What is changing?
Google is extending the timeline for the transition of Dynamic Search Ads (DSA) to AI Max for Search campaigns and restoring campaign creation functionality.
- Automigration Delayed: The automatic upgrade of DSA campaigns to AI Max (or Search campaigns with broad match and Smart Bidding) has been postponed from September 2026 to February 2027.
- Creation Restored: The ability to create new DSAs is being restored on June 15, 2026.
This change is designed to give advertisers additional time to manage their own transitions, perform thorough testing, and ensure a seamless migration to AI Max.
What is the DSA Migration?
Dynamic Search Ads (DSA) have long helped advertisers capture relevant searches by using website content to target ads. As part of our commitment to delivering the best performance through Google AI, we are transitioning legacy search features to more advanced, asset-based AI Max for Search campaigns.
Why is this changing?
By moving the automigration to February 2027 and restoring the ability to create new DSAs, we are providing additional flexibility to perform these migrations on your own schedule and terms.
How to Prepare
Although you now have additional time, we strongly recommend proactively managing your migration rather than waiting for the automatic upgrade in February 2027. Manual migration allows you to tailor your assets and maintain tighter control over your campaign structures.
Step 1: Audit Your Accounts
Identify all active DSAs and ad groups currently running in your accounts.
If you are using the Google Ads API, you can query the campaign resource to find campaigns with the advertising channel type set to SEARCH and targeting settings configured for dynamic search ads:
SELECT campaign.id, campaign.name, campaign.status, campaign.dynamic_search_ads_setting.domain_name FROM campaign WHERE campaign.status = 'ENABLED' AND campaign.dynamic_search_ads_setting.domain_name IS NOT NULL
Step 2: Begin Side-by-Side Testing
Use the restored DSA creation functionality to maintain your baseline while you test AI-powered alternatives. We recommend setting up Campaign Experiments to test AI Max for Search campaigns (with broad match and Smart Bidding) against your existing DSA campaigns to measure performance parity.
Step 3: Utilize Voluntary Upgrade Tools
When you are ready to transition, use the voluntary upgrade tools available in the Google Ads UI. These tools allow for a "one-click" transition that preserves historical reporting and minimizes learning-phase disruptions by mapping your DSA targets to their modern equivalents.
The Updated Transition Timeline
We encourage you to take advantage of this extension to complete your migrations. The updated timeline is as follows:
- Immediate (June 2026): DSA campaign creation is fully restored. Advertisers can create and edit DSA campaigns as needed.
- June 2026 – January 2027: Extended testing and voluntary migration period. Advertisers should actively transition campaigns.
- January 2027: Ability to create DSAs is removed.
- February 2027: Automigration begins. Any remaining active DSA campaigns will be automatically upgraded to Performance Max or AI-powered Search campaigns.
Bob Hancock, Google Ads API Team
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