actual campaign and ad-group settings after migration.
03
Text Customization is where Broad Match and ACA diverge
Campaign-level Broad Match migrations leave Text Customization off by default because the legacy setting concerned query matching rather than automated creative generation.
ACA migrations turn Text Customization on by default, reflecting ACA’s existing role in automatically creating ad text. Those campaigns deserve an immediate review of generated headlines and descriptions after migration.
04
Final URL Expansion remains off in both default mappings
Final URL Expansion is the AI Max landing-page selection layer. Google’s September migration mapping keeps it off for both campaign-level Broad Match and standalone ACA migrations.
05
What to check after migration
- Confirm which legacy setup triggered the migration.
- Verify Search Term Matching, Text Customization and Final URL Expansion individually.
- Check that brand controls were preserved.
- Use the migration checklist for baseline, reporting and post-change quality review.
Dynamic Search Ads should not be folded into this comparison because their auto-migration has been deferred to February 2027 and follows a different mapping path.
Sources
Primary and supporting sources
Facts were rechecked against the linked sources immediately before publication. Pricing, product availability and rollout status can change.