Google Is Replacing DSA and Legacy Search Tools With AI Max
Google is changing how Search ads work by replacing several older automation tools with a new AI-powered system called AI Max for Search campaigns. This update will affect advertisers who use Dynamic Search Ads (DSA), automatically created assets (ACA), and campaign-level broad match settings.
What is changing?
Google is phasing out older Search automation tools, including:
- Dynamic Search Ads (DSA)
- Automatically Created Assets (ACA)
- Campaign-level broad match settings
These will be replaced by AI Max, a more advanced AI-driven campaign system.
Starting in September, Google will begin automatically migrating eligible campaigns to AI Max. By the end of September, most transitions are expected to be completed.
At the same time, advertisers will no longer be able to create new DSA campaigns in Google Ads, Google Ads Editor, or the Google Ads API.
Why Google is making this change
Google says search behavior is becoming more complex and harder to predict. Because of this, the company believes AI tools are better suited to match ads with user intent in real time.
AI Max is designed to go beyond traditional keyword targeting by using additional signals such as website content and user intent.
What AI Max does
AI Max expands on older tools by:
- Using your website content and existing ads as input
- Finding additional relevant search queries
- Automatically customizing ad text
- Adjusting landing page destinations dynamically
- Giving advertisers more control over brand, location, and text rules
Expected performance
Google reports that advertisers using AI Max can see:
- Around 7% more conversions or conversion value, at similar cost levels (CPA/ROAS), when using the full feature set
This includes features like search term matching, text customization, and final URL expansion.
How the transition will work
Phase 1: Voluntary upgrades (starting now)
Advertisers can already start moving to AI Max manually.
- DSA users will get tools to migrate campaigns while keeping history and settings
- ACA and broad match users will see prompts inside Google Ads to switch to AI Max
Phase 2: Automatic migration (starting September)
If advertisers do nothing, Google will move campaigns automatically:
- DSA campaigns will be converted into standard ad groups
- ACA campaigns will be upgraded to AI Max with key features turned on by default
- Broad match campaigns will be moved with search term matching enabled
What Google says about keywords
Google emphasizes that keywords are not going away. A spokesperson said that keywords remain an important part of campaign strategy and act as “fuel” for AI systems.
The company says AI Max is not meant to replace keywords, but to simplify management and improve performance by combining them with AI-driven automation.
What advertisers should do
Google recommends that advertisers:
- Start migrating to AI Max before September
- Test and optimize campaigns early
- Learn the new settings before automatic upgrades happen
Doing this early may help avoid disruption and give more control over performance tuning.
Bottom line
Google is moving toward a more AI-driven advertising system. AI Max will become the main tool for Search campaign automation, replacing older systems like DSA and ACA. Advertisers who switch early will have more time to adapt before Google automatically migrates remaining campaigns.
