Dynamic Search Ads to AI Max: A Practical Preparation Guide
Google plans to begin upgrading Dynamic Search Ads to AI Max in February 2027. Prepare your campaigns, landing pages, tracking and tests.
If Dynamic Search Ads bring enquiries or sales to your business, take a close look at how those campaigns work before February 2027. Google plans to begin automatically upgrading campaigns using Dynamic Search Ads (DSA) to AI Max from that month.
The change affects more than a campaign label. It can alter how searches are matched, how ad text is assembled and which pages people see. A useful response is to document what currently works, review the new controls and test where the account allows it.
What Google has announced
Google announced the transition in April 2026 and updated its timeline on 11 June: the DSA sunset and automatic upgrade will begin in February 2027. An earlier September 2026 date for DSA was extended. Google separately said that automatic upgrades for campaigns using automatically created assets and the campaign-level broad match setting would begin in September 2026. Check account notifications and current Google guidance for the status of your own campaigns.
AI Max is a set of features for Search campaigns. Google describes two main components: search term matching, which can expand beyond existing keywords, and asset optimisation, which includes text customisation and final URL expansion. Depending on settings, Google can use information from ads and website pages to help match searches, create text and choose landing pages.
This does not mean every business should turn on every feature immediately. The right setup depends on the products, pages and enquiries the business actually wants.
Start with a record of the current campaign
Before making changes, list your DSA campaigns and note their budgets, bidding goals, dynamic targets, excluded pages, negative keywords and recent performance. Save a dated copy of the settings and reports available to you. Record seasonal events or promotions that could affect a comparison.
For a business measuring leads, look beyond the number of forms submitted. Agree on what counts as a qualified enquiry, how sales will report it back and how long it normally takes to become a customer. A campaign that generates more enquiries at a lower cost can still disappoint if fewer are suitable.
If you sell online, compare conversion value and return on ad spend alongside order quality, margin and refunds where those figures are available. Keep the measurement method consistent across the comparison.
Review the pages the campaign can use
DSA relies on website content, and AI Max can also use landing pages and other assets as signals. Review service descriptions, product availability, prices and calls to action before testing. Remove outdated offers and make sure each page explains what a customer can do next.
For example, a training business may advertise paid workshops but also have old event pages and free resources on its site. If final URL expansion is enabled, review the landing-page report and relevant URL inclusion and exclusion controls to help prevent traffic reaching pages that do not support the current offer. Check the settings and eligibility in the account rather than assuming an exclusion is active.
Google’s setup guidance says some legacy URL rule types, including rules based on page title or content, become read-only after upgrade. They can be removed but not newly added or edited. Review the upgrade confirmation and any warnings before proceeding.
Set guardrails for search terms and ad text
Decide which searches, brands and destinations should be excluded, and which claims need human review. Google documents negative keywords, brand settings and URL controls, although the precise choices depend on campaign and ad-group settings. Review generated assets for accuracy and brand fit; do not assume that an automatically assembled headline has been approved by your business.
A company selling enterprise software, for instance, may want to exclude searches for free consumer tools. A negative keyword can help, but its match type and effect should be checked carefully so useful searches are not blocked.
Test the change against a clear baseline
Where eligible, use a Google Ads experiment to compare the existing approach with the proposed AI Max setup. Set a primary outcome in advance, such as cost per qualified lead or conversion value relative to spend. Decide the budget, test period and review owner before launch. A small account may need more time to produce a useful comparison; a short test with very few conversions is not reliable evidence of a winner.
The experiment method matters. Google says campaigns made entirely of dynamic ad groups cannot use the AI Max experiment template. For a mixed campaign, the template upgrades only the non-DSA ad groups in the treatment arm, leaving its dynamic ad groups unchanged. Google describes a custom experiment option for testing a DSA upgrade. Check eligibility and the current setup instructions, and review any auto-apply setting before starting.
Avoid changing the website, conversion definition and campaign strategy at the same time if you want a meaningful comparison. If a material change is unavoidable, record it when interpreting the result.
Read the journey, not just the totals
Google’s AI Max reporting documentation describes a search terms and ad combinations view that brings search terms, headlines and landing pages together. Use the reports available in your account to ask three questions: was the search relevant, did the ad make an accurate promise, and did the landing page fulfil it? The landing-pages and asset reports offer other ways to review the destinations and text in use.
Reporting has limits. Google notes that filtering the search terms report for the AI Max match type does not include the 'Other search terms' row, so the filtered numbers can understate the total. Do not treat a filtered list as a complete account of every search. Google also advises allowing at least two weeks after enabling AI Max before routine optimisation changes so the campaign can learn; monitor for serious errors or inappropriate content throughout.
Prepare now, then check the details again
Assign one person to own the transition. Ask them to catalogue the affected campaigns, confirm tracking, review pages and exclusions, and agree on a test and reporting plan with whoever manages the ads. Keep the decision record with the account, especially if an agency manages it.
The February 2027 date is when Google says automatic DSA upgrades begin, not a promise that every account changes on the same day. Product interfaces and rollout plans can change. Recheck the official guidance and your account notifications before making or scheduling the switch.
ElloSpaces helps businesses connect campaign decisions with their website and lead journey. If you are reviewing your Google Ads setup or the pages it sends people to, get in touch to discuss the work.
Sources and further reading
Google: Dynamic Search Ads transition announcement and updated timeline
Google Ads Help: About Dynamic Search Ads and testing the upgrade
Google Ads Help: Set up and upgrade to AI Max