Google is retiring Dynamic Search Ads and auto-upgrading all campaigns to AI Max for Search by September 2026. Migration tools are live now.
Google is retiring Dynamic Search Ads and forcing all advertisers onto AI Max for Search by September 2026, with migration tools live now.
Google announced AI Max for Search is out of beta and will replace Dynamic Search Ads for all advertisers, with remaining DSA campaigns auto-upgrading in September 2026.
Advertisers who wait until September lose control over how their DSA settings transfer, because Google will make every migration decision for them.
Australian advertisers running DSA campaigns face the same global deadline with no regional extension, so the voluntary migration window is closing fast.
Any business or agency running Dynamic Search Ads in Google Ads, particularly ecommerce and lead generation accounts with large keyword footprints.
Delaying migration means Google auto-converts your campaigns with default settings, which could spike CPA or misallocate budget across ad groups.
Audit all campaigns currently using DSA and use Google's migration tools to port settings into standard ad groups on your terms
Test AI Max features (search term matching, text customisation, final URL expansion) before September and monitor CPA weekly during transition