Dynamic Search Ads (DSA) campaigns will be automatically migrated to AI Max by February 2027. The deadline is fixed. Advertisers who wait for the automatic migration lose control over how their campaign structure is translated into AI Max asset groups. This guide covers what changes, what the timeline looks like, and how to migrate on your own terms.
Why Google Is Retiring DSA
DSA has been part of Google Ads since 2011. It works by crawling your website and generating ads dynamically based on page content matched to search queries. The format works well for large product catalogs and content sites.
The problem is architectural. DSA operates as a separate system from Google's current AI stack. AI Max consolidates targeting signals, creative generation, and bid optimization into one unified layer. DSA's separate crawling mechanism does not fit this architecture.
Rather than maintaining two parallel systems, Google is absorbing DSA functionality into AI Max. The result is that DSA's behavior continues - website content matching, dynamic ad generation - but inside the AI Max framework with additional signal layers added.
What Structurally Changes
Campaign to campaign:
DSA campaign structure does not map directly to AI Max. DSA ad groups become AI Max asset groups. Dynamic ad targets (URL rules, page feeds, category targets) become URL expansion settings.
Targeting behavior:
DSA matched queries based on website content. AI Max uses website content plus audience signals, search intent history, and cross-account data. The reach is broader. So is the potential for irrelevant traffic if exclusions are not set correctly.
Negative keywords:
DSA negatives carry over, but only at the campaign level. Ad group-level DSA negatives do not have a direct AI Max equivalent. You will need to restructure your negative keyword architecture before migration.
Reporting:
Search term reports change. Individual query-level data becomes less granular in AI Max. You get asset-level performance (which headlines and descriptions perform) instead of ad variation breakdown.
Migration Timeline
Google's published schedule:
- Now through September 2026: Voluntary migration. Comparison mode available - run AI Max alongside DSA and compare performance directly.
- October 2026 - January 2027: New DSA campaign creation disabled. Existing campaigns still run but cannot be duplicated.
- February 2027: All remaining DSA campaigns automatically migrated. Original DSA structure is no longer editable.
How to Migrate Without Losing Ground
Step 1: Export your DSA baseline
Before touching anything, export current DSA performance data by ad group and dynamic target. This is your comparison point. If you do not have this data, you cannot evaluate whether AI Max is performing better or worse after migration.
Step 2: Map targets manually
Each DSA dynamic target needs a deliberate equivalent in AI Max. URL rules stay as URL rules. Page feed targets become page feed signals (note: signals, not hard filters). Category targets require the most work - map them to content themes or URL patterns.
Do this mapping yourself before the automated migration does it for you. The automated version prioritizes breadth; the manual version lets you prioritize precision.
Step 3: Rebuild your negative keyword structure
Consolidate all DSA negatives into campaign-level lists. Identify any ad group-level negatives that were doing real work - these will not automatically transfer and need to be added at campaign level or as URL exclusions.
Step 4: Set conservative initial targets
AI Max needs 4-6 weeks to calibrate. During this period, set your CPA or ROAS targets 15-20% lower than your current DSA performance. This gives the algorithm room to learn without burning through budget chasing targets it cannot yet hit.
Step 5: Run parallel if possible
From September through November 2026, you can run AI Max alongside DSA with Google's comparison tool. Three months of direct comparison data is significantly more useful than switching cold in February.
Full migration guide with account type-specific steps: DSA to AI Max Migration: Complete February 2027 Guide
What Happens to Accounts That Do Not Self-Migrate
Google's automated February 2027 migration will:
- Map DSA ad groups to AI Max asset groups (broad mapping, not precise)
- Convert page feed targets to URL expansion signals
- Transfer campaign-level negatives only
- Set initial ROAS/CPA targets based on your account history
Accounts that self-migrate report better performance continuity because the asset mapping is deliberate. Automated migration optimizes for completeness, not continuity.
Related Changes
The DSA retirement is part of a broader Google Ads restructuring in 2026. The July 2026 ToS update formalized AI authority over campaign decisions. Shopping campaigns are transitioning to AI Max. And Google deleted historical reporting data for some accounts during the Performance Max migration.
Context on the ToS change that covers AI Max authority: Google Ads ToS July 2026: What Changed
For e-commerce accounts already dealing with the Performance Max to AI Max Shopping transition: Google AI Max Shopping: What to Do Now
The February 2027 deadline is not moving. Starting the migration now gives you 7 months of control over the process. Starting in January gives you 30 days.
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