1 min read
What changed
Google announced on April 15 that Dynamic Search Ads (DSA) will be permanently replaced by AI Max for Search starting September 2026
Migration tools are rolling out now so advertisers can port historical settings and data into standard ad groups
After September, advertisers will not be able to create new DSA campaigns via Google Ads, Google Ads Editor or the API
What it means
This is not optional. Every Australian business running DSA campaigns needs to migrate before September or get auto-upgraded with default settings. Google reports AI Max campaigns deliver an average 7% more conversions at similar CPA/ROAS compared to search term matching alone. The shift signals Google's broader push to remove manual campaign types in favour of AI-driven automation. If you have finely tuned DSA campaigns, the default migration may not preserve your intent.
What to do
Audit all active DSA campaigns now and document your targeting settings, negative keywords and bid strategies
Use the migration tools Google is rolling out this week to manually port campaigns to AI Max
Test AI Max on a small budget before September to benchmark performance against your current DSA results
Review search term reports weekly during the transition to catch any targeting drift
Source: Google Ads Blog, MediaPost (April 15, 2026)
