Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google Delays Transition from Dynamic Search Ads to AI Max for Search Campaigns
**Google has extended** the deadline for transitioning from **Dynamic Search Ads (DSA)** to **AI Max for Search campaigns** from September 2026 to **February 2027**. The ability to create new DSA campaigns will be restored starting June 2026, allowing advertisers more time for **testing and migration**. This extension aims to ensure a smooth and effective shift to AI-powered advertising solutions with **automigration** now beginning in February 2027.
Optimixed’s Overview: Extended Timeline Eases Transition from Dynamic Search Ads to AI Max Campaigns
Key Updates on Google’s DSA to AI Max Migration
Google has officially announced a significant extension to the timeline for moving away from Dynamic Search Ads (DSA) towards AI Max for Search campaigns. This change reflects Google’s responsiveness to advertiser feedback requesting additional time to prepare for the shift.
- Automigration Delay: The automatic upgrade of existing DSA campaigns to AI Max or Performance Max with Smart Bidding will now start in February 2027, pushed back from September 2026.
- DSA Campaign Creation Restored: Advertisers regain the ability to create new DSA campaigns starting June 15, 2026, providing a window to continue leveraging DSA while planning migration.
- Extended Testing Period: Between June 2026 and January 2027, advertisers can actively test and voluntarily migrate campaigns to AI Max to optimize performance ahead of mandatory automigration.
- Final Sunset: After January 2027, the creation of new DSA campaigns will be disabled, and remaining DSA campaigns will be auto-upgraded the following month.
Implications for Advertisers
This timeline extension offers advertisers a valuable opportunity to:
- Conduct comprehensive testing of AI Max campaigns to ensure business goals are met.
- Manage a controlled and seamless transition without risking campaign performance.
- Maintain campaign flexibility by continuing DSA creation during the extended period.
Overall, Google’s update demonstrates a commitment to supporting advertisers through this technology shift, emphasizing performance protection and user readiness during the migration process.
