Dynamic Search Ads Are Moving to AI Max: What Advertisers Should Do

Dynamic Search Ads (DSA) are gradually fading into the past, giving way to a more powerful and intelligent solution — AI Max. This shift is a significant evolutionary step for Google Ads, aimed at improving search advertising performance through deep integration of artificial intelligence. For advertisers, this means adapting and moving to new tools to stay competitive and optimize results.

Understanding AI Max: The Evolution from DSA

DSA was a useful tool for automatically creating ads based on website content, making it possible to reach a broader range of search queries, especially for large product catalogs or dynamic content. However, its functionality was limited, and control over creatives and targeting left much to be desired. AI Max goes beyond simple site scanning, offering a comprehensive system that uses artificial intelligence to optimize targeting, creatives, and overall campaign performance.

AI Max integrates your website as one of many targeting signals, unlike DSA, where it was the primary one. This means the system now also considers:

• Existing keywords;
• Ad copy;
• Campaign budget;
• Real-time user intent signals.

This allows AI Max to create more relevant ads and direct traffic more effectively to the most suitable pages.

Key Differences Between AI Max and DSA

The move from DSA to AI Max is not just an update, but a paradigm shift in the approach to search advertising. It is important to understand the fundamental differences in order to use the new capabilities effectively.

• Campaign architecture: DSA was a separate campaign type or ad group structure that existed alongside keyword-based campaigns. AI Max, by contrast, is an additional optimization layer for your existing search campaigns. This means it integrates into your current structure rather than creating a separate “island”.
• Creative generation: In standalone DSA, Google dynamically generated the headline and display URL based on text scanned from the page, while the advertiser provided only static descriptions. AI Max for Search uses “text customization,” drawing on website content, existing ad materials, and search query context to write custom headlines and descriptions. This gives far greater control over the message.
• Traffic routing: DSA campaigns were limited to specific dynamic ad targets. AI Max uses “final URL expansion,” allowing users to be dynamically directed to any relevant page within your domain while respecting URL exclusions. This means the system can now find the most effective page for each query, not just those predefined in advance.
• Control and safeguards: While DSA campaigns had certain controls, such as negative keywords and URL exclusions, AI Max offers expanded functionality. These include brand inclusion and exclusion lists at the ad group level, geographic intent targeting, and “text guidelines” that act as guardrails to ensure compliance with your brand standards.

What Advertisers Should Do: Practical Steps

The transition to AI Max is inevitable, so there is no point delaying it. The sooner you start adapting, the better you can control the migration process and ongoing optimization. Google provides tools to simplify this transition, but a proactive approach is key.

Automatic Transition and Manual Migration

Google plans to automatically update remaining search campaigns with outdated settings to AI Max starting in September. This means new DSA campaigns through Google Ads, Google Ads Editor, and Google Ads API will no longer be available. You will receive notifications before this transition.

• For DSA users: Starting this week, update tools will roll out to help migrate your historical settings and data into new standard ad groups. This will ensure a smooth transition.
• For users of ACA (Automatically Created Assets) and campaign-level expanded matching settings: Pay attention to the pop-up in the Google Ads interface prompting you to upgrade to AI Max.

Important: While automatic migration will ensure functionality, doing it yourself gives you more control over the process. You can review and configure the new settings in advance before the system does it automatically.

Preparing Campaigns Before Migration

Before initiating the transition or waiting for automatic updates, review your current campaigns, especially if you are using DSA.

1. Analyze DSA performance: Review the Search Terms report for your DSA campaigns. This will help you understand which queries generated traffic and conversions, and which were irrelevant. These data will form the basis for setting negative keywords and exclusions in AI Max.
2. Evaluate site structure: AI Max uses “final URL expansion,” which allows traffic to be directed to any relevant page. Make sure your website structure is logical and that all pages your ads may lead to are user-friendly and contain relevant information.
3. Review content: AI Max generates ads based on your website content. Make sure the copy on your pages is accurate, informative, and aligned with your commercial offers. Content quality directly affects the quality of the generated ads.
4. Set up negative keywords and URLs: If you used these mechanisms in DSA, prepare them for migration. In AI Max, these settings are also critical for filtering irrelevant traffic.

