Google Is Retiring Dynamic Search Ads: What AI Max Changes and How to Migrate Without Losing Performance

Dynamic Search Ads are being replaced by AI Max. Here's what actually changes, the migration dates that matter, and how to keep control of spend through the transition.

Is AI Max replacing Dynamic Search Ads?

Yes. Google describes AI Max as the next generation of Dynamic Search Ads. New DSA campaigns can't be created from September 2026, and remaining DSA campaigns automatically upgrade to AI Max beginning February 2027.

Do I lose my keywords when I upgrade to AI Max?

No. AI Max is a layer applied inside a standard Search campaign. Your keywords, negative keyword lists and bid strategy remain in place. AI Max adds keywordless matching, text customization and final URL expansion on top of them.

What is the biggest risk when migrating from DSA to AI Max?

Final URL expansion. On a large site with blog content, policy pages or thin category pages, letting Google choose the landing page sends paid traffic to pages that don't convert. Restrict URL expansion before enabling the campaign.

Should I upgrade to AI Max now or wait for the automatic upgrade?

Upgrade deliberately and early. A manual upgrade preserves your existing settings and lets you measure against a clean baseline. An automatic upgrade applies Google's defaults on Google's schedule, which may be a month when nobody is monitoring the account.

How long should I wait before judging AI Max performance?

Fourteen days minimum, without structural changes. Keywordless matching needs query volume before its behaviour becomes representative, and judging it on three days of data produces the wrong conclusion.