Google Upgrades DSA to AI Max: The Era of Smart Automated Advertising

Are you running Google Ads and feeling like everything is getting increasingly complex? Do you spend hours adding keywords, writing headlines, checking destination URLs, and wondering if there is a way to have AI do that tedious work for you?

Here is the good news: Google has officially announced the biggest turning point in the history of search advertising. Dynamic Search Ads (DSA) will be upgraded to AI Max – a solution designed to combine the power of AI with advertiser control. And if you are currently using DSA, ACA, or campaign-level broad match, the time to act is right now.

Join me, SilverZ, having witnessed Google continuously change the game for 20 years, as we break down this upgrade in detail and explore what it means for your business.

What is AI Max and why is Google upgrading DSA?

To understand AI Max, let us first look back at DSA. For years, DSA was the "catch-all" tool for queries advertisers could not anticipate. It automatically generated headlines and selected landing pages based on your website content. But user search behavior has changed drastically. They no longer type simple keyword phrases. They ask complex questions, describe situations, and expect personalized answers.

AI Max was created to meet that exact moment. According to Google, AI Max combines advertiser inputs (ads, website content) with real-time intent signals to find untapped queries. It does not rely solely on landing page data, but also analyzes a broader context to connect with customers right when they need it most.

The key takeaway: Google states that AI Max delivers an average of 7% higher conversions or conversion value at the same CPA/ROAS when using the full feature suite (search term matching, text customization, final URL expansion) compared to using search term matching alone. That is not a small number. With an advertising budget of hundreds of millions of VND per month, a 7% growth in conversions can be the difference between profit and loss.

Transition Roadmap: What do you need to do and when?

Google has announced a clear roadmap, and the most important thing to remember is: do not wait until the last minute. Below are the milestones you must master.

Phase 1: Voluntary Upgrade (From now until September 2026)

Google strongly recommends that you proactively switch to AI Max right now to maintain full control over your campaign structure and get familiar with the new control tools. Upgrade tools are rolling out to help you transition settings and historical data to the new standard ad groups. For ACA and campaign-level broad match users, a banner will appear in the Google Ads interface for you to click and upgrade.

Phase 2: Automatic Upgrade (Beginning September 2026)

Starting in September, eligible campaigns with older settings will be automatically upgraded to AI Max. At the same time, you will no longer be able to create new campaigns with DSA via Google Ads, Google Ads Editor, or the API. ACA and campaign-level broad match campaigns will be upgraded automatically first. Google expects to complete all upgrades for eligible campaigns before the end of September 2026.

For DSA users, campaigns containing dynamic ad groups will transition into standard ad groups, with settings and data migrated to AI Max to maintain stable performance. All three AI Max features – search term matching, text customization, final URL expansion – will be enabled, and your legacy URL controls will be preserved.

Important note: The sunset and automatic upgrade timeline for DSA has been extended to February 2027 to give advertisers more preparation time. However, the automatic upgrade for ACA and campaign-level broad match still begins in September 2026. Do not confuse these two milestones.

How is AI Max stronger than DSA?

If AI Max were just DSA in an AI costume, it would not be worth mentioning. But Google has added substantive upgrades, especially regarding control capabilities.

First, brand and location controls. You can specify that AI Max only show ads for queries related to your brand, or limit them by specific geographic regions. This addresses the biggest fear advertisers have when handing over control to AI: "Will it run my ads where I don't want them?"

Second, text guidelines. This feature allows you to "teach" AI how to write headlines and descriptions that match your brand voice. You no longer have to accept lifeless AI-generated ad copy. You can steer the style, wording, and messaging.

Third, final URL expansion. AI Max can automatically select the most appropriate landing page from your website based on the search query, rather than relying on a single fixed URL. This helps increase conversion rates by guiding users to the exact page they need.

Strategies for Vietnamese Advertisers: 5 Action Steps Right Now

With these changes, you need a clear plan. Do not wait until September to rush and scramble.

1. Audit your current DSA, ACA, and broad match campaigns immediately

Log into Google Ads and identify which campaigns will be affected by the automatic upgrade. Tag them, note down current settings, and monitor performance before making any changes.

2. Proactively upgrade instead of waiting for automation

Google has provided upgrade tools for you to transition settings and historical data in a controlled manner. Use them. When you upgrade proactively, you retain control and have time to adjust. When upgraded automatically, you must simply accept what Google sets up.

3. Enable full AI Max features and run experiments

Google recommends turning on all AI Max features to maximize results. Use the one-click experiments feature to measure the impact of enabling full features versus your legacy configuration. Real data from your campaign is the most reliable evidence.

4. Leverage new controls to guide the AI

Do not let the AI swim on its own. Set up brand controls, location controls, and text guidelines from the start. These tools allow you to shape the AI to align with your business strategy rather than letting it decide everything.

5. Closely monitor performance after upgrading

After upgrading, track CPA, ROAS, conversion rates, and query quality for at least 2–4 weeks. AI Max may take time to "learn" and optimize. Do not rush to conclusions if you see fluctuations in the first few days.

What happens if you do nothing?

If you ignore this notification, here is what will happen:

• Your ACA and campaign-level broad match campaigns will automatically transition to AI Max starting September 2026, using Google's default settings.
• You will not be able to create new DSA campaigns after that time.
• If performance issues arise, you will waste time troubleshooting and fixing them, while your competitors prepared in advance.

In other words, doing nothing is an action – but it is an action that puts you in a reactive position.

When AI is no longer an option, but the default

I have watched Google transition from Exact Match to Broad Match, from Manual CPC to Smart Bidding, and now from DSA to AI Max. Every single time, there are advertisers who resist and cling to the old ways. And every single time, those who adapt the earliest are the ones who win.

AI Max is not an optional feature. It is the future of search advertising on Google. The question is no longer "Should I transition?", but "How will I transition to maintain performance and maximize opportunities?"

And as I often say: in the world of SEO and advertising, the winner is not the strongest, but the one who adapts the fastest.

Are you ready for the transition to AI Max? Will you proactively upgrade right now to keep control, or wait until Google automatically transitions and accept what they set up? If you have ever experienced an automated Google upgrade that impacted your performance, share your lessons below – because in this AI Max era, the experience of those who went before is the most valuable asset for those coming after!