Prepare for Google’s DSA Sunset: Switch to AI Max
▼ Summary
– Google will automatically migrate all Dynamic Search Ads (DSA) campaigns to AI Max starting in February 2027, though users can still create DSA campaigns until January 2027.
– DSA uses the website as its foundational targeting signal, while AI Max incorporates additional signals like keywords, ad copy, budget, and real-time user intent.
– DSA is a separate campaign type with specific dynamic ad targets, whereas AI Max for Search layers onto existing Search campaigns and uses final URL expansion to route traffic across the entire domain.
– Advertisers should manually migrate DSA campaigns before the deadline to maintain control, review AI-generated ads for brand compliance, and monitor search terms and final URL expansion for irrelevant traffic.
– The role of paid search is shifting from campaign operator to business translator, as Google’s AI excels at pattern finding but lacks context on commercial goals, inventory challenges, and brand voice.
Google has long signaled the end of standalone Dynamic Search Ads (DSA) campaigns. While Performance Max initially seemed like the natural successor, the rise of AI Max and Google’s broader adoption of Final URL expansion across Search have effectively sealed DSA’s fate.
Originally, Google announced an automatic migration of all DSA campaigns to AI Max in September of last year. After receiving advertiser feedback, the timeline shifted. Users can now create new DSA campaigns until January 2027, with the automatic transition starting in February 2027.
For accounts starved of non-brand search term data, DSA has been a crucial tool. It excels at breaking a website into manageable, crawlable segments. When setting a dynamic ad target, you can see exactly how Google categorizes your site and what portion of it falls into each segment. This visibility has been invaluable for structuring non-brand search campaigns, as historical DSA search term performance often reveals which keywords deserve more focus.
How AI Max differs from DSA
AI Max operates on a fundamentally different setup and targeting model. Here are the key distinctions:
- Core targeting signals: In standalone DSA, your website serves as the foundational targeting signal. In AI Max, the website is just one input among many, including existing keywords, ad copy, budget, and real-time user intent signals.What you should do to adaptIf you are currently running DSA campaigns, you have time before the forced migration. However, migrating early is strongly recommended to maintain control over both the transition and the post-migration performance.To begin, open your DSA campaign and navigate to settings. You will find the option to manually upgrade within the Dynamic Search Ads setting. Clicking Upgrade campaign will trigger a confirmation pop-up. While our accounts haven’t been upgraded yet, be aware that after this step, your campaigns will behave very differently from traditional DSA.Review AI-generated ads and brand controlsCheck all automatically created responsive search ads to ensure they align with your brand guidelines. AI Max includes a feature called Text Guidelines (or Guardrails) for this purpose. These brand safety controls let you specify up to 25 search term exclusions and 40 messaging restrictions that Google will consider when automatically generating ads via text customization.To review Google’s automatically created assets, go to Ads > Assets and view the Performance tab. Ensure the Added by column is visible so you can distinguish between assets you added and those Google AI generated.Monitor your search termsDSA matches ads based on website crawling. AI Max reads your website but also incorporates additional user intent signals. It can expand narrower keyword match types using broad match and keywordless technology. While this can make you eligible for more searches, it also increases the risk of serving for irrelevant queries.Watch where Final URL expansion sends trafficIf Final URL expansion is enabled, closely monitor which landing pages your ads are directed to. DSA restricts traffic to your existing dynamic ad targets. Final URL expansion, however, can route users to any relevant landing page on your domain if it predicts a higher conversion likelihood. Use URL exclusion lists and Brand Controls to keep the AI on track.Take control of the migrationYou have some breathing room before the mandatory switch, but waiting until the deadline is a mistake. Migrating early puts you in the driver’s seat rather than leaving the transition to Google’s automation.As Google deepens its reliance on AI automation, paid search is shifting from button-pushing to guiding technology toward your objectives. Understanding how AI Max works is essential to navigating this change. Google’s algorithms are excellent at finding patterns, but they lack context about your commercial goals, inventory challenges, and brand voice. The advertiser’s role is evolving from campaign operator to business translator.
