Key Takeaways
- Understanding Google’s 2026 update: Google will upgrade Dynamic Search Ads, automatically created assets, and campaign-level broad match settings to AI Max for Search. The migration process has already started, with all upgrades expected to be completed by September 2026.
- Recognising why this matters: The update may affect how your Search campaigns match queries, generate ad text, select landing pages, and manage budget.
- Comparing AI Max for Search and Dynamic Search Ads: AI Max builds on traditional DSA by using broader intent signals, text customisation, final URL expansion, and more advanced campaign controls.
- Preparing before September 2026: Businesses should review affected campaigns, search terms, URL controls, conversion tracking, brand settings, ad messaging, and landing page quality.
- Deciding when to upgrade: Reviewing your account early gives you more control and helps you decide whether to test AI Max for Search before Google’s automatic migration.
- Working with Amire: Amire can review your Google Ads setup, identify affected campaigns, and create a practical AI Max for Search transition plan before September 2026.
If your business runs Google Ads, there is one update you need on your radar for 2026. From September, Dynamic Search Ads will be automatically upgraded to AI Max for Search. This affects how your campaigns find searches, write ad copy, pick landing pages, and spend your budget. Here is what to know before it happens.
What Is Changing With Dynamic Search Ads In 2026?
Dynamic Search Ads (DSA) have helped businesses show up for searches outside their keyword lists by crawling website content and auto-generating headlines. AI Max for Search takes that same idea and makes it smarter.
The migration process has already started. DSA, automatically created assets, and campaign-level broad match settings will all be automatically migrated to AI Max for Search, with Google expecting everything wrapped up by September 2026. New DSA campaigns will no longer be creatable after that point.
AI Max uses broader AI-led signals to support search term matching, text customisation, and final URL expansion. In practical terms, this means Google Ads can take a more active role in deciding which searches your campaign appears for, what message is shown, and which page the user lands on.
How AI Max Differs From Traditional Dynamic Search Ads
DSA matched searches based on your website content. AI Max for Search goes further by using broader real-time intent signals, Gemini-powered ad copy, and expanded landing page selection.
The four key differences:
- Search coverage: AI Max reads more than your site; it uses real-time intent signals to find relevant queries.
- Creative: AI Max generates contextually smarter headlines and descriptions, not just page-scraped text.
- Landing pages: Final URL expansion means Google may send users to pages beyond what you specify.
- Controls: AI Max gives you more levers, including brand, location, and text guidance settings.
Google reports that using the full AI Max for Search feature set delivers an average of 7% more conversions at a similar CPA/ROAS for non-retail clients. That is a real gain, but only when the campaign is set up properly.
Why This Update Matters For Australian Businesses
A lot of DSA campaigns were set up years ago and have not been touched since. If that sounds familiar, you could be in for a surprise as the migration is already underway.
Accounts that are not manually upgraded will lose the ability to create new DSA campaigns, and the automatic migration will apply default settings that may not suit your business. If you have a complex site, multiple service areas, or any compliance requirements around messaging, it is worth reviewing things now rather than reacting later.
What Should You Review Before The September 2026 Upgrade?
Before your account moves to AI Max, treat this as a proper Google Ads review. The goal is to make sure automation is working with clean data, useful controls, and a campaign structure that reflects your business priorities. A practical review should cover:
- Affected campaigns: Do you have active DSA, ACA, or broad match campaigns?
- Search terms: Are you seeing irrelevant queries or low-intent traffic?
- URL controls: Are there pages you would not want Google sending paid traffic to?
- Conversion tracking: Are your conversions accurate and tied to real business actions?
- Brand and location settings: Do they reflect where and how you actually operate?
- Ad copy: Will automated text still match your messaging and compliance needs?
- Landing pages: Are they fast, mobile-friendly, and set up to convert?
If tracking is messy or landing pages are weak, AI Max for Search will scale those problems faster. Getting the basics right before the upgrade makes a real difference.
Should You Upgrade Early Or Wait For Google’s Automatic Migration?
Google recommends upgrading proactively so you stay in control of the setup. Since the migration process has already started, the window to act on your own terms is narrowing. If your account is in good shape, testing AI Max now gives you time to learn how it behaves before the forced switch.
If your account has gaps, waiting is risky. Past forced migrations in Google Ads have caused two to four weeks of performance instability for advertisers who did not prepare.
The safe move is to audit first, fix what needs fixing, then run AI Max for Search as a parallel test for four to six weeks before going all in.
How Amire Can Help Businesses Prepare For AI Max
Preparing for AI Max means more than ticking a box. It means reviewing your DSA setup, search term quality, conversion tracking, GA4 data, URL controls, and campaign structure as a whole.
Amire has been specialising in Search Engine Marketing since 2002. We understand that changes like this affect budgets, lead quality, and your ability to report on performance with confidence.
If you use Dynamic Search Ads or are not sure whether your account is affected, we can help you review your setup before the migration is complete. A structured audit will show you what needs attention, what can be tested early, and how to configure AI Max for Search so it actually supports your goals.
