In this guide · 7 sections
Short answer
Search campaigns using automatically created assets or campaign-level broad match are auto-upgraded to AI Max from September 2026. Dynamic Search Ads auto-upgrade and sunset now begins in February 2027. Upgrade first to set URL exclusions, brand controls and text guidelines yourself.
The dates: what upgrades when
Google announced the change on its blog, We're upgrading Dynamic Search Ads to AI Max, on 15 April 2026. The post was updated on 11 June 2026 with a new DSA timeline. As of 21 October 2026:
| Campaign uses | Automatic upgrade | Settings after upgrade |
|---|---|---|
| Dynamic Search Ads (dynamic ad groups) | Sunset and auto-upgrade begin February 2027 | Standard ad groups; search term matching, text customisation and final URL expansion on; legacy URL controls kept |
| Automatically created assets | From September 2026 | Search term matching and text customisation on by default |
| Campaign-level broad match setting | From September 2026 | Search term matching on by default |
Google says you will get a notification in your account before the automatic upgrade, and that once auto-upgrades start you cannot create new DSA campaigns in Google Ads, Google Ads Editor or the API.
What AI Max is, in plain words
Google's help page Set up AI Max for Search campaigns says AI Max is not a new campaign type but an optimisation layer on a normal Search campaign. It has three parts:
- Search term matching: your ads can show on searches beyond your keywords, using your ads and website as signals (similar to broad match plus DSA's keywordless targeting).
- Text customisation: Google writes extra headlines and descriptions from your website, landing pages, ads and keywords.
- Final URL expansion: Google can send a click to a different page on your site if it seems more relevant than the one you set.
Google's blog claims AI Max campaigns using all three features see an average of 7% more conversions or conversion value at a similar CPA or ROAS than search term matching alone. That is Google's own average, not a promise for a small account with few conversions. The help page also notes these features need conversion-based Smart Bidding to work effectively.
What changes in control for a small account
DSA users mostly gain controls, but a few old ones become read-only. Here is how it balances out according to Google's help page:
You gain
- URL exclusions at campaign level to keep traffic off pages like careers, blog or T&Cs
- URL inclusions at ad group level to limit landing pages to ones you choose
- Brand inclusions and exclusions using brand lists
- Text guidelines to ban words or phrases and set tone for AI-written text
- Can be switched off per campaign; re-enabling restores the same features
Watch out for
- Legacy DSA rules like "page title contains" or "page content contains" become read-only
- Pinned responsive search ad assets are not used when a different URL is chosen
- Turning off text customisation also turns off final URL expansion
- Features work best with Smart Bidding, which needs conversion tracking
If your campaign depends on pinned headlines for legal wording (such as licence numbers or price disclaimers), final URL expansion matters: Google says pinned assets are not used when a more relevant URL is chosen. Turn off final URL expansion and URL inclusions if pinned assets must always show.
How the DSA upgrade works if you do it yourself
Google provides an upgrade button in the campaign settings. According to its help page, the process is:
Open the campaign settings
In Campaigns, Settings, tick the DSA campaign. The Dynamic Search Ads panel shows a callout to upgrade to AI Max.
Read the confirmation dialog
Dynamic ad groups become standard ad groups, and DSAs become responsive search ads, with Google generating the minimum assets needed using text customisation.
Note any unsupported targets
The dialog warns if legacy DSA targets are not supported. These become read-only after the upgrade.
Confirm the upgrade
Old DSAs keep running while new responsive search ads are generated and pass policy review, then they are paused and become view-only.
Add your controls straight away
Set URL exclusions, brand exclusions and text guidelines in the AI Max section, then save.
15-minute checklist before the automatic upgrade
Even a one-campaign account should run through this once. It is faster than fixing wasted spend after the fact.
AI Max readiness
A landing page that does not answer the search wastes the extra reach, so pair this with our guide on Google Ads landing page quality. If your account is not yet verified, our Google Ads advertiser verification guide explains that process too.
Do it yourself or get help?
If you have one or two Search campaigns and solid conversion tracking, the upgrade and checklist are manageable in an hour. If you are unsure what your account is spending on, or someone else built it, an outside review before the automatic upgrade is cheaper than a month of wasted clicks. Our guide on choosing Google Ads management in Singapore covers what to ask an agency or freelancer.
IT Sorted is a Singapore-based team of developers with over 10 years of experience. Our Ad Account Audit (S$290) reviews up to 2 ad accounts, including tracking, structure, wasted spend in search terms and landing pages, and gives you a prioritised fix list. For a fresh start, Google Ads Setup (S$690) builds the account in your name with GA4-linked conversions, keyword research, one Search campaign and a negative keyword list. Ad spend is paid to Google separately, and nobody can guarantee results.
Frequently asked questions
Google originally said September 2026, but on 11 June 2026 it updated its announcement: the Dynamic Search Ads sunset and auto-upgrade will begin in February 2027. Campaigns using automatically created assets or campaign-level broad match are still auto-upgraded starting September 2026. Google says it notifies accounts before the switch.
You can turn AI Max off for a campaign in its settings, and re-enabling it restores the same features. What you cannot do after the sunset is keep running or create Dynamic Search Ads campaigns, because DSA is being retired. Campaigns that relied on DSA need either AI Max or normal keyword targeting.
It can if you leave final URL expansion on without limits. Google lets you add URL exclusions at campaign level and URL inclusions at ad group level, so you can keep clicks away from pages such as careers, blog posts or policies. Review the landing pages and search terms reports after switching.
Google's help page says search term matching, final URL expansion and text customisation require conversion-based Smart Bidding strategies to function effectively. That means working conversion tracking is a prerequisite. Without reliable conversions, the AI has little to learn from and spend may drift.
Google says legacy rule types such as page title contains or page content contains become read-only after the upgrade. You can remove them but cannot add or edit them. Recreate the important ones as AI Max URL inclusions or exclusions before or right after upgrading.