In April 2026, Google confirmed that Dynamic Search Ads (DSA) will be phased out and replaced by AI Max for Search. This is another step forward on Google’s part towards more automated, AI-driven campaign management. From September 2026, advertisers will no longer be able to create new DSA campaigns in Google Ads or Ads Editor. Existing campaigns will automatically be upgraded to AI Max, whether advertisers take action or not.
While voluntary upgrades are already available, the full transition is expected to be completed by the end of September. Brands currently using DSA, automatically created assets (ACA) or broad match at campaign level will see an automatic update to AI Max.
What Is Google’s AI Max Changing?
In the past, DSA has been valuable to advertisers because it captures additional search demand without relying solely on keywords. Through the use of website content, Google dynamically generates headlines and directs users to relevant landing pages. AI Max builds on that but introduces a more advanced, signal-driven approach. Instead of relying primarily on website content, AI Max combines:
- Advertiser inputs, such as ad copy and landing pages
- Broader intent signals from user behaviour
- Contextual data to identify new and relevant queries.
The goal is to expand reach while maintaining relevance, particularly as search behaviour becomes less predictable and more conversational. Google has positioned AI Max as a response to this shift, where traditional keyword targeting alone may not capture the full range of user intent.
Another one of the key differences with AI Max is the balance between automation and control. Google reports that campaigns using the full AI Max feature set are seeing a 7% average increase in conversions compared to standard search term matching. While results will naturally vary, the emphasis is on scaling performance through automation.
At the same time, AI Max introduces additional controls that weren’t always accessible with earlier automation features, including brand controls, location targeting and text guidelines. This is a move towards more guided automation, where advertisers provide direction rather than manually building every element.
What AI Max Means for Existing Campaigns
For advertisers currently running DSA campaigns, the key point is that this change isn’t optional. The transition timeline Google has laid out is as follows:
- At present – Voluntary upgrades to AI Max are available
- September – Creation of new DSA campaigns ends
- End of September – All eligible campaigns will be automatically upgraded
This means that if no action is taken, campaigns will eventually move to AI Max regardless. From a practical perspective, early adoption will allow more time to test, refine and understand how campaigns behave under the new system, rather than adjusting after the automatic upgrades. However, if your DSA campaigns are performing well, an early change might disrupt them unnecessarily.
Search campaigns are moving further away from manual keyword management and toward systems that interpret intent using a wider range of signals. As search queries become more varied, particularly with the influence of AI-driven experiences, Google says this approach will help advertisers capture demand that may not fit into predefined keyword lists.
For advertisers, this changes how campaigns are managed. There’ll be less focus on individual keywords, greater emphasis on inputs and signals and more reliance on automation to identify opportunities. It also places importance on asset quality, including ad copy and landing pages, as these will help guide how the system generates and matches ads.
The Last Word
Google’s transition from DSA to AI Max shows a continued trend toward AI-led search campaigns, where automation will play a more significant role in both targeting and creative. For advertisers currently utilising DSA, it is important to weigh the pros and cons of when to transition, while recognising that the switch is ultimately inevitable. For our own clients, we will manage this process, utilising performance data and other signals to optimise timing and prevent any disruption to their results.
As we’ve seen in the past, not all changes like this are a good thing for advertisers. While Google may produce facts and figures that support its ongoing initiative towards automation and AI-driven ad management, our experience has shown that it is better for our clients to experiment with these different campaign types and ultimately determine what is right for them.
What works for some clients does not always work for others. Several factors feed into whether certain tools may or may not work for your particular situation, such as:
- Budget
- Availability of data signals
- Size of the market
- Audience type
- Search behaviour
While the outcome of this change remains to be seen, we have to navigate it on behalf of our clients to ensure they continue to get the best possible results.
If you’re wondering how changes like these will impact your paid media strategy and your campaigns, our team is always available to talk it through. Feel free to get in touch.