If your business still runs Dynamic Search Ads (DSA) in Google Ads, the deadline you may have heard about — September 2026 — is no longer the real one. Google extended it. The new, Google-confirmed date for automatic migration of DSA campaigns into AI Max for Search is February 2027. That gives advertisers a real window to prepare, but only if they know the window exists.
This matters for a simple reason: a five-month extension is not Google changing its mind about retiring DSA. It is Google buying advertisers time to fix the problems they raised. If you use that time to test and restructure, you keep more control over how your ads perform. If you ignore it, Google will make the change for you in February 2027, on its own terms.
Google’s own figures, based on internal 2026 data for non-Retail advertisers, say AI Max for Search campaigns using the full feature set average 7% more conversions or conversion value at a similar cost-per-acquisition or ROAS compared with search term matching alone. That is notably lower than the 14% uplift Google cited when AI Max first launched in May 2025 — a sign the easy early gains have likely already been captured, and results going forward may be more account-specific.
The pushback that triggered the delay was specific, not generic resistance to automation:
Google has only said account-level content and title exclusions are coming “later in 2026” — no firm date has been confirmed for that fix as of this writing.
The September deadline moved, but the January cutoff is closer than you think. Avoid wrong landing pages and wasted ad spend before automatic migration kicks in.
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