1 min read
What changed
Google announced Dynamic Search Ads (DSA) will be fully retired by September 2026
AI Max for Search exits beta and replaces DSA, automatically created assets and campaign-level broad match
Migration tools are rolling out now for voluntary transition before the forced September upgrade
What it means
This is the biggest structural change to Google Search campaigns in years. If you run DSA campaigns, your setup will be automatically converted to AI Max in September whether you act or not. Google reports AI Max delivers 7% more conversions at similar CPA/ROAS when using all three features: search term matching, text customisation and final URL expansion. The catch is reduced manual control. Advertisers who migrate now get to test and optimise on their own timeline instead of being forced into it.
What to do
Audit all campaigns using DSA, ACA or campaign-level broad match today
Use Google's voluntary migration tool to port historical settings into new standard ad groups
Test AI Max features incrementally: enable search term matching first, then text customisation, then URL expansion
Document current DSA performance benchmarks so you can measure AI Max against a real baseline
Source: Google Ads Blog, Search Engine Journal, MediaPost
