Google upgrades Dynamic Search Ads to AI Max

As consumer searches become more complex and unpredictable, moving beyond landing page data to include broader, real-time intent signals allows you to connect with customers in the moments that matter most. Google says AI Max is the next generation of Dynamic Search Ads.

AI Max comes with the same benefits as DSA while offering a smarter, AI-powered solution to prepare your campaigns for the new era of Search. It combines advertiser input, like ads and website content, with richer signals to help you find even more untapped queries, while ensuring your ads always stay relevant. What’s more, AI Max offers more advanced controls — which allow you to steer AI with greater precision — such as brand, location controls and text guidelines.

Starting in September, legacy features like Dynamic Search Ads will automatically upgrade to AI Max, offering a smarter way to scale performance in the new era of Search. To help more advertisers access the benefits of AI Max, starting in September, campaigns using Dynamic Search Ads (DSA), automatically created assets (ACA) and campaign-level broad match setting will automatically be upgraded to AI Max. 

Google will use a phased rollout over 2026, to ensure this upgrade is a smooth transition for all advertisers.

·       Phase 1: Voluntary upgrades for DSA users (April)

·       Phase 2: Automatic upgrades begin, new DSA creation ends (September)

What this means for us: 

Starting in September, remaining eligible Search campaigns with legacy settings will automatically upgrade to AI Max, and you won’t be able to create new campaigns with DSA via Google Ads, Google Ads Editor and the Google Ads API. You’ll receive notifications in your account before the transition begins.

We strongly recommend transitioning to AI Max now to maintain full control over your campaign setup, and start familiarizing yourself with the new controls.