How it works: Throughout September, Google is automatically upgrading Search campaigns that use automatically created assets or campaign-level broad match to AI Max. New Dynamic Search Ads campaigns can no longer be created, and remaining DSA campaigns will be upgraded from February 2027.
What’s the benefit? Google reports advertisers using the full AI Max feature set see 7% more conversions or conversion value at a similar CPA/ROAS. To stay in control during the switch, review negative keywords, brand exclusions & search terms reports closely.
