Both platforms spent this week swapping your manual controls for suggestions.

Here’s what actually changes.

The ceiling comes down Oct. 1: Microsoft is removing Max CPC from new non-portfolio campaigns using Target CPA, Target ROAS, Maximize Conversions, and Maximize Clicks.

Existing campaigns keep it. So do portfolio strategies. This is a template review, not a migration.

Your remaining levers are budgets, performance targets, and conversion value rules.

On the other hand, AI Max is rolling out globally on Microsoft Search with broader query matching, generated creative, and dynamic landing page selection.

It stays opt-in, ships with brand controls, and preserves settings on imported Google Ads campaigns.

Speaking of Google’s version of AI Max, it’s getting the measurement layer first.

From September, multi-campaign A/B tests for budgets and ROI targets, experiments that finally run with brand and location controls enabled, plus Performance Planner forecasts you can apply in one click.

Google’s also filling in your blanks: Customer Match is testing Enhanced matching, an opt-in setting that expands lists using consented publisher signals. Incremental reach? Unspecified.

And Google Ads now suggests sitelinks based on your final URL.

There’s also something for the content side: Google’s new Preferred Sources button turns one reader click into standing placement in Top Stories, AI Overviews, and AI Mode.

This might boost, or decrease your search engagement, too. Not by much, we think. For now.