Arkan Perdana via Unsplash
Google will from September retire Dynamic Search Ads (DSA), automatically created assets (ACA) and campaign-level broad match settings, to be replaced with a mandatory upgrade to AI Max.
Brands can voluntarily upgrade from DSA to AI Max from April, ahead of the automatic migration in September.
Google data shows AI Max delivers a 7% increase in Search campaign conversions.
The tool combines advertiser input, including ads and website content, with upgraded signals to help brands identify untapped queries while keeping ads contextually relevant.
AI Max will also introduce more advanced controls, allowing advertisers to set brand and location parameters with greater precision.
For DSA users, Google is rolling out upgrade tools to help port historical settings and data into new standard ad groups.
Advertisers using ACA and campaign-level broad match settings will see a pop-up banner in Google Ads prompting them to upgrade.
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