Google pushed back the automatic migration of Dynamic Search Ads to AI Max by five months. If you are running DSA campaigns, the auto-migration deadline is now February 2027, not September 2026. This post covers what changed, what did not change, and the steps to take before the deadline arrives.
Watch the full breakdown above.
What Changed and What Did Not
Google made two adjustments to the DSA migration timeline. First, it restored the ability to create new DSA campaigns on June 15, 2026 after a brief pause. Second, it pushed the automatic migration deadline from September 2026 to February 2027.
That five-month extension applies only to Dynamic Search Ads. The September 2026 schedule for Automatically Created Assets and campaign-level broad match inside standard Search campaigns did not move. If your accounts use both DSA and ACA, treat those as two separate workstreams with two separate deadlines.
- June 15, 2026. New DSA campaign creation restored in the Google Ads UI, Editor, and API.
- September 2026. Automatically Created Assets and campaign-level broad match still auto-transition to AI Max on this schedule.
- January 2027. New DSA campaign creation ends for good.
- February 2027. Auto-migration of remaining DSA campaigns begins.
- New Search campaigns. AI Max is now on by default. If you want to opt out, you need to do it manually during setup.
What This Means for Your Campaigns
As Corey puts it in the video, this is a delay, not a pause on all AI Max changes. The extension gives you roughly seven months to audit your DSA campaigns, pull a clean baseline, and run isolated tests before auto-migration starts.
The key reason Google pushed the deadline back is that a lot of advertisers asked for more time. They were running DSA successfully and wanted the chance to test AI Max properly before being forced over. If your DSA campaigns are performing well, you do not have to rush. But waiting for auto-migration in February 2027 means Google controls the timing and the structure of the switch.
If you are managing Google Ads accounts with active DSA campaigns, the smarter move is to start testing now on your own timeline. That gives you control over campaign structure, bidding strategy, URL setup, negative keywords, and reporting continuity.
How AI Max Compares to Dynamic Search Ads
AI Max picks up where DSA leaves off. Inside a standard Search campaign, you can turn on AI Max and get text customization, Final URL expansion, and search term matching that works similarly to what DSA was doing with dynamic ad targets and page feeds.
The difference is that AI Max can expand more broadly than a traditional DSA setup. Corey notes in the video that the same junk queries you see with DSA, where you get irrelevant traffic mixed in with the good stuff, can still show up with AI Max. Negative keywords matter just as much here, maybe more.
Google says AI Max delivers an average of 7% more conversions at a similar CPA compared to using search term matching alone. That is Google's own number. Whether it holds for your specific account depends on how clean your setup is and how well you manage query quality over the first few weeks.
For more on how bidding strategies interact with AI Max features, that guide covers Smart Bidding and how Google's automated systems make decisions during the learning phase.
A Phased Migration Plan Before February 2027
You have a seven-month window from June 2026 through January 2027 to move on your own terms. Use it in stages rather than flipping everything at once.
Recommended timeline
- June to July 2026: Pull 90 days of DSA data. Lock your baseline spend, CPA, conversion rate, and search term quality. Finalize your negative keyword lists and block competitor brand terms and low-intent terms like "free," "DIY," and "jobs."
- August to September 2026: Run 2 to 3 isolated AI Max pilots. Pause the DSA campaign first, then launch AI Max as its replacement. Side-by-side testing gives you a muddier read.
- October to December 2026: Scale the migration in batches of 5 to 10 campaigns per week. Track CPA, lead quality, and query relevance weekly. AI Max typically takes 4 to 6 weeks to settle down, so build that into your plan.
- January 2027: Finish all manual migrations before the auto-upgrade window opens in February.
Set a clear stop rule before you start: if CPA climbs more than 20% for more than two weeks, pause the rollout and review your landing page choices and negative keyword lists. Do not wait and hope it corrects itself.
For lead gen accounts in particular, make sure enhanced conversions are active and that you have offline conversion imports from your CRM running before migration starts. If the platform shows conversion volume going up but your sales team says lead quality dropped, that is not a win. Read the conversion tracking setup guide if you need to get that infrastructure in place first.
Question to Answer:
Should I migrate my DSA campaigns before February 2027, or wait for the auto-migration?
Migrate before February 2027. Waiting for the auto-upgrade means Google controls the campaign structure, bidding setup, and transition timing. A manual migration lets you choose how the new campaign is built, set the right URL rules, and review performance before the required cutover. If your DSA campaigns are crushing it right now, you do not have to move today. But use the seven-month window to test, not to ignore the deadline.
In Summary
Google moved the DSA auto-migration deadline to February 2027 and restored new DSA campaign creation through January 2027. The September 2026 deadline for Automatically Created Assets and campaign-level broad match did not change. Keep those on a separate workstream.
Use the next seven months to pull a clean baseline, run isolated AI Max pilots, and migrate in batches before the auto-upgrade starts. If you want help with tracking audits, AI Max test structure, or negative keyword cleanup, Surfside PPC's Google Ads management services cover all of it.
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