If you’re running Dynamic Search Ads (DSA) as part of your Google Ads strategy, there’s an important change coming that you should be aware of. Google has officially announced that Dynamic Search Ads, along with auto-generated assets (ACA) and campaign-level broad match settings, will automatically be upgraded to AI Max for search campaigns starting in September 2026.
This is a major shift in the way Google wants advertisers to engage with the search network, and it has real implications for how you manage campaigns, how much control you maintain, and how your budget performs.
Here’s everything you need to know.
What is Artificial Intelligence Max?
AI Max for Search Campaigns is Google’s next generation, AI-powered alternative to many legacy automation features. It’s been in beta for some time, with hundreds of thousands of advertisers already using it globally, and Google has now confirmed that it’s officially out of beta.
At its core, AI Max combines three main capabilities:
- Search term matching goes beyond keyword targeting to find relevant queries based on broader intent signals, not just your website content
- Text personalization dynamically adapts your ad copy to be more relevant to each search
- Expanding the final URL automatically sends users to the most relevant landing page on your site
Internal Google data claims that advertisers using the full AI Max feature set get 7% more conversions or conversion value on average at a similar CPA or ROAS than using search term matching alone. This is a meaningful increase if it holds across different sectors and account types.
What changes and when?
The schedule is divided into two main stages:
now: Voluntary promotions begin. Google has already begun rolling out upgrade tools for DSA users, allowing you to move your settings and historical data to new standard ad sets. If you’re using ACA or broad match at the campaign level, you’ll see a prompt in the Google Ads UI to upgrade.
September 2026: Automatic upgrades start. Any remaining eligible campaigns that use DSA, ACA, or broad match at the campaign level will automatically migrate to AI Max. From this point on, you will also no longer be able to create new campaigns using Dynamic Search Ads, either through the Google Ads interface, Google Ads Editor, or the API.
When automatic upgrades are made, Google says they will reflect your current settings as closely as possible:
- Dynamic Search Ad campaigns will be converted to standard ad sets, with all three AI Max features enabled and legacy URL controls preserved
- ACA campaigns will be promoted with matching search terms and text personalization turned on
- Broad match campaigns will be upgraded at the campaign level with search term matching enabled
What does this mean
We want to be clear with you: This is an important change, and we think it’s worth approaching with an open mind and a healthy degree of scrutiny.
Early incubation condition
The strongest argument for upgrading voluntarily, rather than waiting for automatic deportation is control. When Google automatically upgrades your campaigns in September, your settings will be configured to replicate your old setup as closely as possible, but you won’t have any say in how it’s done or any opportunity to test and learn beforehand.
By moving now, we can run Google experiments with one click to compare AI Max performance with your current setup, dial in your settings to reflect your actual business goals, and arrive at September already confident in the performance of your campaigns.
State of caution
It’s also worth being honest about what AI Max represents: less control at the keyword level, and more trust in Google’s AI. If your campaigns have historically relied on tightly managed keyword lists, carefully controlled match types, and careful negative keyword strategies, switching to AI Max will be a relief.
New controls introduced by Google; Brand controls, location controls, and text guidelines are designed to give you guidance within an AI-driven framework. These are meaningful guardrails, and we encourage every customer to review them carefully. But it’s no substitute for the precision of traditional keyword management.
View reports for your search term
As AI Max expands the range of queries your ads can appear for, keeping a close eye on your search term reports is more important than ever. The system is designed to find “untapped queries” which is great when these queries are truly relevant, and a waste of budget when they are not. Regular reviews of negative keywords will still be necessary.
Creative quality is becoming more important now
Because AI Max dynamically customizes your ad text, the quality and scope of your creative input directly impacts what’s displayed. Investing time in strong titles, descriptions, and landing pages isn’t just good practice; And with Max’s artificial intelligence, it has a more direct impact on performance than ever before.
Our recommendation
Don’t wait until September. A voluntary upgrade path gives you the ability to move on your own terms, test performance in a controlled manner, and raise any concerns before the automatic migration begins.
The bigger picture
This change is part of a broader and accelerating trend in Google Ads toward AI-driven campaign management. Over the past few years, we’ve seen the emergence of better performance, the phasing out of expanded text ads, and an increased focus on automated bidding. Retiring DSA in favor of AI Max is the next step in this direction.
For advertisers who have resisted automation, this is a forced function. For those who have already embraced the idea, it’s pretty much business as usual but with more powerful tools.
What does not change is the need for a solid strategy, high-quality creative assets, well-organized accounts, and regular oversight from experts. Platforms are getting smarter, but they still perform best when guided by people who understand your business, your customers, and your goals.
This is what we are here for.
Do you have questions about how this will impact your Google Ads campaigns? Contact the Koozai team and we’ll walk you through what to expect.
