Google is moving Dynamic Search Ads to AI Max for Search campaigns, a shift that will change how many advertisers run automated search ads. The tech giant announced on April 15, 2026, that AI Max is exiting beta.
Starting in September, eligible campaigns using Dynamic Search Ads, automatically created assets, and campaign-level broad match will automatically upgrade to AI Max. According to Google, the move is meant to offer ‘a smarter way to scale performance’ in Search.
Dynamic Search Ads have long used website content to match searches, generate headlines, and choose landing pages. Google’s help page says the format was useful for large inventories and well-developed sites because it filled gaps left by keyword-only campaigns. AI Max keeps that idea but adds broader intent signals and more controls.
With the shift, advertisers can handle campaigns with brand controls, location controls, text guidelines, search term matching, text customization, and final URL expansion.
Why is Google Making the Replacement?
As search behavior has become more complex, DSA’s landing-page focus is no longer enough on its own. With the upgrade, Google aims to combine AI Max and advertiser assets, website content, and broader signals to find more relevant queries while keeping ads useful.
Google also highlights that campaigns using the full AI Max suite have seen an average of 7% more conversions or conversion value at similar CPA or ROAS, compared with search term matching alone.
AI Max to Replace Dynamic Search Ads in Two Phases:
Google split the migration from Dynamic Search Ads to AI Max into two phases.
Phase 1 begins now, with voluntary upgrades. Google says upgrade tools are rolling out this week for DSA users. Those tools will help port historical settings and data into new standard ad groups. ACA and campaign-level broad match users will see prompts inside Google Ads to upgrade.
Phase 2 starts in September. At that point, remaining eligible campaigns with legacy settings will be upgraded automatically. Google also said advertisers will no longer be able to create new DSA campaigns in Google Ads, Google Ads Editor, or the Google Ads API once automatic upgrades begin. The company expects all eligible migrations to finish by the end of September.
Google is encouraging advertisers to upgrade early rather than wait for September. This gives teams more control over settings, testing, and campaign structure before automatic migration begins.
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