Google is retiring search automation tools in favour of its AI-powered campaign
Google is retiring search automation tools like Dynamic Search Ads (DSA), automatically created assets (ACA), and campaign-level broad match settings.
Starting in September, these legacy features will be automatically migrated to AI Max, which Google said will offer “a smarter way to scale performance in the new era of search.”
AI Max is currently in beta testing, but is reporting improved performance in targeting and creative capabilities, as well as offering more comprehensive controls.
AI Max for search campaigns have seen a “7% more conversions or conversion value at a similar CPA/ROAS when using the full feature suite,” which includes search term matching, text customisation and final URL expansion, compared to using search term matching alone, said Brandon Ervin, director of product management, Google Ads.
“For years, advertisers have been using DSA as a catch-all tool to expand their traffic beyond keyword-based campaigns, while generating relevant headlines and landing pages based on their website content,” Ervin explained
“But as consumer searches become more complex and unpredictable, moving beyond landing page data to include broader, real-time intent signals allows you to connect with customers in the moments that matter most.”
The legacy tools are being phased out, whether marketers like it or not. However, Google insists that AI Max has all the same benefits as DSA, but it adds an AI-powered solution so that campaigns can be prepared for a “new era of search”.
Ad and website content is combined with richer signals, to help advertisers unlock untapped queries and keep ads relevant.
Voluntary updates have begun, with Google recommending all advertisers transition to AI Max as soon as possible to ensure they are familiar with the tools before the auto-upgrades come in at the end of August.
All eligible campaigns are expected to be automatically migrated by the end of September 2026.
