Google delays automatic DSA to AI Max migration to Feb. 2027

Image credit: Search Engine Journal

Google extended the automatic transition deadline for Dynamic Search Ads (DSA) to AI Max for Search from September 2026 to February 2027, responding to advertiser feedback.

The five-month extension aims to prevent significant account disruptions for advertisers during the critical fourth-quarter holiday shopping season, according to Google Ads Liaison Ginny Marvin.

Despite the delay for automatic transitions, Google continues to recommend that advertisers use manual upgrade tools for their DSA campaigns, which are expected to become available in accounts over the coming weeks.

Certain components, including Automatically Created Assets (ACA) and campaign-level broad match settings, will still transition to AI Max as originally scheduled in September 2026, Google reported.

The company also announced several new reporting enhancements for Final URL Expansion (FUE). These improvements include account-level reporting, additional performance metrics and the capability for bulk asset removal.

Google made AI Max the default setting for all new Search campaigns. Internal testing indicated that this default setting provides faster initial conversions for advertisers.

Source: Search Engine Journal