September 1, 2026: you cannot create new Dynamic Search Ads. September 30, 2026: every remaining DSA campaign is auto-migrated on Google's terms, not yours.
You have 4 months. Use them.
Announced at Google Marketing Live on May 20, 2026, the DSA sunset is the most significant structural change to Google Search advertising in a decade. The replacement — AI Max for Search — is not just a new campaign type. It is a complete rearchitecture of how Search campaigns match queries, generate creative, and route traffic.
What AI Max for Search Actually Is
AI Max for Search is not a standalone campaign like Performance Max. It is an upgrade suite layered onto your existing Search campaigns — replacing three legacy systems simultaneously:
The three pillars:
- Search Term Matching — keywordless logic. Gemini uses intent signals to find relevant queries beyond your explicit keyword list.
- Text Customization — Generative AI writes headlines and descriptions in real-time based on the user's query and your landing page content.
- Final URL Expansion — the evolution of DSA page-matching. Routes users to the most contextually relevant page on your site — not the one you manually designated.
What Are AI Briefs?
AI Briefs replace keyword management as the primary advertiser control mechanism. You write three categories of natural-language instructions:
- Messaging Guidelines — "Always emphasize 24/7 support." "Never mention competitor comparisons."
- Matching Guidelines — "Target enterprise-level queries. Avoid DIY searches."
- Audience Guidelines — plain-text persona descriptions that shape creative and bidding decisions.
Hard Dates
| Date | What Happens |
|---|---|
| April 15, 2026 | GA — voluntary upgrade tools active now |
| September 1, 2026 | New DSA and ACA campaign creation BLOCKED |
| September 30, 2026 | All remaining DSA/ACA auto-migrated on Google's terms |
| October 1, 2026 | Legacy DSA infrastructure fully retired |
Migration Plan
Step 1: Export all historical DSA data now. Pull Search Term reports and Landing Page reports. Auto-migration may flatten your ad group structure.
Step 2: Audit site content quality. AI Max reads your landing pages and generates creative from them. Pages with weak H1s or thin content will generate poor ad creative.
Step 3: Use the one-click upgrade tool. Recommendations tab in Google Ads UI > "Upgrade your DSA campaigns." Preserves historical Quality Score.
Step 4: Write your first AI Briefs. Start with your top 3 performing campaigns. Use the Preview tool to validate your instructions before committing budget.
Step 5: Tighten brand and negative controls. Search Term Matching is more aggressive than legacy DSA. Lock down Brand Exclusion Lists and Account-Level Negatives before expanding AI reach.
The advertisers who migrate proactively and write strong AI Briefs will have a structural advantage over those auto-migrated on September 30 with default settings and no guardrails.
4 months. Let's get after it.
Founder CEO/CTO
