Google is giving advertisers more time to prepare for the transition from Dynamic Search Ads (DSA) to AI Max for Search.
In a LinkedIn post, Google Ads Liaison Ginny Marvin announced that the automatic transition deadline has moved from September 2026 to February 2027.
According to Marvin, the change comes in response to feedback from advertisers. Google said the expansion would give advertisers more time to prepare and avoid major account changes during the busy fourth-quarter season.
What changes
When Google first announced its plans for DSA earlier this yearthe company said existing DSA campaigns and ad groups will be automatically migrated to AI Max starting in September 2026.
Now this the timeline has changed.
Advertisers who have not manually updated their DSA campaigns will now have up to February 2027 before Google automatically upgraded them to AI Max.
Google continues to recommend using the manual upgrade tools rather than waiting for the automatic transition. According to Marvin, these tools will start appearing in advertisers’ accounts in the coming weeks.
The company says manual upgrades provide more oversight and control during the process.
However, not all stages of deployment are delayed.
Google has confirmed that Auto-Created Elements (ACA) and campaign-level broad match parameters will still move to AI Max as planned in September 2026.
Additional reporting updates coming soon
Along with the deadline extension, Google also shared new details on reporting improvements for Final URL Expansion (FUE).
According to Marvin, advertisers can expect:
- Account-level final URL expansion reporting
- Additional performance metrics for FUE assets
- Capabilities to bulk delete assets directly from reporting tables
Google did not provide a specific launch date, but said these updates would be available soon.
This announcement comes in response to continued requests from advertisers for greater visibility into how final URL expansion selects and serves landing pages.
AI Max is now the default for new search campaigns
Google also revealed that AI Max is now enabled by default when creating new search campaigns.
According to Marvin, Google saw faster first-time conversions during testing, especially in the first two weeks after launch.
Advertisers can always turn off AI Max settings if they prefer a more traditional campaign setup.
The change gives new advertisers immediate access to AI Max without requiring additional setup during campaign creation.
Looking to the future and what to do next
The deadline may have changed, but Google’s recommendation hasn’t.
Advertisers who still rely on DSA campaigns should start evaluating AI Max before the automatic transition arrives. The additional time allows teams to test controls, review reports, and better understand final URL expansion behavior within their accounts.
For now, the most immediate action is to monitor for manual upgrade tools as they become available. Google continues to position these tools as the preferred path to move from DSA to AI Max.
Featured Image: The Editorial / Shutterstock.com
