Google is ending Dynamic Search Ads and auto-migrating all DSA campaigns to AI Max for Search starting September 2026.
1 min read
What changed
Google confirmed Dynamic Search Ads will stop being a standalone format. All DSA campaigns auto-upgrade to AI Max for Search from September 2026.
Migration tools are rolling out now to help advertisers port historical settings and data into standard ad groups.
AI Max campaigns are averaging 7% more conversions at similar CPA when using the full feature suite (search term matching, text customisation and final URL expansion).
What it means
This is not optional. If you run DSA campaigns, they will migrate whether you act or not. The smart move is to do it on your terms before September. AI Max gives Google more control over which queries trigger your ads and which landing pages get served. That can work in your favour if your site is well-structured, or against you if it is not. Australian advertisers running DSA for broad-match discovery need to audit their URL structures and negative keyword lists now.
What to do
Audit your current DSA campaigns and document which ad groups drive real conversions
Use Google's migration tools (rolling out now) to manually port DSA settings into AI Max ad groups
Tighten your negative keyword lists before the auto-migration hits
Test AI Max on one campaign this month to benchmark performance before September
Source: Google Ads Blog and MediaPost (April 15, 2026)