Google has confirmed that Dynamic Search Ads will be forcibly upgraded to AI Max starting in September 2026. Advertisers who have not migrated voluntarily by then will have their campaigns automatically converted, with settings and data ported into new standard ad groups.
The migration is rolling out in two phases. Phase one, running now through August, gives advertisers access to upgrade tools that carry over historical settings and performance data. Phase two begins in September, when all remaining DSA campaigns, along with those using automatically created assets and campaign-level broad match, will be upgraded without the advertiser lifting a finger.
AI Max replaces DSA with a broader, AI-powered query matching system. Where DSA relied primarily on website content to match queries, AI Max combines advertiser inputs, website content and richer behavioural signals to find untapped search queries. Google says it delivers the same benefits as DSA while preparing campaigns for the evolving search landscape, which now includes AI Mode and conversational queries.
The deadline for all DSA campaigns to be automatically upgraded to AI Max
For advertisers running DSA as a discovery or catch-all campaign type, the transition changes how query matching works under the hood. AI Max uses broader signal sets, which can surface more queries but also requires tighter negative keyword management and closer monitoring of search term reports.
Why it matters
DSA has been a workhorse for advertisers who wanted to capture long-tail queries without building out exhaustive keyword lists. Its replacement signals Google's broader push toward AI-driven campaign management, where the platform makes more decisions about targeting, creative and bidding. That pattern is consistent across Performance Max, broad match defaults and now AI Max.
For Australian advertisers running lean paid search operations, the forced migration means one thing: audit your DSA campaigns now, while you still control the transition.
What to do about it
Review every campaign currently running DSA ad groups. Document the queries they are matching and the conversion data they are generating.
Use Google's voluntary upgrade tools before August to migrate on your own terms. This gives you control over how settings are ported.
Tighten your negative keyword lists. AI Max will cast a wider net than DSA, and without guardrails, you will pay for irrelevant traffic.
Monitor search term reports weekly after migration. The first 30 days will show you where AI Max is expanding beyond your intended reach.
Set up automated rules or scripts to flag spend on low-intent queries early.
The shift from DSA to AI Max is not optional. The only variable is whether you manage it or let Google manage it for you.
