Google delayed the automatic migration of Dynamic Search Ads (DSA) to AI Max for Search campaigns by five months, moving the deadline from September 2026 to February 2027.
The company also reinstated advertisers' ability to create new DSA campaigns starting June 15, 2026. This extension provides advertisers with an additional five months to test AI-powered alternatives and manage their transition away from DSA campaigns on their own schedules.
Dynamic Search Ads, which use website content to automatically generate ad targeting, are being phased into newer AI-driven formats like AI Max for Search, broad match, and Smart Bidding. The extended timeline allows advertisers to evaluate performance differences and develop migration plans before Google automatically upgrades remaining campaigns.
Advertisers are encouraged to audit their existing DSA campaigns, conduct side-by-side experiments with AI Max for Search, and utilize voluntary migration tools before the February 2027 deadline. New DSA campaign creation will end in January 2027, with automatic migration commencing in February 2027.
This move offers advertisers a longer period to transition to AI-powered search campaigns while retaining access to DSA creation and testing functionalities.
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Original report
Google delays Dynamic Search Ads migration to AI Max
Search Engine Land
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