Google updates AI Max reporting guidance and DSA transition plans

Google updated its AI Max for Search reporting documentation this week, providing new guidance on performance evaluation and optimization strategies for advertisers. The most significant update is the announcement that campaigns utilizing Dynamic Search Ads (DSA) will be automatically transitioned to AI Max beginning in February 2027. This move signals Google's continued push towards its AI-powered Search campaign format and provides advertisers with a clearer timeline for adapting their strategies. The refreshed documentation expands reporting capabilities, allowing advertisers to analyze performance across various dimensions, including search terms and landing pages for both AI Max and DSA campaigns. New reporting views offer insights into user destinations after ad clicks, and advertisers gain enhanced options for excluding underperforming search terms or landing pages via negative keywords and URLs. Additionally, Google introduced specific guidance for Travel advertisers within the updated documentation, detailing how to leverage Search Campaigns for Travel effectively. This update does not introduce new product features but aims to guide advertisers on managing and interpreting AI Max campaigns, offering greater visibility into the eventual phase-out of Dynamic Search Ads.