Google’s Dynamic Search Ads are upgrading to AI Max
Phase 2: Automatic upgrades begin, new DSA creation ends
Starting in September, remaining eligible Search campaigns with legacy settings will automatically upgrade to AI Max, and you won’t be able to create new campaigns with DSA via Google Ads, Google Ads Editor and the Google Ads API. You’ll receive notifications in your account before the transition begins.
To ensure performance stability, AI Max will be enabled with settings configured to mirror your legacy setup once the auto-upgrades are complete:
- For DSA users: Your campaigns containing dynamic ad groups will transition to standard ad groups, with settings and data ported into AI Max to maintain consistent performance. All three AI Max features — search term matching, text customization and final URL expansion — will be enabled with your legacy URL controls preserved.
- For ACA users: Your campaigns will be upgraded to AI Max with search term matching and text customization enabled by default.
- For campaign-level broad match setting users: Your campaigns will upgrade to AI Max with search term matching enabled by default.
We expect all upgrades for eligible campaigns to conclude by the end of September. For a full breakdown of feature mapping and eligibility, visit the Google Ads Help Center.
Pro Tip: Don’t wait for the automatic upgrades. By switching to AI Max today, you can ensure your setup is fully aligned with your business needs from day one. We recommend turning on all the features in AI Max to maximize your results. Use our one-click experiments to test the performance impact.
