{"id":21323,"date":"2026-07-15T08:39:07","date_gmt":"2026-07-15T06:39:07","guid":{"rendered":"https:\/\/inprofit.eu\/sin-categorizar\/google-ads-in-2026-what-will-change-with-the-end-of-dsa\/"},"modified":"2026-07-15T08:43:22","modified_gmt":"2026-07-15T06:43:22","slug":"google-ads-in-2026-what-will-change-with-the-end-of-dsa","status":"publish","type":"post","link":"https:\/\/inprofit.eu\/en\/paid-media-en\/google-ads-in-2026-what-will-change-with-the-end-of-dsa\/","title":{"rendered":"Google Ads in 2026: What Will Change With the End of DSA"},"content":{"rendered":"\n

Google AI Max<\/strong> 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. <\/p>\n\n

On top of that, starting July 1, 2026, Google Ads\u2019 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\u2014not the one circulating in most articles\u2014and the migration plan you need to implement before you lose control of the process. <\/p>\n\n

What Were Dynamic Search Ads, and Why Is Google Discontinuing Them After 15 Years?<\/h2>\n\n

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<\/strong>. <\/p>\n\n

The new terms of service: effective as of July 1, 2026<\/h3>\n\n

On July 1, 2026, Google automatically applied new terms of service to all Google Ads<\/a> accounts, without any login notification or explicit acceptance step. The key change: advertisers expressly authorize Google to serve ads \u201cusing automated program functions to format, select, or generate targets, ads, or destinations\u201d on their behalf. <\/p>\n\n

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\u2019s 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. <\/p>\n\n

The Actual Timeline for the DSA Phase-Out (Updated June 2026)<\/h3>\n\n

Here\u2019s 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\u2014originally scheduled for September 2026\u2014until February 2027<\/strong>. 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. <\/p>\n\n

However, there is one active exception that keeps September 2026 as the relevant date: campaigns that already use Automatically Created Assets (ACA)<\/strong> and broad match settings at the campaign level will continue their automatic migration starting in September 2026, without the general delay.<\/p>\n\n