Google Sunsets Dynamic Search Ads for AI Max

Google is retiring Dynamic Search Ads (DSA) as a standalone campaign type and moving advertisers to AI Max. The dates are set: you can create new DSA campaigns until January 2027, and automatic migration begins in February 2027. The deadline used to be September 2026 — Google pushed it back to give teams time to prepare.

AI Max isn't a new campaign type but a layer inside your existing Search campaigns: the AI expands targeting, writes headlines and descriptions, and picks landing pages itself. Where DSA leaned mostly on your website, AI Max adds keywords, ad copy, budget and real-time intent signals.

In practice, ads are assembled from your website copy, your existing assets and the query context, while final URL expansion can send a user to any relevant page on your domain. You get less control — so you'll need to watch it closely.

As Search Engine Land breaks down, it pays to prepare before the switch. What to do before the deadline:

• migrate early, without waiting for the automatic move in February 2027;
• review AI-generated ads for brand compliance: Ads → Assets → Performance;
• monitor search terms — AI Max reaches beyond your original keywords;
• control final URL expansion and set brand lists, URL exclusions, up to 25 search-term exclusions and 40 messaging restrictions.

Moving early isn't about rushing — it's about control: you set your guardrails before the system turns expansions on by default.