Google is about to force a major change in how many Search advertisers run “set-and-forget” discovery campaigns. In a recent update, Google announced that starting in September, campaigns using Dynamic Search Ads (DSA), automatically created assets (ACA), and campaign-level broad match will be automatically upgraded to AI Max for Search campaigns (Google).

If you’ve relied on DSAs to capture long-tail demand, this is not a cosmetic rename. AI Max changes how Google expands query matching, generates and customizes ad text, and selects final URLs—meaning your targeting, brand safety, and conversion tracking can drift if you don’t prepare.

What’s changing (and why it matters)

Google positions AI Max as the “next generation” of DSA—moving out of beta and becoming the default path for scaling Search campaigns with automation (Google). The key takeaway is operational: legacy configurations are being retired.

  • September auto-upgrade: Google says eligible campaigns using DSA, ACA, and campaign-level broad match will be upgraded automatically starting in September (Google).
  • DSA creation ends: Once the transition starts, you won’t be able to create new DSA campaigns in Google Ads, Google Ads Editor, or the Google Ads API (Google).
  • Performance claim: Google reports AI Max campaigns see an average of 7% more conversions or conversion value at a similar CPA/ROAS when using the full suite (search term matching, text customization, final URL expansion) compared to search term matching alone (Google).

For business owners, the “why it matters” is simple: your pipeline is tied to systems you don’t fully control anymore. You’re getting more reach, but you also need tighter guardrails and better measurement to ensure the extra reach is profitable.

How the upgrade works (DSA vs. ACA vs. broad match)

Google’s mapping details matter because they determine what can silently change inside your account.

1) Dynamic Search Ads (DSA)
Google says campaigns containing dynamic ad groups will transition to standard ad groups, with settings and data ported into AI Max to maintain consistent performance (Google). It also notes that AI Max features—search term matching, text customization, and final URL expansion—will be enabled, while legacy URL controls are preserved (Google).

2) Automatically created assets (ACA)
ACA users will be upgraded to AI Max with search term matching and text customization enabled by default (Google).

3) Campaign-level broad match
Campaign-level broad match users will be upgraded to AI Max with search term matching enabled by default (Google).

Translation: even if you think you’re “not running DSA,” you might still be affected if you’ve leaned on automation features in Search.

The new operating model: guardrails, not keywords

AI Max continues Google’s long-term direction: move from manual keyword-and-adcraft to constraint-based management. Instead of “pick keywords, write ads,” teams increasingly win by setting business rules and letting automation expand within those boundaries.

To stay in control as AI Max rolls in, shift your playbook to three levers:

  • Intent guardrails: Define what you will (and won’t) sell. Tighten exclusions, brand controls, and landing page eligibility so the model doesn’t explore irrelevant demand.
  • Message constraints: Treat text customization like a dynamic system that needs approved claims, regulated language rules, and “do not say” lists—especially in healthcare, finance, and legal-adjacent categories.
  • Measurement upgrades: If conversion tracking is noisy, automation will optimize toward the wrong outcomes—fast. Validate primary conversions, values, and offline imports before September so AI Max learns from clean signals.

Actionable checklist before September

If you manage Search for your company (or agency clients), the smart move is to prepare now—while you still have time to compare performance against your current setup.

  • Inventory exposure: Identify campaigns using DSA, ACA, or campaign-level broad match so you know what will be affected.
  • Lock down landing pages: Review URL rules and site sections that should never receive paid traffic (careers, support docs, outdated product pages).
  • Run controlled tests: Stand up an experiment so you can measure incremental lift vs. “it feels different.”
  • Strengthen negatives and exclusions: Build a shared negative keyword and placement strategy focused on waste reduction.
  • Update creative governance: Ensure policies exist for dynamic text (claims, pricing, guarantees, compliance).
  • Audit conversion quality: Confirm the conversion events and values you send to Google reflect real revenue outcomes, not vanity actions.

The bottom line: Google is standardizing Search automation around AI Max. If you treat this as a forced migration instead of a strategy shift, you’ll see volatility. If you treat it as an opportunity to rebuild guardrails and measurement, you can capture more demand without sacrificing efficiency.

If you want help auditing your campaigns and building an AI Max transition plan, Real Internet Sales can help you tighten tracking, establish guardrails, and keep performance stable as automation expands. Call 803-708-5514 or visit realinternetsales.com.