Every DSA campaign still ends up on AI Max, and one part of the plan was not pushed back at all. If you run paid search at any scale, this is a testing window you have been handed, not a reprieve you can ignore.
The two clocks you need to watch
The headline delay applies only to the automatic migration of Dynamic Search Ads. Google Ads Liaison Ginny Marvin said the extension came from advertiser feedback and a wish to avoid disrupting the busy Q4 period. So far so good. The catch is that campaigns using automatically created assets and the campaign-level broad match setting still move to AI Max in September 2026, exactly as first planned. For many accounts that nearer date is the one that bites, so it pays to know which of your campaigns fall into which bucket. A quick look at your Google Ads account structure will tell you fast.
| Date | What happens |
|---|---|
| 15 June 2026 | DSA campaign creation and editing restored |
| September 2026 | Automatically created assets and campaign-level broad match move to AI Max (not delayed) |
| January 2027 | New DSA creation ends for good |
| February 2027 | Automatic migration of remaining DSA campaigns to AI Max begins |
What AI Max actually is
AI Max is Google’s AI-powered upgrade to Search campaigns. It does the three jobs that used to fill a search marketer’s week. It decides which queries to show on, it adapts the ad text, and it can choose the landing page through final URL expansion. There is also a newer piece, the AI Brief, which lets you give plain English instructions on messaging, matching, and audience. Google says the full feature suite delivers an average of 7% more conversions or conversion value at a similar cost per acquisition. Read that as Google’s own figure for non-retail advertisers, not a promise for your account. Independent results have been mixed, with revenue rising while cost per acquisition rises too, which is exactly why you should measure rather than trust an average.
What you gain and what you give up
The gain is reach into long-tail intent and far less manual work. Roughly 15% of daily Google searches are ones it has never seen before, and keyword lists were always a blunt way to chase them. The cost is control. AI Max widens matching well beyond your keywords, so without guardrails it will find ways to spend on informational, competitor, or wrong-location searches you would never target on purpose. Your landing pages matter more too, since the system may pick them, which is where strong technical SEO foundations and well-built using paid search data to sharpen messaging both earn their keep.
Use the runway, do not waste it
Treat the months you have been given as a controlled experiment. Keep a Dynamic Search Ads baseline running, then test AI Max beside it and compare on your own cost per acquisition and return on ad spend. A PPC testing plan keeps that honest. Picture a UK kitchen fitter spending £3,000 a month. Switching everything to AI Max overnight risks the budget drifting onto national searches it cannot service, but a measured test on one campaign shows whether the wider matching brings real enquiries or just noise.
Governance is the other half. Negative keywords still apply under AI Max and remain your main lever, so build account-level shared negative lists, add brand exclusions, and review the search terms report weekly. Our note on why search terms reports still matter explains the discipline, and it is doubly true once matching opens up. Tie this into your PPC keyword strategy and, for longer sales cycles, the approach in Google Ads for B2B. A short account audit now will flag which campaigns are safe to migrate early and which need the full runway. It is also worth balancing paid against your organic search and, as automation spreads, leaning on generative engine optimisation experts for the AI side of discovery.
Frequently asked questions
What is AI Max for Search?
It is Google’s AI-powered upgrade to Search campaigns. It handles query matching, ad text, and landing page selection, controlled through search term matching, text customisation, final URL expansion, and the AI Brief.
When are Dynamic Search Ads being retired?
New DSA creation ends in January 2027, and any remaining campaigns are automatically migrated to AI Max from February 2027.
Was the whole migration delayed?
No. The DSA auto-migration moved to February 2027, but automatically created assets and campaign-level broad match still move to AI Max in September 2026.
Can I still control where AI Max spends?
Yes. Negative keywords still apply and remain your main control, so shared negative lists and a weekly search terms review matter more than ever.
Get ahead of February 2027
The accounts that come through this smoothly are the ones that test and build controls now, not in a panic next winter. Speak to our team about a structured AI Max trial, and let our paid search management specialists set up the baseline, the experiment, and the governance so your migration rests on your numbers. Book a free consultation and decide on your own terms. You can read Google’s official AI Max announcement for the full background.