Manual Migration Process (If Available)

If you see the manual update option in the Google Ads interface:

1. Go to the “Campaigns” section in the menu.
2. On the “Settings” tab, select the campaigns you want to update.
3. In the “Dynamic Search Ads” settings panel, find the “Upgrade to AI Max” option and click it.
4. After the update:

   • Your dynamic ad groups will be converted into standard ones.
   • Existing DSA will be converted into Responsive Search Ads (RSA). Google will generate the minimum required set of static elements using text customization.
   • You can enable “final URL expansion” to maximize performance.
   • If your campaign uses outdated DSA targets that are not supported in AI Max, you will receive a warning that these targets will become read-only.

5. Confirm the update.

After the update, Google Ads will provide a transition period to avoid losing traffic. Your old DSA will continue to run temporarily until the new RSA are generated and verified for policy compliance. Once the new RSA become active, the old DSA will be automatically paused and set to “read-only.”

Configuring AI Max for Maximum Performance

After the transition or automatic update, it is important to optimize your AI Max settings.

• Text Customization: Enable this option so AI Max uses copy from your website, existing ads, and search query context to create personalized headlines and descriptions. This requires conversion-based Smart Bidding strategies.
• Final URL Expansion: This feature allows traffic to be sent to the most relevant URLs on your website when it is likely to improve performance. It is important to keep text customization enabled to ensure the ad copy matches the destination page content. Final URL expansion will send traffic only to URLs that are topically related to your ad group.
• Text Guidelines: Use this feature to set limits and ensure generated ads meet your brand standards. This is especially important for avoiding inappropriate content or messaging.
• Targeting signals: AI Max works with a wide range of signals. In addition to website content, consider:

  • Keywords: Add relevant keywords to guide AI Max.
  • Existing ads: Provide high-quality Responsive Search Ads (RSA) as examples for generating new creatives.
  • Budget and bidding: Set an adequate budget and use effective bidding strategies (for example, tROAS, tCPA) based on conversions.

Monitoring and Optimization After Migration

AI Max is not a static solution, but a system that is continuously optimized. Regular monitoring and adjustments are essential.

• Search Terms Report: This is your main tool.

  • Pay attention to new entries with the match type “AI Max,” which indicate search queries found through expansion or keywordless matching.
  • Analyze which new queries bring valuable traffic and which are irrelevant. Add irrelevant search queries to the negative keyword list.
  • Look for the new view option that shows the combined search query, headlines, and URL, giving a full picture of the user journey.

• Keywords Report: New summary rows will show “AI Max,” helping you understand this system’s overall contribution.
• Landing Pages Report: A new “Selected by” column will show the performance of the pages AI Max sends traffic to. Make sure these pages are relevant and optimized.
• Asset Report: Evaluate the performance of AI Max-generated ads.
• Specific issues:

  • Incorrect URLs: If you use tracking templates, make sure they are compatible with the dynamic URLs generated by AI Max. Incorrect setup can lead to a 404 error. Test dynamic URLs before enabling AI Max.
  • Content mismatch: If the generated ads do not match your brand or offer, review the text guidelines and your website content.
  • Sharp increase or drop in traffic/conversions: Analyze search queries and page content. You may need to add more negative keywords or refine text customization settings.

AI Max delivers, on average, 7% more conversions or conversion value at similar CPA/ROAS when using the full feature set — search term matching, text customization, and final URL expansion — compared with using search term matching alone. That is a powerful reason to make the move.

AI Max is becoming the new standard for search advertising in Google Ads. It offers significantly more automation and optimization capabilities, but it also requires advertisers to understand how it works more deeply and to participate actively in setup and monitoring. Adapt to these changes, and you’ll be able to get the maximum benefit from Google’s artificial intelligence.