Ad Platform Deadline Calendar

Dated changes across the ad platforms, with what to do about each one. Kept current; last checked 3 September 2026. If a date here is wrong, tell @dylan_builds and it gets fixed the same day.

Date	Platform	What changes, and what to do
1 September 2026in progress	Google Ads	AI Max for Search campaigns auto-migration begins for eligible Search campaigns.Pull the search terms report weekly. Add negatives for off-product queries before the spend shows up.	Source
1 October 2026in 29 days	Google Local Services Ads	Missed calls during business hours become billable leads when the caller stays on the line over 20 seconds. Key-press routing delays the timer until the key is pressed.Answer the phone, add key-press routing, or expect to pay for calls nobody picked up.	Source
1 October 2026in 29 days	Microsoft Ads	New campaigns on standalone Maximize Conversions, Maximize Conversion Value or Maximize Clicks can no longer set a Max CPC. Existing campaigns keep theirs.Cap spend with a target CPA or ROAS, a portfolio strategy, or Target Impression Share instead.	Source
1 February 2027in 152 days	Google Ads	Dynamic Search Ads auto-migration into AI Max begins.Decide before February whether DSA campaigns move or get rebuilt as standard Search with AI Max controls.	Source
1 February 2027in 152 days	Google Ads	Call-only ads stop serving.Rebuild as Search campaigns with call assets and call reporting before they stop.	Source

Already happened

Date	Platform	What changed
31 August 2026	Google Search Console	Generative AI performance report and the generative AI control rolled out globally. Reports impressions in AI features; clicks and queries withheld.Confirm the control is set to Include. Read the report for impressions, not clicks.	Source
28 August 2026	Google Ads	Book buttons auto-enabled on Search and Performance Max ads for businesses with booking links, without opt-in.The opt-out lives in Google Ads, not in Business Profile.	Source
20 August 2026	Meta Ads	Meta AI connects to ad accounts: flags fatiguing creative, suggests budget shifts, runs scheduled analysis.Check what it recommends before you trust it; it optimises for Meta's metrics.	Source
18 August 2026	Microsoft Ads	Conversions API documentation published, in beta, alongside UET rather than replacing it.Server-side conversion sending is now possible on Microsoft; keep UET running in parallel.	Source
15 July 2026	Google Demand Gen	Billing switched from CPC to CPM for Discover campaigns optimised for view-through conversions. Automatic.If your Demand Gen invoice changed shape in July, this is why. Opt out by disabling view-through conversion optimisation.	Source
22 June 2026	Meta Ads	Ads targeting and reporting moved from Nielsen DMAs to Comscore Markets.Saved audiences and reports keyed on DMA names need rebuilding on the Comscore definitions.	Source
7 May 2026	Google Search	FAQ rich results stopped showing in Google Search. Documentation removed 15 June.Stop adding FAQPage markup for Google. Bing still reads it.	Source
5 May 2026	ChatGPT Ads	Self-serve Ads Manager and CPC bidding opened to all advertisers; minimum spend removed.Any page or guide still describing ChatGPT ads as invite only is out of date.	Source

Questions people ask

When does Google migrate Search campaigns to AI Max?

Eligible Search campaigns began auto-migrating on 1 September 2026, with Dynamic Search Ads following from February 2027. The practical change is that AI Max expands matching well beyond your keywords, so the search terms report needs a weekly pass for negatives.

When do Local Services Ads start charging for missed calls?

From 1 October 2026 a missed call during your business hours counts as a billable lead if the caller stays on the line for more than 20 seconds. Key-press routing delays the timer until the caller presses a key, which is the cheapest defence.

What is changing with Microsoft Ads Max CPC?

From 1 October 2026 new campaigns using standalone Maximize Conversions, Maximize Conversion Value or Maximize Clicks cannot set a Max CPC. Existing campaigns keep theirs. Target CPA, target ROAS, portfolio strategies and Target Impression Share still allow a cap.

How is this list kept up to date?

The entries live in a data file that is checked against the platform announcement each time a guide on the site is updated. Each row links to its source so you can verify the date yourself.

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Ad Platform Deadline Calendar

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