Google has created a new tool to help advertisers running display and search ads with the company upgrade to its AI-enhanced Performance Max format.

Performance Max is a campaign type available through Google that allows advertisers to buy across different platforms – such as Display, Search, Shopping, YouTube, Gmail and Maps – from a single campaign. Performance Max also combines all of Google’s AI technologies across areas like bidding, budget optimization, audiences, creative types and attribution. While upgrading to Performance Max is optional, the ad format has been frequently cited by Google as a priority area for delivering the most possible value to its advertisers.

With the new upgrade, advertisers can upgrade to Performance Max using a self-serve tool that will guide them through the upgrade process. Once completed, the Performance Max platform will create a separate campaign for each upgraded ad, using historical data to maintain consistent performance.

Upgrading to Performance Max will give advertisers access to AI-enhanced abilities like content-aware ads, which won’t show ads for a particular product if it is out of stock, or automatically extending ads to different platforms to reach a desired audience.

Last year, Google began automatically upgrading advertisers with Smart Shopping ads to Performance Max. This will not be the case now, as advertisers will still have access to both Display and Dynamic Search ads.