Most ecommerce brands optimise the account and ignore the feed. It is the wrong way around. On Google in 2026, the product feed does most of the work Shopping and Performance Max used to hand to the media buyer. A plain-English guide to why the feed is the campaign, what to fix inside it, and the account decisions that still actually matter.

Google is retiring Dynamic Search Ads in September 2026 and replacing them with AI Max. Here's what's actually changing, what the independent data shows, and how to make sure the migration works in your favour.