Google Ads is stepping into a new era of automation. For many years, Dynamic Search Ads have served as a reliable catch-all tool, allowing advertisers to capture traffic beyond their primary keyword lists. However, as consumer searches become increasingly complex, the tools used must evolve.
Google has officially announced that Dynamic Search Ads, along with automatically created assets and campaign-level broad match settings, will be upgraded to AI Max. This transition is set to become automatic starting in September 2026, but the shift represents much more than a simple name change.
AI Max is designed to be a advanced generation of search technology. By moving beyond landing page data and incorporating richer, real-time intent signals, the system helps businesses connect with customers in more meaningful moments.
Data indicates significant improvements in performance. Internal figures show that AI Max for Search campaigns delivers an average of 7% more conversions or conversion value at a similar cost-per-acquisition when utilising the full suite of features. These features include search term matching, text customisation, and final URL expansion, which work together to maximize relevance and reach.
The upgrade process is structured in two main phases:
Currently, advertisers are encouraged to participate in voluntary upgrades. Specific tools are available to help port historical settings and data into new standard ad groups, ensuring a seamless transition. Upgrading now allows for maintained control over campaign setups and provides time to become familiar with the new interface.
The second phase begins in September 2026, when remaining eligible campaigns will be automatically transitioned. At that point, the option to create new DSA campaigns will be removed from the Google Ads UI, Editor, and API.
While AI Max leverages automation, it also introduces advanced controls for precision. Brand and location controls, alongside specific text guidelines, can be used to steer the system. This ensures that while performance scales, it remains aligned with brand standards.
For optimal results, enabling all AI Max features and using one-click experiments to measure impact is recommended. This shift marks a strategic move toward scalable growth, allowing a focus on strategy while technology handles the complexity of the modern search landscape.
If you want to know how the upgrade from Dynamic Search Ads to AI Max could help your business, please get in touch.