Google has been hinting at the demise of standalone Dynamic Search Ads (DSA) campaigns. At first, Performance Max seemed likely to replace DSA. However, as AI Max gained traction, Google’s final URL expansion across Search emerged as the nail in DSA’s coffin.
We were initially told that Google would automatically migrate all DSA campaigns to AI Max in September. After considering advertiser feedback, Google announced that users can still create DSA campaigns until January 2027, with automatic migration now beginning in February 2027.
DSA is a lifesaver for accounts with little non-brand search term data. It also does a fantastic job of breaking the site into manageable chunks. When I’m setting a dynamic ad target, I can see how Google has categorized the site and how much of it falls into each category.
This helps me determine how to organize non-brand search. DSA search term performance has historically helped determine which keywords to focus on.
How AI Max is different
AI Max has a different setup and targeting model from Dynamic Search Ads. Here are a few examples:
- Core targeting signals: In standalone DSA, the website is the foundational targeting signal. In AI Max, the website is just one of many targeting signals, including existing keywords, ad copy, budget, and real-time user intent signals.
- Campaign architecture: Standalone DSA is a separate campaign type or ad group structure that sits parallel to keyword campaigns, whereas AI Max for Search is another layer on your existing Search campaign structure.
- Creative asset generation and copywriting: With standalone DSA, Google dynamically generates a headline and display URL based on text it crawls from your page, while the advertiser provides static description lines. AI Max for Search uses text customization, pulling from website copy, existing ad assets, and the context of the search query to write custom headlines and descriptions.
- Traffic redirection: DSA campaigns are bound by specific dynamic ad targets. AI Max for Search leverages final URL expansion, so it can dynamically route a user to any relevant page across your entire domain while taking URL exclusions into account.
- Steering guardrails and controls: While DSA campaign controls include negative keywords and URL exclusions, AI Max for Search has advanced features such as brand inclusion and exclusion lists at the ad group level, geographic intent targeting, and text guidelines.
Uncover the keywords, ads, landing pages, and strategies driving your competitors’ paid search success—and find your next opportunity to outperform them.
What should you do to adapt?
If you’re running DSA campaigns, you have some time before you have to migrate. However, I recommend migrating before the deadline so you have control over the migration and post-migration period.
If you open your DSA campaign and go to settings, you’ll find the option to manually upgrade within the Dynamic Search Ads setting.
Once you click Upgrade campaign, another pop-up box will appear:
We aren’t upgrading our accounts yet, so I haven’t gone past this final step. Once you upgrade, however, your campaigns will behave very differently from the original DSA campaigns.
Review AI-generated ads and brand controls
Check your automatically created responsive search ads to ensure they follow brand guidelines. AI Max offers a feature called Text Guidelines — or Guardrails — for this purpose.
These brand safety controls allow you to specify up to 25 search term exclusions and 40 messaging restrictions that Google will consider when automatically creating your ads using text customization.
You can review the assets Google creates automatically by going to Ads > Assets and navigating to Performance. Make sure you have the Added by column selected so you can see which assets were added by Google AI.
Monitor your search terms
DSA matches ads based on website crawling, while AI Max reads your website and factors in additional user intent signals.
AI Max also expands narrower keyword match types using broad match and keywordless technology. This can make you eligible to serve for more searches, but it also increases the chances of your ads appearing for irrelevant content.
Watch where Final URL expansion sends traffic
If you have Final URL expansion enabled, closely watch which landing pages your ads are directed to. DSA restricts traffic to your existing dynamic ad targets, while Final URL expansion can route users to any relevant landing page on your domain if it predicts a higher conversion likelihood. Use URL exclusion lists and Brand Controls to keep the AI in check.
Take control of the migration
If you’re running DSA, you’ve got some breathing room before the mandatory migration, but don’t wait for the deadline. Migrating early puts you in control rather than leaving the shift to Google’s automation.
As Google expands its use of AI automation, paid search is becoming less about pushing buttons and more about guiding the technology toward your goals. Understanding how AI Max works is key to that shift.
Google’s algorithms excel at finding patterns, but they lack the context of your commercial goals, inventory challenges, and brand voice. The role is evolving from campaign operator to business translator.
