According to PPC News Feed (18 October 2026), AI Max for Search was appearing automatically enabled in some Google Ad Grants accounts, Google’s programme for nonprofits, without advertisers having opted in. The source is based on a user’s share, uses cautious language (“appearing”, “potentially”), cites no Google statement and doesn’t indicate how many accounts, since when nor how to switch off. The practical recommendation is to check whether AI Max is active, what changed in search terms and whether the message remains suitable for the organisation’s mission.
What was observed
PPC News Feed recorded, on 18 October 2026, that Search campaigns with AI Max appeared automatically enabled in some Google Ad Grants accounts. The observation was shared by Dan Kabakov. The source uses hesitant language (“appears”), cites no Google statement, doesn’t say how many accounts are affected nor when it started, nor how to switch off.
So treat it as a signal to check, not a confirmed fact for all accounts.
Context: the migration to AI Max
According to Search Engine Land, since 1 September 2026 Google migrates eligible Search campaigns to AI Max (campaign-level broad match or automatically created assets). The observation in Ad Grants accounts fits that movement. AI Max widens the searches reached based on landing page content and existing assets, and adapts the message to intent.
In an organisation with a specific mission, that widening may bring relevant and irrelevant searches.
NGO and Ad Grants: AI Max check
- AI Max active? Which features?
- Search terms of recent weeks
- Negatives applied and recorded
- Generated texts reviewed and approved
- Landing pages suited to the mission
- Conversions aligned with the mission
Why NGOs should pay attention
Associations and NGOs often have small budgets and teams, manage the account with volunteers or limited time, and depend on public trust. An automatic message that doesn’t reflect the mission well, or irrelevant searches (for example jobs, financial aid the organisation doesn’t provide), cost credibility and opportunities.
A quick check avoids surprises.
A ten-minute check
Open each Search campaign and see whether AI Max is active and which features are on (term matching, text customisation, final URL expansion). View search terms of recent weeks, compare with the previous period and apply negatives. Review generated ads and the landing pages they lead to.
Record what you found and the date. If you can’t switch off, adjust controls such as exclusions and text guidelines, when available.
Credibility is a nonprofit's main asset.
Message, mission and transparency
An NGO must be rigorous in its claims: results, impact, support provided, donations. Automatically generated texts can exaggerate or simplify. Approve text in writing, review generated assets and remove what doesn’t match reality. In donation appeals, be clear about where funds go.
Credibility is a nonprofit’s main asset.
Measuring what matters to an NGO
Define what a conversion is for your mission: donations, volunteer sign-ups, support requests, subscriptions, event participation. Measure quality (for example volunteers who attend) and not just clicks. Link data collection to consent rules and GDPR.
In an Ad Grants account, the aim is to make good use of resources, not spend for the sake of it.
When to ask for external help
If nobody in the organisation masters the account, consider occasional support from a professional (audit, training, initial structure), rather than expensive ongoing management. Ask for proposals by scope, with documentation and knowledge transfer, and administrator access always with the organisation.
Some companies offer pro bono support; assess conflicts of interest and equally ask for contract and transparency.
Questions for whoever manages the account
Is AI Max active in our campaigns? Since when? What changed in search terms? What negatives did we apply? Who approves texts? What do we consider a conversion? When was the last audit?
If your organisation wants a review of its Ad Grants or Google Ads account, focused on mission, message and measurement, I can help structure the audit.
An illustrative example of an animal association
An animal protection association in Coimbra, with an Ad Grants account, sees that AI Max began bringing searches like “buy pedigree dog” and “puppy prices”, which don’t match the adoption mission. The example is hypothetical. The association applies negatives (buy, price, breed), adjusts the text to highlight adoption and volunteering and reviews terms weekly. In a few weeks, traffic becomes more aligned with the mission.
With little time, a short, consistent routine gives good results.
Summary in three lines
AI Max appears enabled in some Ad Grants accounts, according to a cautious source and without a Google statement. Check your account, review terms and texts and align conversions with the mission.
Frequently asked questions
Was AI Max really enabled automatically?
The source says it appears enabled in some Ad Grants accounts, with cautious language and no Google statement. Check your account.
Can I switch AI Max off?
The source doesn’t explain how. Check campaign settings and Google Help.
Does this affect normal companies?
Since 1 September, Google migrates eligible campaigns to AI Max, according to Search Engine Land. Check your account too.
Sources consulted
Keep reading
- Two new audit tools in Google Ads: the search terms and ad combinations report and the “Partners” setting in Performance Max
- Google Ads lead forms: marking answers as “qualifying” to get better quality leads
- Google Ads account paused for suspicious payment activity: what Google explains, the steps and how to avoid surprises