Google has confirmed a five-month delay to the planned automatic migration of Dynamic Search Ads campaigns to AI Max for Search. The original September 2026 automigration date has moved to February 2027, giving advertisers an extended window to test AI-powered alternatives and manage the transition on their own terms.
Alongside the delay, Google is restoring the ability to create new DSA campaigns from 15 June 2026, a capability that had previously been restricted as part of the phase-out process.
What’s Confirmed
DSA to AI Max migration: confirmed changes as of 12 June 2026
- Previous automigration date: September 2026
- New automigration date: February 2027
- Delay duration: 5 months
- DSA campaign creation: Restored from 15 June 2026
- New deadline for creating DSA campaigns: January 2027
- Voluntary migration tools: Available during the extended testing period
Source: Google Ads Developer Blog (12 June 2026); reported by Search Engine Land (Anu Adegbola)
Updated Timeline
15 June 2026: DSA campaign creation restored. Advertisers can create new DSA campaigns and continue running existing ones.
June 2026 - January 2027: Extended testing and voluntary migration period. Google is encouraging advertisers to audit existing DSA campaigns, run side-by-side experiments against AI Max for Search, and use voluntary migration tools before the deadline.
January 2027: New DSA campaign creation ends.
February 2027: Automatic migration begins for the remaining DSA campaigns that have not been migrated voluntarily.
Context
Dynamic Search Ads automatically generate ad targeting based on website content. Google has been phasing DSA functionality into newer AI-driven campaign formats: specifically, AI Max for Search, broad match, and Smart Bidding, as part of a broader move toward AI-led search campaign management.
The delay gives advertisers nearly six additional months to evaluate performance differences between DSA and AI Max before the forced transition, and to run controlled tests rather than relying on Google’s automatic upgrade.
Advertisers running DSA campaigns who had paused testing or migration planning in anticipation of the September deadline now have a longer runway. The February 2027 date is the confirmed automigration point; voluntary migration before then remains the recommended approach.
- DSA campaigns continue to run and can be edited until the automigration date.
- New DSA campaigns can be created from 15 June 2026 through January 2027.
- Side-by-side testing against AI Max for Search is possible during the extended period.
- Voluntary migration tools are available throughout. Google is encouraging use before February 2027.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
.png)
