Google Upgrades DSA to AI Max: What Advertisers Need to Know

Are you running Google Ads and suddenly noticed a strange alert in your account stating that your Dynamic Search Ads campaign is about to be deprecated? You might feel confused about what is happening, whether historical data will be lost, and most importantly—whether your advertising performance will be impacted.

I understand that feeling. Throughout 20 years in marketing and partnering with countless advertisers, I have witnessed plenty of moments where Google caused heart palpitations with major changes. But this time, the good news is that Google has listened to community feedback and adjusted the roadmap more reasonably.

Hot off the press: Google is officially upgrading Dynamic Search Ads (DSA) to AI Max, and AI Max has officially graduated from its beta stage. Let's dissect every corner of this change together so you can not only survive but turn it into a breakthrough opportunity.

What is AI Max and Why Is Google Betting Big on It?

Before diving into the details, let's clarify: What is AI Max, and why did Google decide to sunset a familiar tool like DSA to replace it?

For years, Dynamic Search Ads was the "all-in-one" tool for expanding traffic beyond keyword-based campaigns. It automatically generated headlines and landing pages based on your website content. However, consumer search behavior has become increasingly complex and unpredictable. Google realized that relying solely on landing page data is no longer enough to catch real-time intent signals.

AI Max was born as a next-generation solution. It inherits all the benefits of DSA while adding a smarter AI brain. Instead of just reading website content, AI Max combines advertiser inputs (ads, website content) with richer signals to find untapped queries. This helps your ads stay relevant to the search context even when users do not type your exact target keywords.

The key point that truly impressed me: AI Max is not only smarter but also gives advertisers more control. You can steer the AI using settings such as brand controls, locations, and text guidelines. This is a massive step up from DSA, where you practically handed everything over to the algorithm.

Real-World Performance: What Does AI Max Bring to Advertisers?

Talk is cheap, but numbers are convincing. And this is the information that makes me believe AI Max is more than just a superficial upgrade:

According to Google, AI Max for Search campaigns achieve an average of 7% higher conversions or conversion value at the same CPA/ROAS when using the full feature set—including search term matching, text customization, and final URL expansion—compared to using search term matching alone.

Pause for a moment to appreciate this 7% figure. In the world of paid advertising, where every percentage point of conversion is as precious as gold, a 7% increase is a dream. And best of all, it comes from utilizing the complete capabilities provided by AI Max, rather than increasing budgets or changing bidding strategies.

This also explains why hundreds of thousands of global advertisers have been scaling their Search campaigns with AI Max. They are not just chasing trends—they are seeing real results.

Upgrade Roadmap: What Will Happen and When?

This is the most critical part that every advertiser must understand. Google has divided the rollout into two clear phases, and the good news is they have pushed back deadlines to give you more preparation time.

Phase 1: Voluntary Upgrades Begin (Now through September 2026)

Google strongly encourages advertisers to proactively migrate to AI Max right now to maintain full control over campaign configurations and get familiar with new settings.

• For DSA users: Google is rolling out upgrade tools to help you transition settings and historical data to new standard ad groups smoothly.
• For ACA (Auto-Created Assets) and campaign-level broad match users: Look for pop-up banners in the Google Ads interface to perform the upgrade to AI Max.

Phase 2: Automatic Upgrades Begin, New DSA Creation Ends (Starting September 2026)

Starting in September 2026, remaining eligible Search campaigns with legacy settings will automatically be upgraded to AI Max. At the same time, you will no longer be able to create new campaigns with DSA through Google Ads, Google Ads Editor, and the Google Ads API.

However, do not worry too much. Google commits that to ensure performance stability, AI Max will be enabled with settings configured to reflect your old setup once the automatic upgrade is complete.

