AI Max Watch

Every Google Ads automation change, dated and sourced.

A log of the changes that touch your accounts. Each entry links to Google's own announcement and says what to check.

Last checked 2026-10-13

2026-08-12

The DSA upgrade has a calendar

Google's Ads Developer Blog set the schedule: in-account banners from September 2026, a reminder on 15 January 2027, and automatic migration of Dynamic Search Ads to AI Max between 1 and 28 February 2027. From then on, new DSA ad groups cannot be created.

What to checkWhich campaigns still use DSA, which dynamic ad targets use page-title or page-content rules (Google says they become read-only), and whether URL exclusions are in place. The readiness check finds these in your exports.

Sources: Google Ads Developer Blog, 2026-08-12 (section 4, Dynamic Search Ads) · Set up AI Max for Search campaigns

2026-06-11

Automatic migration moved to February 2027

Google delayed the automatic migration from September 2026 to February 2027 and restored DSA creation from 15 June 2026. DSA creation is removed again in January 2027. (Google's later post of 2026-08-12 lists the end of DSA creation under February 2027.)

What to checkGoogle recommends managing the migration yourself rather than waiting. A campaign experiment lets you compare the upgraded version on part of the traffic first.

Sources: Google Ads Developer Blog, 2026-06-11 · Google Ads Help: About Dynamic Search Ads (testing AI Max with experiments) · Set up a custom experiment