- Date
- September 2026
- Kind
- Technology shift
- Significance
- High
In September 2026 Google began automatically upgrading some search campaigns from Dynamic Search Ads (DSA) to AI Max for Search. Google first announced the move on April 15, 2026 (updated June 11) in a post by Brandon Ervin, director of product management for Google Ads.
The timeline
- September 2026: automatic upgrades start for campaigns that use Automatically Created Assets and broad match at campaign level.
- February 2027: the sunset date for Dynamic Search Ads, which Google extended from its earlier schedule.
Google’s claim and the latest update
Google says advertisers moving to AI Max see on average 7% more conversions or conversion value at a similar cost per acquisition or return on ad spend. On September 23, 2026 Google said a unified AI Max report covering search terms, assets and landing pages will arrive later in 2026, and that the AI Brief closed beta is expanding to Dutch, French, German, Italian, Japanese, Portuguese and Spanish.
Why it matters
Search campaigns that rely on dynamic ad generation are being changed whether advertisers act or not, and reporting for the new setup is still being built. Teams should record their results before the upgrade so they can measure what changes.
What happened next
The unified AI Max report was promised for later in 2026, and Dynamic Search Ads end in February 2027.