Google AI Max hit general availability April 15. DSA campaigns auto-upgrade in September. Here is what to do before the deadline.
Google is retiring Dynamic Search Ads in September 2026, auto-upgrading all DSA campaigns to AI Max for Search with broader intent matching and automated text.
Google AI Max for Search hit general availability on April 15, with voluntary upgrade tools available now and forced migration starting September.
AI Max replaces manual targeting with AI-driven intent matching and claims 7% more conversions at similar CPA, but advertisers lose granular control.
Australian businesses running DSA campaigns need to migrate on their own terms before September or lose control over timing and testing.
Google Ads managers, PPC specialists and anyone running Dynamic Search Ads or campaign-level broad match.
Waiting for the auto-upgrade in September means Google controls the migration, and AI Max can send traffic to pages you did not intend.
Audit every campaign using DSA or automatically created assets right now
Use the voluntary upgrade tool and test AI Max alongside existing campaigns for 2-4 weeks before cutting over