# Google AI Max replaces Dynamic Search Ads in September

**Published:** 2026-07-10T18:40:02.500Z  
**Topic:** Google Ai  
**Sentiment:** neutral  
**Publisher:** TrendWatcher — https://www.trendwatcher.in/article/aaa707e5-7f23-4620-a0c9-f79c84ce5f38

Google will auto‑upgrade Dynamic Search Ads, ACA and broad‑match campaigns to AI Max starting September, promising 7% more conversions on average.

Google announced that all eligible Dynamic Search Ads, automatically created assets and campaign‑level broad‑match settings will be automatically migrated to its new AI Max platform beginning September, a move that could boost conversions by about 7% for advertisers who adopt the full feature set [1].

| At a glance | |
|---|---|
| Migration date | September (auto‑upgrade) |
| Feature set | AI Max (search term matching, text customization, final URL expansion) |
| Expected lift | ~7% more conversions or conversion value at similar CPA/ROAS |
| Existing users | Hundreds of thousands of advertisers on AI Max; 4 million on PMax |

## AI Max supersedes Dynamic Search Ads  
Dynamic Search Ads (DSA) have long let large sites capture extra search demand by generating headlines from website content. Google’s AI Max retains that capability but adds broader intent signals and new controls such as brand, location, and text guidelines. For campaigns that use the full AI Max suite, Google reports an average 7% increase in conversions or conversion value while maintaining comparable cost‑per‑action metrics, relative to using only search term matching [1]. The transition is split into a voluntary upgrade phase—where tools to move settings and data are already rolling out—and an automatic phase that will complete by the end of September [1].

## Scale and competitive context  
Google says AI Max has attracted “hundreds of thousands” of advertisers in the past year, making it the fastest‑growing AI search product in its portfolio, while its older Performance Max (PMax) product now serves four million advertisers [2]. By folding DSA functionality into AI Max, Google aims to consolidate its AI‑driven bidding products and position the combined offering as the primary route for advertisers to appear in emerging AI‑centric search interfaces like AI Mode and Google Lens. Competitors such as Microsoft’s AI‑enhanced ads and Meta’s AI‑driven placements have yet to announce comparable large‑scale migrations, giving Google a potential edge in the nascent AI search ad market.

## New controls and testing tools  
AI Max introduces default settings that differ by legacy campaign type: DSA users receive all three AI Max features enabled, ACA users get two, and broad‑match users receive only search term matching [1]. Google encourages advertisers to run one‑click experiments to compare performance before the automatic upgrade, noting that average gains do not guarantee results for every account type [1]. The expanded controls—brand, location, and text guidelines—are intended to give advertisers more steering over the automation, addressing prior feedback for greater transparency.

## What to watch
- **September rollout completion** – monitor the final migration deadline and any reported performance shifts across the upgraded campaigns.  
- **AI Max adoption metrics** – watch for updates on advertiser counts and conversion lift as the auto‑upgrade progresses.  
- **Competitive responses** – track announcements from other ad platforms that may introduce similar AI‑driven bidding tools or attempt to retain legacy campaign formats.

The shift signals Google’s push to make AI the default engine for search advertising, but the real test will be whether the promised conversion uplift materialises across diverse verticals and how quickly rivals can match the integrated AI Max capabilities.

## Sources
1. Searchenginejournal.com — [Google Is Replacing Dynamic Search Ads With AI Max](https://www.searchenginejournal.com/google-is-replacing-dynamic-search-ads-with-ai-max/571949/)
2. adexchanger — [Google Touts Its AI Ad Tech Adoption And New AI Max Features](https://www.adexchanger.com/ai/google-touts-its-ai-ad-tech-adoption-and-new-ai-max-features/)
3. The Register — [New tool gives CLIs a warm and GUI feeling instead](https://www.theregister.com/software/2026/07/07/new-tool-gives-clis-a-warm-and-gui-feeling-instead/5267798)

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Cite as: TrendWatcher, "Google AI Max replaces Dynamic Search Ads in September", https://www.trendwatcher.in/article/aaa707e5-7f23-4620-a0c9-f79c84ce5f38