April 2026 Google Ads Update – Dynamic Search Ads Upgrade to AI Max

Granular analysis and first look

Google is replacing legacy Dynamic Search Ads functionality with AI Max, making this an important update for advertisers using Google Ads management to scale Search coverage. Originally announced for September 2026, the Dynamic Search Ads sunset and auto-upgrade timeline has now been extended to begin in February 2027. Campaigns using Automatically Created Assets and campaign-level broad match settings are still expected to begin auto-upgrading in September 2026.

For advertisers, the extra time is useful — but it should not become a reason to wait. AI Max changes how Google expands queries, customizes ad text and routes users to landing pages, so testing before the forced transition will be key.

What’s Changing With Dynamic Search Ads?

Dynamic Search Ads have long helped advertisers capture searches that keyword-based campaigns may miss by using website content to generate relevant headlines and landing pages. AI Max builds on that idea with a broader set of AI-powered features, including search term matching, text customization and final URL expansion.

Google says advertisers using the full AI Max feature suite see an average of 7% more conversions or conversion value at a similar CPA or ROAS compared with using search term matching alone, based on Google internal data for non-retail advertisers.

Updated Timeline Advertisers Need to Know

The biggest change is timing. Google’s June 11, 2026, update extended the DSA sunset and auto-upgrade timeline to February 2027. However, the broader AI Max transition is still moving forward sooner for other legacy Search settings.

Key dates:

• September 2026: Campaigns using Automatically Created Assets or campaign-level broad match settings begin auto-upgrading to AI Max.
• June 2026 through January 2027: Advertisers have an extended testing and voluntary migration period for DSA.
• January 2027: New DSA creation is expected to be removed.
• February 2027: Remaining active DSA campaigns begin automatic migration.

Why This Matters for Search Advertisers

This is more than a feature replacement. It represents another shift from manual Search campaign expansion toward AI-assisted matching, messaging and landing page selection.

That can create new growth opportunities, especially for advertisers with strong website content, clean conversion tracking and campaigns that benefit from long-tail query discovery. But it can also create risk if campaigns rely on tight URL targeting, strict message control or highly specific landing page routing.

The advertisers most likely to benefit will be the ones who treat AI Max as a structured test, not a simple checkbox.

How to Prepare for the AI Max Transition

Before upgrading, advertisers should review how their DSA campaigns are currently structured and what role they play in the account.

Recommended next steps:

• Audit existing DSA campaigns, dynamic ad targets and landing page exclusions.
• Review search term quality and identify queries worth preserving in keyword campaigns.
• Confirm conversion tracking reflects real business value, not just lead volume.
• Test AI Max in controlled campaigns before auto-upgrades begin.
• Review text customization, final URL expansion, brand controls and location controls.
• Use experiments where available to compare performance before making broader changes.

Google’s Help Center notes that AI Max includes asset optimization settings like text customization and final URL expansion, which can be managed within campaign settings.

Key Takeaways

• Dynamic Search Ads are being upgraded into AI Max, but DSA auto-upgrades now begin in February 2027.
• ACA and campaign-level broad match setting upgrades are still scheduled to begin in September 2026.
• AI Max combines search term matching, text customization and final URL expansion.
• Advertisers should use the extended timeline to test, audit and refine campaign structure.
• Strong conversion signals, landing page quality and clear controls will matter more as Search automation expands.

Google’s DSA to AI Max transition gives advertisers a clear signal: Search campaigns are becoming more AI-driven, but account strategy still matters. The extended DSA timeline gives teams more room to prepare, but the best move is to start testing now while there is still control over timing, structure and measurement.

For advertisers using Dynamic Search Ads as a reliable catch-all, this is the moment to document what works, protect high-value traffic and build an AI Max rollout plan before Google’s automatic migration begins.