The DSA to AI Max Migration: What's Changing in September 2026 and February 2027

Google split the DSA to AI Max migration into two timelines. Here's which campaigns auto-upgrade in September 2026 and which wait until February 2027.

The DSA to AI Max Migration: What's Changing in September 2026 and February 2027

Google extended the Dynamic Search Ads auto-upgrade timeline after advertiser pushback, but not for everyone. The dynamic search ads ai max migration now runs on two parallel tracks. Standard DSA campaigns get a longer runway: voluntary migration through January 2027, no new DSA creation starting January 2027, and full auto-upgrade in February 2027. But DSA campaigns that already use Automatically Created Assets or campaign-level broad match keep the original September 2026 auto-upgrade date. AI Max itself has also moved out of beta. If you run DSA campaigns, you need to identify which bucket each one is in (September or February) and prep accordingly.

The two timelines, side by side

September 2026 timeline (no extension)

Applies to DSA campaigns that meet either of these conditions:

For these campaigns, auto-upgrade to AI Max proceeds on Google's original schedule in September 2026. The extension does not apply.

February 2027 timeline (extended)

Applies to all other DSA campaigns.

This is the bucket most legacy DSA setups fall into: pure DSA with manually written assets and ad-group-level keyword controls.

How to figure out which bucket each campaign is in

You can't assume; you have to check. The presence of ACAs or campaign-level broad match is sometimes hidden in settings that weren't there when the campaign was originally built.

For each DSA campaign in your account:

1. Open the campaign and go to the Ads & Assets section. Look for Automatically Created Assets. If they're enabled, this campaign is in the September bucket.

2. Open the campaign settings and check keyword match types at the campaign level. If campaign-level broad match is enabled, this campaign is in the September bucket.

3. If neither of those is on, the campaign is in the February bucket.

A campaign can flip from the February bucket to the September bucket if someone enables ACAs or campaign-level broad match between now and September. Document the current state.

What AI Max actually is

AI Max is Google's replacement for the traditional Dynamic Search Ads model. Rather than relying on a feed of landing pages and dynamic headlines generated from page content, AI Max uses Google's broader language understanding to match queries to landing pages and to generate creative assets.

Key differences from DSA:

Google reports a 7 percent lift in conversions for AI Max compared to DSA in its testing. That's an aggregate number across the accounts in the program. Like any aggregate, individual accounts will land above or below it.

Why the migration is happening at all

DSA was built when Google's models had a narrower view of the relationship between queries, ads, and landing pages. AI Max reflects how Google now thinks about that relationship: less reliance on explicit targeting, more reliance on the model's understanding of intent and content.

For advertisers, the trade-off is real. You give up some manual control in exchange for broader coverage and Google's claim of better performance. Whether that's a net positive for your specific account depends on factors that vary: how clean your landing pages are, how much manual exclusion work you do today, how much your DSA campaigns rely on tight targeting.

What to do if you're in the September 2026 bucket

You have until September to decide whether to migrate proactively or accept the auto-upgrade. The case for proactive migration is that you get to do it on your schedule, with attention, instead of having it happen to you.

Audit before you migrate

Migrate one campaign at a time

Don't flip the whole account. Migrate one campaign, run it for two to four weeks, compare to the baseline. If the result is acceptable, migrate the next.

Watch for query expansion

AI Max usually expands the query universe. Watch the search themes report closely. Add negatives quickly if you see irrelevant categories pulling impressions.

Re-check creative

AI Max generates creative differently. The asset library and quality of the source content matter more. If your landing pages are thin, the generated assets will be too. Audit the top landing pages before migration.

What to do if you're in the February 2027 bucket

You have more time. Use it.

Don't wait until January

The temptation is to leave DSA running until the last moment. The risk is that you discover something painful in the migration with no time to react. Aim to have at least one campaign migrated and running on AI Max by Q4 2026.

Use voluntary migration to learn

Voluntary migration through January 2027 is a window to learn how AI Max behaves in your specific account. Migrate one DSA campaign during this period. Watch performance. Adjust. Apply what you learn to the rest of the migration.

Build your negative library

AI Max expands query coverage. The accounts that handle the migration best tend to have well-maintained negative keyword libraries before the change. If yours is thin, this is the time to clean it up.

Audit landing pages

AI Max leans on landing page content for ad generation. Pages with strong, clear copy will produce stronger ads. Pages with thin or boilerplate copy will produce weaker ones. Identify the landing pages your DSA campaigns rely on and audit them now.

What to expect from auto-upgrade

For campaigns that don't get migrated manually before the deadline:

Auto-upgrade is the lowest-effort path, but you have no control over timing or rollout. If you have any campaign you'd consider important, do not let it auto-upgrade. Migrate it on your schedule.

Common mistakes to avoid

A few patterns worth flagging now, before they become problems.

Frequently asked questions

When does DSA stop being available in Google Ads?

There are two timelines. DSA campaigns using Automatically Created Assets or campaign-level broad match auto-upgrade to AI Max in September 2026. All other DSA campaigns can be created through January 2027 and auto-upgrade to AI Max in February 2027.

What is AI Max in Google Ads?

AI Max is Google's replacement for Dynamic Search Ads. It uses broader language understanding to match queries to landing pages and generate ad creative from landing page content and provided assets. Google reports a 7 percent lift in conversions versus DSA in its testing.

How do I know which DSA migration timeline my campaign is on?

Check each DSA campaign for two settings: Automatically Created Assets and campaign-level broad match. If either is enabled, the campaign auto-upgrades in September 2026. If neither is enabled, the campaign auto-upgrades in February 2027.

Should I migrate to AI Max voluntarily before auto-upgrade?

Yes, for any campaign you'd consider important. Voluntary migration lets you control timing, A/B against the existing DSA setup, and react to query expansion before it becomes an emergency. Auto-upgrade gives you none of that.

Will my budget and bidding strategy carry over to AI Max?

Yes. During both voluntary migration and auto-upgrade, budget and bidding strategy carry over. Negative keywords carry over. Some DSA-specific targeting (page feeds, target categories) maps to AI Max equivalents but the mapping is not always one-to-one.

What's the 7 percent lift Google reports for AI Max?

Google reports a 7 percent average lift in conversions for AI Max compared to DSA in its testing. This is an aggregate across accounts. Individual results vary based on landing page quality, query coverage gaps, and how tightly DSA was managed before the change.

Bottom line

Don't treat the DSA migration as one event. It's two events on two timelines. Audit your DSA campaigns this month, sort them into the September bucket and the February bucket, and start voluntary migration before the deadlines force the timing on you. The campaigns that get migrated with attention will outperform the ones that get auto-upgraded by default.

*Want help planning your DSA to AI Max migration? Book a call with us.*

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