Google is upgrading its Dynamic Search Ads (DSA) product to a new system called AI Max, moving the feature out of beta and adding advertiser controls for brand, location and text guidance.
Dynamic Search Ads, which broaden traffic beyond keyword campaigns by generating headlines and landing pages from website content, will be retired and replaced by the new system.
Google says AI Max layers advertiser input with what it describes as "richer signals" and real-time intent data to match more complex searches and keep ads relevant.
The company says AI Max for Search campaigns delivers an average of 7% more conversions or conversion value at a similar cost-per-acquisition or return-on-ad-spend when using the full feature suite, which includes search term matching, text customisation and final URL expansion, compared with search term matching alone.
The rollout has two phases.
Voluntary upgrades and migration tools are now available to port historical settings and data into standard ad groups, with upgrade banners appearing in the Google Ads interface for advertisers currently using automated campaign assets or broad match settings.
From September, eligible campaigns running legacy DSA, automatically created assets or campaign-level broad match settings will automatically upgrade to AI Max, and the ability to create new DSA campaigns will end across Google Ads, Google Ads Editor and the Google Ads API.
Google says automatic upgrades will mirror legacy settings, preserve URL controls and enable relevant AI Max features by default.
The company is recommending advertisers switch to AI Max ahead of automatic upgrades and use the platform's one-click experiments tool to measure the impact of the change.
Google expects all eligible campaign upgrades to conclude by the end of September.
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The move reflects a broader shift in digital advertising toward AI-driven campaign management, with Google reducing the role of manual keyword targeting in favour of automated systems that interpret user intent in real time.
Advertisers seeking full feature and eligibility details have been directed to the Google Ads Help Center.
The recap
- Google upgrades Dynamic Search Ads and related settings to AI Max
- AI Max yields 7% more conversions or conversion value on average
- Automatic upgrades start in September and conclude by end of month
