Google is pushing back the automatic migration of Dynamic Search Ads (DSA) to AI Max for Search campaigns by five months and restoring advertisers’ ability to create new DSA campaigns.
The move gives advertisers more time to test AI-powered alternatives and manage the transition away from one of Google’s longest-running search campaign types on their own terms.
What’s changing. Google has delayed the planned automigration of DSA campaigns from September 2026 to February 2027. The company is also restoring DSA campaign creation beginning June 15.
Catch up. Dynamic Search Ads, which automatically generate ad targeting based on website content, are gradually being phased into newer AI-driven campaign formats such as AI Max for Search, broad match and Smart Bidding.
The extended timeline gives advertisers additional time to evaluate performance differences and prepare migration plans before Google automatically upgrades remaining campaigns.
Why we care. Google is giving advertisers nearly six extra months more to evaluate AI Max and other AI-powered search formats before being forced off DSAs. That additional time allows teams to run side-by-side tests, benchmark performance and refine migration strategies rather than relying on an automatic transition.
What advertisers should do. Google is encouraging advertisers to audit existing DSA campaigns, run side-by-side experiments against AI Max for Search and use voluntary migration tools before the February 2027 deadline.
Timeline:
- June 2026: DSA campaign creation returns.
- June 2026 – January 2027: Extended testing and voluntary migration period.
- January 2027: New DSA creation ends.
- February 2027: Automatic migration begins for remaining campaigns.
The bottom line. Google is giving advertisers a longer runway to transition from Dynamic Search Ads to AI-powered search campaigns while maintaining access to DSA creation and testing capabilities in the meantime.
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