Dynamic Search Ads, automatically created assets and campaign-level broad match to auto-upgrade to AI Max

Google announced that Dynamic Search Ads, legacy automatically created assets and the campaign-level broad match setting will be automatically upgraded into AI Max for Search starting September 2026, with voluntary upgrade tools and in-account prompts available immediately.

Original plan: new DSA campaign creation stops in September 2026 across the UI, Editor and API, and remaining eligible Search campaigns auto-upgrade by end of September. Google reports a 7% average lift in conversions or value when AI Max's full feature set is used. In August 2026 Google revised the DSA portion of this timeline to February 2027 (see separate entry) while keeping September 2026 for broad match and ACA.