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Google Is Force-Migrating Dynamic Search Ads to AI Max. Here Is Your Timeline.

Filip Ivanković··1 min read

Google is retiring Dynamic Search Ads and force-migrating all DSA campaigns to AI Max by September 2026, with voluntary tools available now.

⚡What happened

Google released upgrade tools for DSA users this week, with forced auto-migration of all remaining DSA campaigns to AI Max starting September 2026.

→Why it matters

Letting Google auto-migrate without reviewing your settings risks losing granular control over targeting, bidding and negative keyword structures.

🇦🇺AU angle

Australian advertisers running DSA campaigns have five months to migrate on their own terms before Google does it for them.

◎Who cares

PPC managers, ecommerce teams and agencies running Dynamic Search Ads across any Google Ads account.

▲Risk

Waiting for the forced migration means losing control of the transition, with no guarantee your historical settings will transfer cleanly.

Your move

Log into Google Ads and check for the AI Max upgrade prompt on any DSA campaigns

Duplicate a DSA campaign as AI Max and run a side-by-side performance test over two to four weeks

SourcesGoogle Ads BlogSearch Engine Journal
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Filip Ivanković
Filip IvankovićFounder, New Rebellion

10+ years leading performance marketing across agencies and in-house teams in Australia. Writes about the gap between marketing activity and commercial outcomes, and what it takes to close it.

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