May 5, 2026

Google to Deprecate Dynamic Search Ads Campaigns, Requiring Shift to AI Max

3 Min Read

Google recently announced that Dynamic Search Ads (DSA) campaigns will be retired and automatically migrated to AI Max, the next-generation AI-powered solution in the new era of search. This change will not only affect DSA but also campaigns using automatically created assets (ACA) and campaign-level broad match settings, all of which will be folded into AI Max.

The End of the Catch-All

For more than a decade, DSA has acted as a catch-all solution, helping advertisers expand beyond keyword-based campaigns and fulfilling coverage gaps by dynamically generating headlines from website content. However, search behavior has become increasingly complex and unpredictable in today’s search ecosystem. Now that the tool is moving out of Beta, AI Max will address this strategic shift by introducing more advanced targeting, intent-aware creatives, and real-time signals to capture queries more dynamically than DSA.       

Timeline 

  • Phase 1: Google has already rolled out 1-click upgrade tools that convert Dynamic ad groups to Standard ad groups with AI Max features enabled. All historical data is preserved within the same ad groups. 

  • Phase 2:  Beginning September 2026, the remaining eligible DSA campaigns will be required to upgrade to AI Max. DSA will become a legacy campaign type and will no longer be available to create.

At PMG, many of our customers have already seen meaningful performance gains from AI Max. Given Google’s continued investment in AI-powered solutions, changes like AI Max are expected to play a central role in the future of search. As automation evolves, strong performance signals—clean conversion tracking, organized landing pages, and URLs that AI Max can use to optimize matching—and a well-structured campaign approach will become increasingly important. 

To prepare for this change, we recommend brands take the following steps: 

  • Test AI Max Early & Intentionally: Proactively test AI Max in controlled environments rather than waiting for the required migration. This allows for clearer performance benchmarking and minimizes disruption.

  • Audit Conversion Tracking: AI Max relies heavily on Smart Bidding and conversion signals. Inaccurate or incomplete conversion tracking will directly impact performance.

  • Clean Up Landing Pages: Similar to DSA, AI Max uses website content to inform targeting and creative. Gaps in landing page coverage, outdated content, or poor site structure will reduce relevance and increase wasted spend.

  • Align on Settings Before Activating: AI Max includes settings like final URL expansion and ACA that broaden where ads can be served and how creative is generated. Ensure search teams are aligned on brand guidelines and establish clear guardrails before activating.

  • Expand Coverage & Refine Campaign Structure: Audit query reports and strengthen keyword coverage to ensure high-value queries are intentionally targeted. While AI Max can expand reach through features like landing page expansion, it does not fully replace DSA’s catch-all approach, making it critically important to establish an intentional campaign structure.

The transition from DSA to AI Max is not an immediate disruption to search programs, but it does require near-term testing and preparation for the September migration. As with prior automation rollouts, marketers can expect initial volatility in efficiency and query quality. The more preparation, testing, and strategic campaign management implemented before the rollout, the better advertisers will be able to mitigate surprises in the coming months.