Google has postponed the automatic migration of Dynamic Search Ads (DSA) to AI Max for Search campaigns by five months, shifting the deadline from September 2026 to February 2027. The company is also restoring the ability for advertisers to create new DSA campaigns, effective June 15th, reversing an earlier decision to phase them out. This move provides advertisers with extended time to evaluate AI-powered alternatives.
Advertisers gain five extra months and can now create new DSA campaigns again.
The automatic upgrade of DSA campaigns to AI Max, which involves Search campaigns utilizing broad match and Smart Bidding, was initially set for September 2026. This extension to February 2027 allows paid media professionals nearly six additional months to test and refine their strategies before the mandatory transition. Google Ads Liaison Ginny Marvin indicated the change came in direct response to advertiser feedback requesting more preparation time and to avoid disrupting Q4 planning.
This extended timeline offers a crucial opportunity for advertisers to conduct side-by-side tests between existing DSA campaigns and AI Max formats. Running these experiments allows teams to benchmark performance, refine migration strategies, and ensure a smoother transition. Google encourages advertisers to audit current DSA campaigns and utilize voluntary migration tools, as manual upgrades provide greater oversight and preserve historical reporting data.
While the DSA migration timeline is extended, Google continues to position AI Max as a core component of its Search strategy. AI Max is now the default setting for new Search campaigns, a change based on testing that showed campaigns achieving their first conversion faster. New DSA creation will end in January 2027, with automatic migration for remaining campaigns commencing in February 2027.
