Google announced in June 2026 that the automatic migration of Dynamic Search Ads to AI Max has been pushed from September 2026 to February 2027. The delay gives advertisers more time to prepare, but it does not eliminate the work ahead - and two specific changes are still happening in September.
This guide covers what changed, what is still happening on the original September schedule, and how to prepare for the February 2027 deadline.
Updated DSA Migration Timeline
- June 2026 - January 2027: Voluntary migration period. Manual upgrades available with full control.
- January 2027: Ability to create new DSA campaigns is removed.
- February 2027: Automigration begins for all remaining active DSA campaigns.
Google stated that the delay was to avoid disrupting accounts during the Q4 peak season and to give advertisers additional time to test AI Max controls and review reporting behavior.
What Is Still Happening in September 2026
Two features are still transitioning on the original September timeline:
- Automatically Created Assets (ACA) - campaigns using ACA will be upgraded to AI Max asset behavior in September.
- Campaign-level broad match setting - will also transition in September 2026.
If your DSA campaigns use either of these features, September remains a relevant date for your account.
Key Differences: DSA vs AI Max
DSA crawls your website and generates ads based on page content. AI Max goes further: it uses real-time intent signals and behavioral data, dynamically generates headlines and descriptions per query, and includes Final URL Expansion - which can route users to any page on your site Google deems relevant.
Final URL Expansion is the most significant operational difference. It increases coverage but can send traffic to pages you have not optimized for conversions.
What to Do Before February 2027
Audit your DSA campaigns now: document performance baselines, export negative keyword lists, and note all landing pages being targeted.
Run a manual migration test: select one DSA campaign, upgrade it manually to AI Max, and run it in parallel for 4-6 weeks. Compare search term quality, URL expansion destinations, and CPA vs. your DSA baseline.
Do not migrate during Q4: peak season (October-December) is not the time to run major campaign structure changes. Use Q4 to complete testing and plan migrations for January.
Complete migration before February: manual migration gives you control. Automigration does not.
Frequently Asked Questions
Does historical DSA data disappear after migration? No. Historical DSA campaign data remains in Google Ads reporting. The AI Max campaign operates as a new structure, but your history is preserved.
Can I still create DSA campaigns now? Yes, until January 2027. After that, existing campaigns continue running but new DSA creation is disabled.
Does this affect Performance Max? No. The DSA to AI Max timeline is specific to Dynamic Search Ads. Performance Max has a separate roadmap.
Related: full guide to Google Ads new Terms of Service effective July 1, 2026: /blog/google-ads-tos-july-2026-ai-automation-what-changed/