Google is replacing legacy Dynamic Search Ads with AI Max for Search campaigns. The transition matters to any advertiser that uses website content to find queries and dynamically select relevant landing pages.
The timeline has also changed. Google originally announced automatic upgrades for September 2026, then extended the Dynamic Search Ads sunset and auto-upgrade to February 2027. Other legacy features do not necessarily share that extension: automatically created assets and campaign-level broad match can begin upgrading to AI Max from September 2026.
That distinction is easy to miss. This guide explains what is moving, what AI Max changes and how to migrate without giving up essential brand, URL and measurement controls.
What is happening to Dynamic Search Ads?
Dynamic Search Ads, usually called DSA, use the content of a website to match searches, generate a relevant headline and direct users to a suitable page. They have often been used to expand coverage beyond a manually maintained keyword list.
Google is moving that capability into AI Max, an optimisation layer for Search campaigns. AI Max combines broader search-term matching with asset optimisation and can use final URL expansion to select a more relevant landing page.
According to Google’s revised announcement:
- DSA sunset and automatic upgrades begin in February 2027
- Automatically created assets and campaign-level broad match can begin upgrading in September 2026
- Advertisers can choose to upgrade earlier
Do not assume every Search campaign needs to move immediately. Start with an inventory of the legacy features each campaign uses, then test AI Max in a controlled way.
DSA and AI Max: what changes?
Both approaches use signals beyond a fixed exact-match keyword list, but AI Max has a wider remit.
Broader query discovery
AI Max can use broad match and keywordless technology to find relevant searches. This can expand reach, but it increases the importance of search-term review, negative keywords and accurate conversion data.
Asset optimisation
Google can adapt text assets to make an ad more relevant to a user’s intent. Review generated assets regularly and ensure the account has clear brand and compliance rules.
Final URL expansion
When enabled, final URL expansion can select another relevant page on the same domain and adapt the ad accordingly. URL inclusions and exclusions therefore become part of campaign strategy, not a housekeeping task.
One critical detail: Google states that responsive search ad pinning is not respected when final URL expansion is enabled. Regulated businesses and advertisers with tightly controlled messaging should test cautiously.
Newer controls and reporting
AI Max includes brand and location controls, URL controls and reporting designed to show how matching and assets contributed to performance. Availability can vary by account and campaign configuration.
A safe DSA-to-AI Max migration plan
1. Inventory every DSA campaign and ad group
Record campaign status, budget, target, conversion actions, dynamic ad targets, page feeds, negative keywords, excluded URLs and recent performance. Include paused campaigns that may still contain useful targeting logic.
2. Fix the website inputs first
DSA and AI Max both depend on website quality. Thin service pages, duplicate titles, unclear navigation and indexable utility pages can lead to poor matching.
Ensure that each important service has a focused page, one clear H1, descriptive title tag, useful body copy and an obvious conversion path. Exclude careers, privacy, login, out-of-stock and other pages that should not receive paid traffic.
3. Validate conversion tracking
Automation follows the signals it receives. Confirm that the campaign is optimising towards meaningful primary conversions and that duplicate or low-value actions are excluded from bidding.
For lead generation, feed qualified outcomes back from the CRM where possible. Start with WMI’s conversion tracking service and offline conversion tracking service.
4. Build brand, query and URL guardrails
Before enabling wider matching or final URL expansion:
- Add account- and campaign-level negative keywords where appropriate
- Review brand inclusions and exclusions
- Exclude unsuitable URL patterns
- Check location settings and presence options
- Document claims or phrases that must not be generated
WMI’s Google Ads negative keyword guide provides a practical review process.
5. Review responsive search ads and pinning
If mandatory legal wording, prices or brand phrases are pinned, decide whether final URL expansion is compatible with the campaign. Do not discover after launch that an important pinned asset was bypassed.
6. Test before rolling out account-wide
Choose a representative campaign with reliable conversion volume. Compare AI Max against the current setup using an experiment where available, or use a controlled before-and-after plan with clearly documented dates.
Judge the test on:
- Qualified conversions or revenue
- CPA or ROAS
- Incremental search terms
- Landing-page quality
- Brand compliance
- Impression and click volume
Avoid evaluating only clicks or Google’s recommendation score.
7. Monitor search terms and landing pages
During the first weeks, review new search terms and expanded final URLs frequently. Add exclusions based on patterns, not isolated impressions, and investigate whether poor matches expose weaknesses in site structure.
8. Roll out in stages
Move the next campaign only after the first migration has produced enough data to understand. Maintain a change log and avoid simultaneous tracking, budget and landing-page overhauls.
Common migration risks
Treating AI Max as a switch-and-forget feature
AI Max automates matching and assets; it does not define your commercial strategy. It still needs good conversion signals, relevant pages and human review.
Enabling every expansion without exclusions
More reach is valuable only when it reaches suitable prospects. Page and keyword exclusions are essential for sites with broad informational content.
Migrating a campaign that is limited by budget
Google notes that AI Max is unlikely to add meaningful value when a campaign cannot fund its existing opportunities. Resolve budget allocation and profitability before expecting wider reach to help.
Measuring lead volume instead of lead quality
An increase in form submissions can hide a decline in qualified enquiries. Connect campaign reporting with CRM outcomes.
What should UAE advertisers do now?
Use the extended DSA timeline to test, not to postpone planning. Inventory affected campaigns, strengthen website content and measurement, then trial AI Max where the business has enough budget and conversion data.
For Dubai businesses, pay particular attention to geographic intent. A query mentioning Dubai or the UAE does not always mean the searcher is physically in the target market. Review location settings and actual user locations alongside search terms.
Frequently asked questions
When will Dynamic Search Ads be upgraded to AI Max?
Google’s updated timeline says DSA sunset and automatic upgrades will begin in February 2027.
Are all legacy Search features delayed until February 2027?
No. Google says automatically created assets and campaign-level broad match can begin automatic upgrades from September 2026.
Can I move to AI Max before the automatic upgrade?
Yes. Google allows eligible advertisers to upgrade earlier, which can provide time for controlled testing.
Does AI Max respect pinned responsive search ad assets?
Google states that pinning is not respected when final URL expansion is enabled. Review this carefully if messaging must remain fixed.
Should every DSA campaign use final URL expansion?
Not automatically. Decide based on site quality, URL exclusions, compliance needs and the quality of landing-page matching.
Prepare your Search campaigns for AI Max
WMI can audit DSA coverage, tracking, negative keywords and landing pages before you migrate.
Request a free Google Ads audit or learn about WMI’s Google Ads management services in Dubai.
Editorial sources
- Google’s Dynamic Search Ads are upgrading to AI Max : Google
- About AI Max for Search campaigns : Google Ads Help
