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.
FAQs About DSA and AI Max for Search Campaigns
What is the difference between DSA and AI Max?
Dynamic Search Ads use a website’s content to match relevant searches and dynamically select headlines and landing pages. AI Max is an optimisation layer for Search campaigns that uses broader intent signals, keywordless technology, text customisation and final URL expansion to improve targeting and ad relevance.
What is changing with Dynamic Search Ads?
Google is transitioning Dynamic Search Ads to AI Max. Advertisers can voluntarily upgrade eligible DSA campaigns now, while remaining eligible DSA campaigns are expected to upgrade automatically from February 2027.
When will the AI Max upgrades take place?
Campaigns using automatically created assets or the campaign-level broad match setting will begin upgrading to AI Max in September 2026. Automatic upgrades for campaigns using Dynamic Search Ads have been postponed until February 2027.
What are the benefits of AI Max?
AI Max can help advertisers reach relevant new search queries, customise ad copy and direct users to suitable landing pages. It also offers controls for brands, locations, URLs and text guidelines, alongside more detailed reporting.