Google is replacing Dynamic Search Ads with AI Max for Search, with all campaigns automatically migrating by September

Google announced it will replace Dynamic Search Ads, automatically created assets, and campaign-level broad match with AI Max for Search, an AI-powered advertising platform that uses landing pages, keywords, and creative assets to understand user intent in real time rather than relying on manual adjustments. The rollout begins this week with voluntary upgrade tools for DSA users, with a second phase in September that will automatically migrate all remaining eligible campaigns, at which point advertisers will no longer be able to create new DSA campaigns. Google says campaigns using AI Max's full suite of features generated an average of 7% more conversions or conversion value at a similar cost per action compared to legacy settings.