As an advertiser using Google’s Dynamic Search Ads, I’ve got good news: Google has decided to delay the transition to AI Max by five months. This gives me more time to explore AI-powered options and manage the migration at my own pace.
The extended timeline is a relief, offering me the opportunity to test out new strategies and alternatives without the pressure of a sudden shift. Managing the transition away from one of Google’s most established campaign types on my own terms is crucial for continuity.
What’s changing: Google has pushed the auto-migration of DSA campaigns from September 2026 to February 2027. From June 15, I can even create new DSA campaigns again, offering flexibility during the transition period.
Catch up: For those not in the know, Dynamic Search Ads have been making way for newer, AI-driven campaign formats. These include AI Max for Search, broad match, and Smart Bidding.
With this delay, I have more time to assess how these AI-driven options perform compared to traditional methods. Preparing a solid migration plan before Google’s automatic upgrades can now be done thoughtfully and strategically.
Why we care: Google’s extension is quite significant, offering nearly six extra months to see how AI Max and other AI formats stack up. This valuable period allows me to conduct side-by-side tests, set performance benchmarks, and fine-tune migration strategies.
What advertisers should do: Google is prompting us to audit existing DSA campaigns, run experiments against AI Max for Search, and use tools for voluntary migration before February 2027.
Timeline:
- June 2026: DSA campaign creation is back.
- June 2026 – January 2027: Extended testing and voluntary migration period.
- January 2027: New DSA creation ceases.
- February 2027: Automatic migration kicks in for remaining campaigns.
The bottom line: Google is allowing advertisers more runway for transitioning from DSAs to AI-powered search campaigns, while still giving us access to creation and testing capabilities in the meantime.
Inspired by this post on Search Engine Land.
Timeline:
- June 2026: DSA campaign creation is back.
- June 2026 – January 2027: Extended testing and voluntary migration period.
- January 2027: New DSA creation ceases.
- February 2027: Automatic migration kicks in for remaining campaigns.
The bottom line: Google is allowing advertisers more runway for transitioning from DSAs to AI-powered search campaigns, while still giving us access to creation and testing capabilities in the meantime.
Inspired by this post on Search Engine Land.
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