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. For advertisers running campaigns in the Polish market - whether targeting Polish-language queries on Google.pl or English-language searches - this changes your planning timeline but not your preparation requirements.
Polish-market advertisers face specific considerations with AI Max that differ from global defaults: Polish-language query matching, local landing page structure, and how Final URL Expansion behaves with Polish-language site content.
Updated Timeline: What Changes for Polish-Market Campaigns
- June 2026 - January 2027: Voluntary migration period. Manual upgrades with full control.
- January 2027: New DSA campaign creation disabled.
- February 2027: Automigration for all remaining active DSA campaigns.
What Is Still Happening in September 2026
Two changes still take effect in September on the original schedule:
- Automatically Created Assets (ACA): Campaigns using ACA will switch to AI Max asset behavior in September.
- Campaign-level broad match setting: Will transition in September 2026.
If your Polish-market DSA campaigns use either feature, September is still a relevant date.
DSA vs AI Max: What Changes for Polish-Language Campaigns
DSA generated ads based on your Polish-language page content and matched queries to specific landing pages. The system was reliable for Polish-language query matching but limited to what your site content explicitly contained.
AI Max uses real-time intent signals and behavioral data for Polish-language queries, going beyond your site content. The system generates Polish-language headlines and descriptions dynamically. Final URL Expansion can route users to any page on your Polish-language site that Google determines is relevant - not just the pages you specifically targeted.
For Polish e-commerce and service sites with deep URL structures, Final URL Expansion requires careful monitoring. Polish-language sites with many category and product pages may see AI Max routing traffic to pages without conversion paths configured for paid traffic.
Preparation Steps for Polish-Market Advertisers
Audit Polish-language DSA campaigns: document 90-day performance baselines for campaigns targeting Google.pl and Polish-language queries. Export negative keyword lists, including Polish-language negatives.
Test AI Max with Polish-language content: when running your side-by-side test, monitor whether AI Max maintains the same Polish-language query matching quality as your DSA campaigns. Check whether automatically generated Polish headlines are accurate and appropriate for your brand voice.
Configure URL exclusions for Polish sites: if your site has Polish-language pages that should not receive paid traffic (terms pages, privacy policy, account registration), set URL exclusions in AI Max before migration.
Plan migration outside Q4 and the December holiday season: Polish consumer peaks align with global Q4 but extend into December gift-buying. Complete migration in September-October or wait until January.
Frequently Asked Questions
Does AI Max support Polish-language query matching as accurately as DSA?
AI Max uses the same underlying Google language models that support Polish. The query matching may differ from DSA because AI Max incorporates real-time intent signals beyond site content. Testing in your specific account is the only way to confirm query quality for your Polish-language campaigns.
Will negative keywords in Polish carry over during automigration?
Google does not guarantee complete transfer of negative keyword lists during automigration, including Polish-language negatives. Export all negative lists before any migration and manually apply them to AI Max campaigns.
Does the delay affect Polish advertisers differently than global accounts?
The timeline is the same globally. The consideration for Polish-market accounts is that Q4 and the holiday season extend into December, making September-October or January the better migration windows for campaigns targeting Polish consumers.
Related: Google Ads new Terms of Service effective July 1, 2026 - what changed for all advertisers: /en-pl/blog/google-ads-tos-july-2026-ai-automation-what-changed/
