Google Ads Grants Extension for Dynamic Search Ads (DSA) to AI Max Transition
Google has officially announced a significant extension to its timeline for transitioning from Dynamic Search Ads (DSA) to AI Max for Search campaigns. Responding to widespread feedback from advertisers who requested additional time to manage their migration, Google has pushed the sunset and auto-migration deadline from September 2026 to February 2027.
Why the Extension Matters
The transition to AI-powered campaign structures represents a major shift in how advertisers manage their search presence. By extending the deadline, Google aims to ensure that businesses can maintain optimal performance during critical periods, particularly avoiding disruption during the busy Q4 holiday season. This ‘extra runway’ is designed to allow marketers to perform thorough testing, refine their strategies, and ensure a seamless move to AI-driven solutions.
Key Updates to the Migration Timeline
Google has outlined several critical changes to the transition process, effectively giving advertisers more control and breathing room:
- Restoration of Creation Functionality: Effective June 15, 2026, the ability to create new DSA campaigns has been restored. Advertisers can now create and edit these campaigns as needed to support their current business objectives.
- Extended Testing Phase: The period between June 2026 and January 2027 is now dedicated to voluntary migration. Google encourages advertisers to use this time to actively transition their campaigns to AI Max or Search campaigns utilizing broad match and Smart Bidding.
- New Hard Cut-off: The functionality to create new DSA campaigns will be officially removed in January 2027.
- Automigration Date: The final automatic upgrade for any remaining active DSA campaigns is now scheduled for February 2027.
Official Stance
Ginny Marvin, the Google Ads Liaison, confirmed the update on social media, emphasizing that the decision was driven by user feedback. The company acknowledged that advertisers require sufficient time to adapt to these platform changes without compromising their business results. For developers and advertisers managing high-volume accounts, this update provides a clearer path to move away from legacy DSA setups and embrace AI-automated bidding and matching technologies.