How to prepare for Google’s DSA sunset and move to AI Max

Google has been hinting at the demise of standalone Dynamic Search Ads (DSA) campaigns. At first, Performance Max seemed likely to replace DSA. However, as AI Max gained traction, Google’s final URL expansion across Search emerged as the nail in DSA’s coffin. 

We were initially told that Google would automatically migrate all DSA campaigns to AI Max in September. After considering advertiser feedback, Google announced that users can still create DSA campaigns until January 2027, with automatic migration now beginning in February 2027.

DSA is a lifesaver for accounts with little non-brand search term data. It also does a fantastic job of breaking the site into manageable chunks. When I’m setting a dynamic ad target, I can see how Google has categorized the site and how much of it falls into each category. 

This helps me determine how to organize non-brand search. DSA search term performance has historically helped determine which keywords to focus on.

How AI Max is different

AI Max has a different setup and targeting model from Dynamic Search Ads. Here are a few examples:

• Core targeting signals: In standalone DSA, the website is the foundational targeting signal. In AI Max, the website is just one of many targeting signals, including existing keywords, ad copy, budget, and real-time user intent signals.
• Campaign architecture: Standalone DSA is a separate campaign type or ad group structure that sits parallel to keyword campaigns, whereas AI Max for Search is another layer on your existing Search campaign structure.
• Creative asset generation and copywriting: With standalone DSA, Google dynamically generates a headline and display URL based on text it crawls from your page, while the advertiser provides static description lines. AI Max for Search uses text customization, pulling from website copy, existing ad assets, and the context of the search query to write custom headlines and descriptions.
• Traffic redirection: DSA campaigns are bound by specific dynamic ad targets. AI Max for Search leverages final URL expansion, so it can dynamically route a user to any relevant page across your entire domain while taking URL exclusions into account.
• Steering guardrails and controls: While DSA campaign controls include negative keywords and URL exclusions, AI Max for Search has advanced features such as brand inclusion and exclusion lists at the ad group level, geographic intent targeting, and text guidelines.

What should you do to adapt?

If you’re running DSA campaigns, you have some time before you have to migrate. However, I recommend migrating before the deadline so you have…