Google has just announced the discontinuation of Dynamic Search Ads (DSA) and is officially moving its old features to AI Max.
Starting in September, eligible campaigns using Dynamic Search Ads (DSA), Auto-Created Elements (ACA), and campaign-level broad match settings will be automatically upgraded to AI Max.
While advertisers have been speculating about this change for months, the update is now official.
If you’re running Dynamic Search Ads, Auto-Created Elements (ACA), and/or broad match parameters at the campaign level, continue reading to understand how your campaigns will be affected.
Migrating DSA features to AI Max
From SeptemberAdvertisers will no longer be able to create new DSA campaigns through Google Ads, Google Ads Editor, or the Google Ads API. Existing eligible campaigns will be automatically migrated.
Google positions Maximum AI as the next generation of DSA.
Historically, DSA helped advertisers capture additional search demand beyond their keyword lists by using website content to generate headlines and choose landing pages. This has made it useful for large sites, businesses with large inventory, and advertisers looking for broader query coverage.
AI Max keeps this concept but adds more signals and controls.
According to Google, AI Max combines advertiser assets, landing page content, and broader intent signals to help match ads to more relevant queries. It also adds controls such as:
- Brand checks
- Location controls
- Text Guidelines
- Matching search terms
- Customizing text
- Final URL extension
Google claims that campaigns using the full suite of AI Max features generate on average 7% more conversions or conversion value for a similar CPA or ROAS compared to using search term matching alone.
Google also divides the transition into two phases.
Phase 1: voluntary upgrades
Google announced that upgrade tools for existing DSA users will be rolling out this week.
DSA advertisers will receive tools to move settings and historical data to new standard ad groups. Campaign-level ACA and broad match users may see in-platform prompts to upgrade to AI Max.
Phase 2: Automatic Upgrades
Starting in September, remaining eligible campaigns with old settings will be automatically updated.
Google says all eligible upgrades should be completed by the end of September.
It is important to note how existing settings will automatically be migrated to AI Max settings:
- DSA users will have all three AI Max features enabled by default (search term matching, text personalization, final URL expansion)
- ACA users will have two AI Max features enabled by default (search term matching and text personalization)
- Campaign-level broad match users will only see search term matching enabled by default.
What Advertisers Can Do to Prepare for the AI Max Transition
If you’re still using Dynamic Search Ads, now is a good time to check where these campaigns are in your account and what value they’re generating.
Some advertisers use DSA as their main growth lever. Others use it as a low-maintenance catch-all for gradual growth. Your next steps may differ depending on this role.
#1. Review your DSA performance now
Before automatic upgrades begin, pull recent performance data from your DSA campaigns.
Look at conversions, assisted conversions, search terms, landing pages, and effectiveness metrics. This baseline will help you judge whether performance changes after migration are positive, neutral or negative.
#2. Upgrade on your timeline before automatic upgrades
Google encourages advertisers to act early, and there’s a practical reason for that.
A voluntary upgrade gives you more control over settings, structure, and testing than waiting for an automatic migration.
If DSA is important to your business, it makes sense to evaluate the upgrade before September.
#3. AI Max Impact Test
Google recommends using one-click experiences because they offer advertisers an easier way to compare performance before making a full deployment decision. Although I haven’t tried it yet, I will test it myself in the coming months.
Although AI Max improves results on average, averages do not guarantee results in every account. Lead generation, e-commerce, local services, and B2B advertisers can all see different results.
Run controlled tests where possible and compare them to your existing baseline.
#4. Lean on additional controls
Many advertisers have asked for more control options when it comes to search automation, and Google has listened to our feedback. AI Max includes more controls than the old DSA.
Spend time understanding brand settings, location controls, and text guidance. These inputs can be as important as the automation itself.
#5. Looking at search match and landing page quality
Once you’ve migrated your DSAs to AI Max, carefully monitor the search terms your campaigns now match with. How does it compare to past DSA performance?
You’ll also need to pay attention to the landing pages used (if final URL expansion is disabled), lead quality, and conversion paths.
Looking to the future
Dynamic Search Ads have been helping advertisers move beyond their current keyword lists for years. Now, Google is integrating this capability into its broader AI Max framework.
The clearest next step is to check where DSA is still active in your account and decide whether you want to migrate on your own schedule or wait for the automatic upgrade.
The real priority should be protecting performance during the transition and understanding where AI Max improves results or where it requires tighter management control.
