We’re upgrading Dynamic Search Ads to AI Max

With hundreds of thousands of global advertisers already scaling their Search campaigns with AI Max, we’ve reached a major milestone: AI Max is moving out of beta, with improved performance quality across targeting and creative capabilities along with more enhanced controls. In fact, AI Max for Search campaigns see an average of 7% more conversions or conversion value at a similar CPA/ROAS when using the full feature suite — search term matching, text customization and final URL expansion — compared to using search term matching alone. ¹

To help more advertisers access the benefits of AI Max, starting in September, campaigns using Dynamic Search Ads (DSA), automatically created assets (ACA) and campaign-level broad match setting will automatically be upgraded to AI Max.

AI Max is the next generation of Dynamic Search Ads

For years, advertisers have been using DSA as a catch-all tool to expand their traffic beyond keyword-based campaigns, while generating relevant headlines and landing pages based on their website content. But as consumer searches become more complex and unpredictable, moving beyond landing page data to include broader, real-time intent signals allows you to connect with customers in the moments that matter most.

AI Max comes with the same benefits as DSA while offering a smarter, AI-powered solution to prepare your campaigns for the new era of Search. It combines advertiser input, like ads and website content, with richer signals to help you find even more untapped queries, while ensuring your ads always stay relevant. What’s more, AI Max offers more advanced controls — which allow you to steer AI with greater precision — such as brand, location controls and text guidelines.

What you need to know about this upgrade

We want to make this transition as easy as possible. Whether you’re using Dynamic Search Ads, automatically created assets or campaign-level broad match setting, here’s what to expect over the coming months as we move toward the September automatic upgrades:

Phase 1: Voluntary upgrades begin

We strongly recommend transitioning to AI Max now to maintain full control over your campaign setup, and start familiarizing yourself with the new controls.

• For DSA users: We’re rolling out upgrade tools starting this week to help you port over your historical settings and data into new standard ad groups to ensure an easy transition.
• For ACA and campaign-level broad match setting users: Look for a pop-up banner in your Google Ads UI to upgrade to AI Max.

Phase 2: Automatic upgrades begin, new DSA creation ends

Starting in September, remaining eligible Search campaigns with legacy settings will automatically upgrade to AI Max, and you won’t be able to create new campaigns with DSA via Google Ads, Google Ads Editor and the Google Ads API. You’ll receive notifications in your account before the transition begins.

To ensure performance stability, AI Max will be enabled with settings configured to mirror your legacy setup once the auto-upgrades are complete:

• For DSA users: Your campaigns containing dynamic ad groups will transition to standard ad groups, with settings and data ported into AI Max to maintain consistent performance. All three AI Max features — search term matching, text customization and final URL expansion — will be enabled with your legacy URL controls preserved.
• For ACA users: Your campaigns will be upgraded to AI Max with search term matching and text customization enabled by default.
• For campaign-level broad match setting users: Your campaigns will upgrade to AI Max with search term matching enabled by default.

We expect all upgrades for eligible campaigns to conclude by the end of September. For a full breakdown of feature mapping and eligibility, visit the Google Ads Help Center.

Pro Tip: Don’t wait for the automatic upgrades. By switching to AI Max today, you can ensure your setup is fully aligned with your business needs from day one. We recommend turning on all the features in AI Max to maximize your results. Use our one-click experiments to test the performance impact.

Get ready for the new era of Search

This transition to AI Max marks a strategic shift from manual maintenance to scalable, AI-powered growth. You can now capture more opportunities and scale your business with greater precision than ever before. We’re committed to supporting you throughout this journey. To learn more about the upgrades, visit the Google Ads Help Center.