Google announced in June 2026 that the automatic migration of Dynamic Search Ads campaigns to AI Max has been pushed from September 2026 to February 2027. For US advertisers who were preparing for a September transition, this changes your timeline - but it does not eliminate the work ahead.
This guide covers what changed, what is still happening in September, and the specific steps US advertisers should take before the February 2027 deadline.
What Changed: The New DSA Migration Timeline
The original plan was to automatically upgrade all active DSA campaigns to AI Max in September 2026. Google moved that deadline to February 2027, citing the need to give advertisers more time to prepare and to avoid major account disruptions during the Q4 peak season.
Updated key dates:
- June 2026 through January 2027: Voluntary migration period. You can manually upgrade DSA campaigns to AI Max now, with full control over the process.
- January 2027: Google removes the ability to create new DSA campaigns. Existing active DSA campaigns remain live.
- February 2027: Automatic migration begins. Any DSA campaigns still active are automatically upgraded to Performance Max or AI Max Search campaigns.
Google's stated reason for the delay: advertisers need time to test controls, review reporting behavior, and understand how Final URL Expansion works before the transition is forced.
What Is Still Happening in September 2026
The February 2027 delay applies to full campaign automigration. Two specific features are still transitioning on the original September 2026 schedule:
- Automatically Created Assets (ACA): If your DSA campaigns use automatically created assets, those will be upgraded to AI Max asset behavior in September as originally planned.
- Campaign-level broad match setting: Any campaigns with the campaign-level broad match setting will also transition in September 2026.
If your DSA campaigns use either of these features, September is still a relevant date for you.
What AI Max Is - and How It Differs from DSA
Understanding the differences is essential before migration, because AI Max is not simply an updated version of Dynamic Search Ads.
DSA (Dynamic Search Ads) approach:
- Crawls your website and generates ads based on page content
- Matches queries to your site's landing pages
- Ad headlines generated from your page titles and content
AI Max approach:
- Uses real-time intent signals, session context, and behavioral data
- Goes beyond your website content to match queries based on what the searcher needs right now
- Generates and customizes headlines and descriptions in real time for each individual query
- Includes Final URL Expansion: can send users to any relevant page on your entire website, not just the page you designated
The most impactful change for US advertisers with large sites: Final URL Expansion. If a user searches for something relevant, AI Max can route them to any page on your site that Google deems appropriate. This can increase coverage but can also send traffic to pages you would not have chosen - landing pages without strong conversion paths, for example.
Three Risks US Advertisers Need to Address Before February 2027
Risk 1: Negative keyword lists may not transfer completely
During automatic migration, Google does not guarantee a perfect transfer of all negative keyword lists. In accounts that have built up negative keyword lists over time - common in mature US accounts - some negatives may not carry over.
Action: Audit and export all current negative keyword lists from your DSA campaigns. Manually apply them to your AI Max campaigns when you migrate.
Risk 2: Final URL Expansion can route traffic unexpectedly
AI Max's Final URL Expansion can send users to pages you have not optimized for paid traffic. This is particularly relevant for US advertisers with large product catalogs or service sites where some pages do not have conversion tracking set up.
Action: During testing, review where Final URL Expansion is sending traffic. Exclude pages that are not set up for conversions (privacy policy, careers pages, thin content pages). Google allows you to set exclusions for URL expansion.
Risk 3: Reporting changes require dashboard updates
AI Max reporting differs from DSA reporting. If you have Looker Studio dashboards, Google Sheets reports, or third-party platforms pulling DSA data, those will need to be updated after migration.
Action: Document your current DSA reporting setup before migration. Rebuild reports in a test environment using AI Max campaign data before cutting over.
Recommended Action Plan for US Advertisers (Now Through January 2027)
July - August 2026: Audit and document
Review every active DSA campaign. For each campaign, document:
- Current performance baseline (30-day and 90-day): impressions, clicks, conversions, CPA, ROAS
- Negative keyword lists (export and save)
- Landing pages being targeted by each ad group
- Any custom labels or exclusions
September - October 2026: Run a side-by-side test
Select one DSA campaign and manually upgrade it to AI Max. Run it alongside the original DSA campaign for 4-6 weeks. Compare:
- Search term quality (new queries being matched vs. previous)
- Final URL Expansion destinations (where is traffic going?)
- Conversion rate and CPA vs. the DSA baseline
Do not force-migrate all campaigns until you understand the performance difference in your specific account.
November - December 2026: Migrate high-confidence campaigns
Based on the test results, manually migrate campaigns where AI Max performance matches or exceeds DSA performance. Leave campaigns with mixed results on manual migration hold.
Q4 (October - December) is peak season for most US advertisers. Avoid migrating campaigns that are running well during Q4. Use this time to continue testing on lower-priority campaigns.
January 2027: Complete manual migration before automigration begins
Finish migrating remaining campaigns manually before January when DSA creation is disabled and before February automigration begins. Manual migration gives you control over the process; automigration does not.
Frequently Asked Questions
Can I still create new DSA campaigns before January 2027?
Yes. DSA campaign creation remains available until January 2027. After that, you can still manage and run existing DSA campaigns, but you cannot create new ones. In February 2027, existing DSA campaigns will be automatically migrated.
What happens to historical DSA data after migration?
Historical DSA campaign data remains in Google Ads reporting. The migrated AI Max campaign operates as a new campaign structure, but your historical DSA performance data is not deleted and remains accessible.
Will my bids and budget settings carry over?
Budget amounts carry over during migration. Bid strategies are generally preserved, but behavior can change because AI Max uses different signals for bid decisions. Plan to monitor bids closely for the first 4-6 weeks after any migration.
What if my DSA campaigns are performing well - should I still migrate?
Yes, eventually. DSA creation ends in January 2027 and active campaigns will be automigrated in February 2027 regardless. The goal is to migrate on your own terms before the February deadline so you control the transition, rather than having Google do it automatically.
Does this affect Smart Shopping or Performance Max campaigns?
No. The DSA to AI Max timeline is specific to Dynamic Search Ads campaigns. Performance Max campaigns have a separate roadmap.
Full guide to AI Max for Shopping and Performance Max migration for US e-commerce sites: /en-us/blog/google-ai-max-shopping-replacing-performance-max-2026/