• For DSA users: Campaigns containing dynamic ad groups will transition to standard ad groups, with settings and data carried over to AI Max. All three AI Max features—search term matching, text customization, and final URL expansion—will be turned on while preserving your legacy URL controls.
• For ACA users: Campaigns will be upgraded to AI Max with search term matching and text customization enabled by default.
• For campaign-level broad match users: Campaigns will be upgraded to AI Max with search term matching enabled by default.

Google expects all upgrades for eligible campaigns to conclude by the end of September 2026. You will receive notifications in your account before the transition process begins.

What Actually Changes in Your Google Ads Account?

I know that for many advertisers, the biggest fear is not new technology, but losing historical data and experiencing interrupted performance. So let's review what actually changes and what stays the same.

What Changes:

• Dynamic ad groups convert into standard ad groups.
• You cannot create new DSA campaigns starting September 2026.
• AI Max features are enabled by default during automatic upgrades.

What Stays the Same:

• Settings and historical data are carried over to AI Max to maintain consistent performance.
• Your legacy URL controls remain preserved.
• You retain full control over campaigns through AI Max's new settings (brand controls, locations, text guidelines).

Simply put: you lose nothing. You are just moving to a smarter "new home" where AI works harder to deliver better results.

Preparation Strategy: Don't Wait, Take Action Now

Google has given straightforward advice: Don't wait for automatic upgrades. By proactively transitioning to AI Max today, you can ensure your setup perfectly matches your business needs from day one.

So what should you do right now? Here is the action roadmap I recommend:

1. Check Your Account and Identify Affected Campaigns

Log into Google Ads, and look for campaigns currently using DSA, ACA, or campaign-level broad match. These are the campaigns that will be impacted by this upgrade.

2. Use Upgrade Tools for a Controlled Transition

For DSA users, Google provides upgrade tools to help you migrate settings and historical data under your control. Use them to ensure everything goes according to your plan.

3. Enable Full AI Max Features

Google recommends turning on all features within AI Max to maximize results. Use one-click experiments to test performance impacts before widespread rollout.

4. Get Familiar with New Control Settings

AI Max offers advanced control settings like brand controls, locations, and text guidelines. Spend time learning and configuring them to steer the AI according to your business direction.

5. Monitor and Optimize Continuously

After upgrading, closely monitor campaign performance during the first few weeks. Compare against historical data to ensure everything moves in the right direction. If needed, adjust settings to optimize results.

AI Max and the Future of Search Advertising

Broadly speaking, upgrading DSA to AI Max is not merely a technical update. It is a strategic shift from manual maintenance to scalable growth driven by AI power.

For years, advertisers struggled with hundreds of keywords, thousands of ad combinations, and countless variables to track. AI Max changes the game by letting AI handle the heavy lifting while you focus on strategy and creativity.

I believe this is the right direction. Not because AI is a trend, but because it frees humans from tedious, repetitive tasks to focus on what truly creates value: understanding customers and building brands.

Of course, there will be concerns. Will AI strip away the human touch in advertising? Will control settings truly be enough for advertisers to keep their voice? Those are valid questions, and answers will come from your own practical experience.

Embrace the New Wave or Get Left Behind?

Every time Google makes changes, the advertising community splits into two groups: those who proactively adapt and those who hesitate. History shows that the first group always wins the advantage.

Google upgrading DSA to AI Max is not a minor event. It is a sign that the era of AI-driven search advertising has officially begun. And with a recorded 7% increase in conversions, this is an opportunity that any serious advertiser should seize.

You can choose to wait until the automatic upgrade occurs in September 2026. Or you can proactively transition today, master the new tool, and turn it into your competitive advantage. The choice is yours.

But remember Google's own advice: don't wait. Because in the advertising race, the fastest runners are usually the first to cross the finish line.

Are you ready for the AI Max era? What plans do you have for transitioning your current DSA campaigns—proactively upgrading immediately or waiting for Google to transition them automatically? Share your perspectives and experiences in the comments below. Who knows, your perspective might be the "key" helping another advertiser step confidently into the AI advertising era!