Google is retiring legacy Search automation tools, including Dynamic Search Ads (DSA), in favor of AI Max, its broader AI-powered campaign suite. This will affect you if you use DSA, automatically created assets (ACA), or campaign-level broad match settings.
Driving the news. AI Max for Search campaigns is exiting beta after adoption by “hundreds of thousands” of advertisers globally, Google said.
- Starting in September, eligible campaigns using DSA, ACA, or campaign-level broad match will be automatically migrated to AI Max.
- Google will stop allowing advertisers to create new DSA campaigns through Google Ads, Ads Editor, and the Ads API once automatic upgrades begin.
- The company expects all eligible migrations to be completed by the end of September.
Why we care. These tools are being phased out, whether you act or not. Moving early to AI Max gives you more control over targeting, creative, and landing page settings before automatic upgrades begin. It also offers potential performance gains, with Google reporting an average 7% lift in conversions or conversion value at similar efficiency.
What Google says. AI Max delivers “an average of 7% more conversions or conversion value at a similar CPA/ROAS for non-retail” when you use its full feature set — including search term matching, text customization, and final URL expansion — compared with search term matching alone.
Catch up quick. DSA has long helped advertisers capture additional traffic beyond keyword-based campaigns by dynamically generating headlines and directing users to relevant landing pages.
- But Google says consumer search behavior is becoming more complex and less predictable.
- AI Max is designed to go beyond website landing page signals by using broader real-time intent data.
How AI Max works:
- Uses advertiser inputs, such as website content and existing ads.
- Expands reach to additional relevant search queries.
- Dynamically customizes ad copy and landing page destinations.
- Adds more controls for advertisers, including brand, location, and text guidance settings.
What you should do now. Google is urging advertisers to upgrade before September to keep more control over setup and avoid disruption.
Phase 1: Voluntary upgrades (starting now)
- DSA users: Google is rolling out upgrade tools this week to help move campaign history, settings, and data into standard ad groups.
- ACA and broad match users: Advertisers will see in-platform prompts to switch to AI Max.
Phase 2: Automatic upgrades (starting September) For advertisers who don’t switch manually:
- DSA campaigns will convert dynamic ad groups into standard ad groups, with legacy settings and URL controls preserved.
- ACA campaigns will move to AI Max with search term matching and text customization turned on by default.
- Broad match setting campaigns will move with search term matching enabled by default.
Bottom line. Google is making AI Max the default path for Search automation, signaling a broader shift away from manual campaign management toward AI-led optimization. If you migrate early, you’ll have more time to test settings and fine-tune performance before the forced switch.
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