Google Replaces DSAs With AI Max

Google has confirmed it is retiring Dynamic Search Ads (DSA) and transitioning their functionality into a new system called AI Max. From September, existing campaigns using DSA, automatically created assets, and certain broad match settings will be automatically upgraded to the new format.

Although the shift has been anticipated within the advertising community, the rollout now marks an official move away from legacy DSA campaigns towards a more AI-driven structure.

What Is Changing in Google Ads?

Dynamic Search Ads have traditionally helped advertisers capture additional search traffic by using website content to automatically generate ad headlines and select landing pages. This made them especially useful for large websites or advertisers with extensive product ranges.

With AI Max, Google is expanding on this idea by combining website content, advertiser assets, and broader user intent signals. The aim is to improve matching between search queries and ad relevance while offering more control options than before.

New features within AI Max include brand controls, location targeting, text guidance, search term matching, text customisation, and final URL expansion. According to Google, advertisers using the full AI Max setup may see improved conversion performance compared with traditional search term matching alone.

Migration Timeline Explained

The transition to AI Max will take place in two main stages.

In the first stage, advertisers will be given the option to upgrade manually using new tools being rolled out now. This allows users to migrate their existing settings and structure while maintaining more control over campaign setup.

In the second stage, starting in September, eligible campaigns that have not yet been updated will be automatically migrated. Google expects the full rollout process to be completed by the end of September.

Different legacy setups will be transferred in slightly different ways. For example, DSA campaigns will automatically enable the full set of AI Max features, while other configurations such as automatically created assets or broad match settings will receive a more limited feature set by default.

What Advertisers Should Do Next

With the transition approaching, advertisers using DSA are being encouraged to review performance and prepare for migration rather than wait for automatic changes.

A key first step is analysing existing campaign performance, including conversion data, search terms, landing pages, and overall efficiency. This provides a baseline for comparing results after migration.

Advertisers are also being advised to consider upgrading early rather than waiting for automatic rollout. Doing so provides more flexibility in how campaigns are structured and tested during the transition period.

Testing is another important consideration. One-click experiments allow advertisers to compare AI Max performance directly against existing setups, helping identify whether results improve or decline for specific accounts or industries.

There is also a stronger emphasis on using the new control features within AI Max. Tools such as brand restrictions, location settings, and text guidance give advertisers more ability to influence automation outcomes compared with traditional DSA campaigns.

Finally, advertisers are being encouraged to closely monitor search term relevance, landing page quality, and conversion performance once migration takes place, particularly where final URL expansion is enabled.

What This Means for Advertisers

Dynamic Search Ads have long been used as a scalable way to reach additional search demand beyond keyword targeting. However, their core capabilities are now being absorbed into a more advanced AI-based system.

The shift to AI Max reflects a broader direction within Google towards automation-led campaign management, where machine learning plays a greater role in matching ads to user intent.

For advertisers, the main priority during this transition is maintaining performance stability while learning how AI Max behaves in real campaign environments. Early testing and careful monitoring will be essential in understanding where the new system improves results and where tighter controls may still be needed.