TL;DR Summary:
Deadline Extended: Google has pushed the Dynamic Search Ads auto-migration from September 2026 to February 2027, giving advertisers five extra months to prepare.DSA Creation Returns: You can start creating new Dynamic Search Ads again on June 15, 2026, reversing the earlier restriction.Use The Window: Google says the extended period is for testing and a smoother move to AI Max, so run DSA and AI Max side by side before the cutover.How long do I have to migrate from Dynamic Search Ads to AI Max?
Google heard your complaints about the rushed timeline. The company just extended the Dynamic Search Ads to AI Max timeline by five months, pushing the auto-migration deadline from September 2026 to February 2027.
Google Extends Dynamic Search Ads to AI Max Migration Deadline
The original plan had your DSA campaigns automatically converting to AI Max this September. Google changed course after advertisers pushed back on the tight timeline. The company updated its official blog post to announce the extension.
“We heard your feedback: you need more time to complete the transition from Dynamic Search Ads (DSA) to AI Max,” Google wrote. “To protect your business results and the performance of your campaigns, we are extending the timeline for Dynamic Search Ads sunset and auto-upgrade, which will begin in February 2027.”
Google also restored the ability to create new DSA campaigns starting June 15, 2026. This reverses the company’s earlier decision to block new DSA creation in September 2026.
What the New Dynamic Search Ads to AI Max Timeline Looks Like
Here’s your updated migration schedule:
June 2026: You get full DSA campaign creation restored. Create and edit DSA campaigns normally.
June 2026 through January 2027: Extended testing period begins. Google expects you to actively transition campaigns during these seven months.
January 2027: Google removes the ability to create new DSAs.
February 2027: Auto-migration starts. Any remaining DSA campaigns automatically become Performance Max or AI-powered Search campaigns.
The extension gives you breathing room through the busy Q4 shopping season. Google’s Ads Liaison Ginny Marvin confirmed the company specifically wanted to avoid disrupting the critical fourth quarter period.
Why Google Changed the Dynamic Search Ads Migration Timeline
Google rarely reverses major product decisions once announced. The extension signals advertisers voiced serious concerns about the original September deadline.
The company emphasized that advertisers need time to “manage their own transitions, perform thorough testing, and ensure a seamless migration to AI Max.” This language suggests Google received feedback that the original timeline risked campaign performance problems.
DSA campaigns often handle significant portions of search traffic for large accounts. A forced migration during peak season could disrupt established performance patterns when businesses need stability most.
How to Use the Extended Migration Period Effectively
You now have seven months to test AI Max against your existing DSA campaigns. Run both campaign types simultaneously to compare performance metrics.
Focus on documenting your DSA baseline performance first. Track key metrics like cost per acquisition, conversion volume, and search query coverage. You’ll need these benchmarks to evaluate AI Max performance.
Start with smaller DSA campaigns for your initial AI Max tests. Learn how the new format handles your specific business before migrating high-volume campaigns.
During this transition period, robust measurement becomes critical. You need to track performance differences between DSA and AI Max campaigns to make informed migration decisions. Measuremate provides the analytics foundation to document baseline metrics and compare results throughout your transition. This extended timeline gives you the perfect opportunity to establish proper measurement frameworks before February’s deadline using Measuremate.
