We’re upgrading Dynamic Search Ads to AI Max
Summary
Google is upgrading its Dynamic Search Ads (DSA) to AI Max for Search campaigns, moving the AI-powered solution out of beta. Starting in September 2026, existing campaigns using DSA, automatically created assets (ACA), and campaign-level broad match settings will automatically transition to AI Max. This new system leverages AI to identify more search queries and maintain ad relevance by combining advertiser inputs with richer, real-time intent signals. AI Max campaigns have shown an average of 7% more conversions or conversion value at a similar CPA/ROAS when utilizing its full feature suite, which includes search term matching, text customization, and final URL expansion. Advertisers are encouraged to voluntarily upgrade now to retain control over their campaign configurations and familiarize themselves with enhanced features like brand and location controls, and text guidelines, before the mandatory September transition.
Key takeaway
For advertisers managing Google Search campaigns, you should proactively transition your Dynamic Search Ads, automatically created assets, and broad match settings to AI Max before the automatic September 2026 upgrade. Migrating now allows you to maintain full control over your campaign setup and leverage AI Max's advanced features, such as search term matching and text customization, to potentially achieve an average of 7% more conversions and scale your business with greater precision in the evolving search landscape.
Key insights
Google Ads is transitioning legacy search campaign features to AI Max for enhanced, AI-driven performance and precision.
Principles
- AI-powered solutions enhance ad relevance and query discovery.
- Proactive upgrades offer greater control over campaign settings.
Method
AI Max combines advertiser inputs (ads, website content) with real-time intent signals to find untapped queries and ensure ad relevance, offering advanced controls for precision steering.
In practice
- Upgrade DSA, ACA, and broad match campaigns to AI Max now.
- Utilize AI Max's full feature suite for optimal conversion rates.
- Use one-click experiments to test AI Max performance impact.
Topics
- AI Max
- Dynamic Search Ads
- Google Ads
- Search Campaigns
- Conversion Optimization
Best for: Executive, Marketing Professional, Consultant
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Editorial summary, takeaway, and curation by AIssential. Original article published by The Keyword.