Google AI Max for Search is no longer an optional feature: it is the mandatory destination for Dynamic Search Ads (DSA), the tool Google has been operating for fifteen years. Google announced in June 2026 that the phase-out schedule has been delayed from the original plan in September, but there is one exception that has remained in effect since that month: campaigns using Automatically Created Assets and broad match will still migrate this summer.
On top of that, starting July 1, 2026, Google Ads’ new terms of service will authorize its automated systems to generate and format ads on your behalf. If you manage Search accounts, this is the actual timeline—not the one circulating in most articles—and the migration plan you need to implement before you lose control of the process.
What Were Dynamic Search Ads, and Why Is Google Discontinuing Them After 15 Years?
DSA automatically generated text ads and landing pages based on the content crawled from your website, without the need to manage keywords one by one. It worked well as long as the “match” was based on content indexing. But Google has decided to replace that approach with a system that analyzes semantic intent in real time, not just indexed text: AI Max for Search.
The new terms of service: effective as of July 1, 2026
On July 1, 2026, Google automatically applied new terms of service to all Google Ads accounts, without any login notification or explicit acceptance step. The key change: advertisers expressly authorize Google to serve ads “using automated program functions to format, select, or generate targets, ads, or destinations” on their behalf.
This is the first substantial rewrite of these terms since 2018. Previously, Google described its tools as assistants that advertisers could optionally activate. Now, the language gives Google’s systems active authority over the generation of creatives and objectives, although the terms maintain that advertisers retain the responsibility to review, approve, edit, or delete any automatically generated campaign or asset.
The Actual Timeline for the DSA Phase-Out (Updated June 2026)
Here’s the nuance that most content on this topic fails to mention: Google announced on June 11, 2026, that it was delaying the automatic migration from DSA to AI Max—originally scheduled for September 2026—until February 2027. The reason given by Ginny Marvin, the head of communications for Google Ads, was feedback from advertisers and the desire not to interfere with fourth-quarter planning.
However, there is one active exception that keeps September 2026 as the relevant date: campaigns that already use Automatically Created Assets (ACA) and broad match settings at the campaign level will continue their automatic migration starting in September 2026, without the general delay.
- June 15, 2026: The ability to create new DSA campaigns is restored.
- September 2026: Campaigns using exact match and broad match begin automatically transitioning to Performance Max or AI-powered Search campaigns.
- January 2027: The ability to create new DSA campaigns is removed.
- February 2027: The general auto-migration of any remaining active DSA campaigns begins.
If you manage accounts with ACA enabled, your actual window is still measured in weeks, not months. It’s a good idea to review the settings for each campaign before assuming that the timeframe is the same across the board.
What is AI Max for Search and how does it handle semantic targeting?
AI Max functions as an optimization layer on top of existing Search campaigns, not as an entirely new campaign type. It expands reach through semantic matching of search terms, personalizes copy and assets through automatic optimization, incorporates additional precision controls, and enhances performance reporting. The latest addition is AI Brief, a tool that helps guide the brand tone and messaging that the AI uses when generating or adapting ads.
Actual performance: How much of an improvement is there?
It’s important to distinguish between the figure Google reports and what is observed in practice. Google claims that enabling AI Max in Search campaigns generates, on average, 14% more conversions or conversion value at a similar CPA or ROAS—a figure that rises to 27% in campaigns that still rely primarily on exact and phrase match. However, independent measurements report a more moderate average increase—around 7%—when the full suite of features is enabled—search term matching, text personalization, and other assets. The difference between these two figures likely stems from the account’s initial structure: the more the account relied on exact match, the greater the room for improvement.
Expansion into Retail and Travel: What This Means for Each Sector
Google is expanding AI Max beyond Search to include Shopping campaigns and travel formats, broadening its relevance for e-commerce and tourism. For these sectors, the operational question is no longer whether to migrate, but how to structure product feeds and brand assets so that AI Max can use them accurately from day one.
Step-by-Step Migration Plan Before Your Account Is Affected
- Audit your current DSA campaigns and check whether they use Automatically Created Assets and broad match at the campaign level: if so, your actual deadline is September 2026, not February 2027.
- Enable AI Max as a test layer on top of existing exact-match or phrase-match campaigns—without removing the manual structure—to measure the actual uplift in your account before fully migrating.
- Set up AI Brief with clear brand tone guidelines before the system begins generating text more autonomously.
- Review the detailed performance reports weekly during the first month of the trial, comparing CPA and ROAS to historical data.
- Plan your final account structure before January 2027, after which you will no longer be able to create new DSA campaigns as a fallback option.
The objection: “I lose control over my ads”
This is the most common reaction when reading the new terms of service, and it’s partially true: Google gains active authority to generate and format ads. But the terms themselves keep the responsibility for review, approval, and editing in the hands of the advertiser, and tools like AI Brief exist precisely to limit that scope of autonomy. The practical recommendation is to establish a weekly schedule for human review of automatically generated assets, rather than delegating oversight entirely.
Frequently Asked Questions
The general automatic migration of the remaining DSA campaigns will begin in February 2027, following the delay announced by Google in June 2026. Campaigns with Automatically Created Assets and broad match will be migrated earlier, starting in September 2026.
It is not immediately required unless you use ACA with broad match. But testing it as an additional layer on top of existing campaigns allows you to measure its actual impact without taking on the risk of a premature full migration.
Yes. They were automatically applied to all accounts on July 1, 2026, without requiring explicit acceptance by the advertiser.
At Inprofit, we audit Google Ads and Paid Media to anticipate these platform changes before they affect our clients’ performance.
Especialista en SEO y Paid Media | Google Ads, Meta Ads, LinkedIn Ads & Search Console en vena Optimizo visibilidad orgánica + escalo adquisición pagada con ROAS obsesivo y estrategias data-driven.
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