Direct answer: Google has extended the automatic migration of Dynamic Search Ads (DSA) to AI Max for Search campaigns. The DSA sunset and auto-upgrade now begins in February 2027, not September 2026. But campaigns using Automatically Created Assets (ACA) and campaign-level broad match are still scheduled to auto-upgrade starting in September 2026, according to Google’s June 11 update.
If you manage Google Ads, the practical move is simple: do not wait for the automatic migration. Use the extra time to audit DSA campaigns, launch a controlled AI Max test, tighten brand/location/URL controls, and compare conversion quality before February 2027.
Quick migration checklist
- Find every affected campaign: list campaigns using Dynamic Search Ads, Automatically Created Assets, or campaign-level broad match.
- Separate the deadlines: DSA auto-upgrade begins February 2027; ACA and campaign-level broad match auto-upgrades still begin September 2026.
- Run an AI Max experiment now: test search term matching, text customization, and final URL expansion before the forced transition.
- Protect brand safety: review brand controls, location controls, negative keywords, text guidelines, and final URL exclusions.
- Audit landing pages: AI Max depends heavily on website content and landing-page relevance, so weak pages can create weak matches.
- Compare quality, not just volume: monitor conversion value, lead quality, CPA/ROAS, irrelevant terms, and landing-page routing.
- Document a rollback plan: keep notes on old DSA targets, exclusions, URLs, and winning queries before changing structure.
What changed?
Google originally said legacy Search features including Dynamic Search Ads, Automatically Created Assets, and campaign-level broad match would transition to AI Max starting in September 2026. In the updated Google Ads Blog post, Google says it heard advertiser feedback and is extending the DSA sunset and auto-upgrade timeline to February 2027.
| Feature / campaign setting | Google’s current auto-upgrade timing | Action to take |
|---|---|---|
| Dynamic Search Ads (DSA) | Begins February 2027 | Use the extra time to test AI Max and preserve DSA learnings. |
| Automatically Created Assets (ACA) | Begins September 2026 | Review asset controls and ad copy guidelines before September. |
| Campaign-level broad match setting | Begins September 2026 | Check query quality, negatives, and budget exposure. |
What is AI Max for Search campaigns?
AI Max is Google’s AI-powered Search campaign upgrade that uses a broader feature set than traditional Dynamic Search Ads. Google describes the core AI Max suite as search term matching, text customization, and final URL expansion. Google says AI Max uses advertiser inputs such as ads and website content, plus real-time intent signals, to find additional relevant searches and route users to landing pages.
Google also says campaigns using the full AI Max feature suite see an average of 7% more conversions or conversion value at a similar CPA/ROAS compared with using search term matching alone. That claim is based on Google internal data for non-retail advertisers, so advertisers should still validate performance in their own accounts.
Why this matters for PPC teams
Dynamic Search Ads have often worked as a catch-all layer for keyword gaps, especially on large websites. AI Max changes the operating model: it can expand matching, customize text, and choose final URLs more dynamically. That can improve coverage, but it also makes website quality, conversion tracking, exclusions, and query monitoring more important.
Recommended AI Max testing plan
1. Export your current DSA baseline
Before changing anything, export the current DSA campaign setup: dynamic ad targets, page feeds, negative targets, search terms, top landing pages, conversion data, and CPA/ROAS benchmarks.
2. Start with a controlled experiment
Do not move the whole account at once. Pick a campaign or segment with stable conversion tracking and enough volume. Compare AI Max against the current setup for at least one complete conversion cycle.
3. Tighten controls before scaling
Review brand controls, location controls, negative keywords, text guidelines, and final URL exclusions. If AI Max sends traffic to irrelevant pages, fix page content and exclusions before increasing budget.
4. Watch lead quality
More conversions are not automatically better. For lead generation accounts, check CRM outcomes, qualified lead rate, spam rate, sales follow-up results, and offline conversion imports.
Who should act first?
- Large ecommerce and catalog sites using DSA for long-tail query coverage.
- Lead generation businesses where irrelevant queries can create poor-quality leads.
- Agencies managing multiple legacy Search accounts with ACA, DSA, or broad match settings enabled.
- Local service businesses where location controls and landing-page routing are critical.
For businesses that need hands-on PPC migration support, this is naturally relevant to Media87’s AI-powered digital marketing work: the priority is not just switching a setting, but rebuilding the campaign around clean tracking, high-quality landing pages, and query-level learning.
FAQ
Is Dynamic Search Ads ending in September 2026?
No. Google’s updated post says the Dynamic Search Ads sunset and auto-upgrade now begins in February 2027. However, Automatically Created Assets and campaign-level broad match auto-upgrades still begin in September 2026.
Should I wait until February 2027?
Probably not. Google recommends transitioning earlier to maintain control. A safer approach is to test AI Max now, compare it against your DSA baseline, and scale only after quality checks.
What should I monitor after enabling AI Max?
Monitor search term quality, landing-page routing, CPA/ROAS, conversion value, lead quality, negative keyword needs, brand safety, and whether final URL expansion is sending users to appropriate pages.
Sources
- Google Ads & Commerce Blog: We’re upgrading Dynamic Search Ads to AI Max
- Google Marketing Live 2026 recap
- Google Ads Help: AI-powered Search ads and asset flexibility
Note: This article summarizes Google’s public documentation and is not a guarantee of account performance. Always test changes against your own conversion data.