Krux
April 16, 2026
Google Kills Dynamic Search Ads, Forces AI Max by September
Published: April 16, 2026 at 12:31 AM
Updated: April 16, 2026 at 12:31 AM
100-word summary
Google is retiring Dynamic Search Ads after 14 years, replacing them with AI Max. Voluntary upgrades start this week. Automatic conversions begin in September, and you won't be able to create new DSA campaigns after that. The swap adds two tricks: AI-generated ad text and automatic landing page selection based on what Google thinks people want. Early tests claim 7% more conversions at the same cost, but Google didn't share sample sizes. The real shift? Your ads will show for queries you never targeted, and send people to URLs you didn't choose. You're getting broader reach in exchange for less control over where your budget goes.
What happened
Google is retiring Dynamic Search Ads after 14 years, replacing them with AI Max. Voluntary upgrades start this week. Automatic conversions begin in September, and you won't be able to create new DSA campaigns after that. The swap adds two tricks: AI-generated ad text and automatic landing page selection based on what Google thinks people want. Early tests claim 7% more conversions at the same cost, but Google didn't share sample sizes. The real shift? Your ads will show for queries you never targeted, and send people to URLs you didn't choose.
Why it matters
You're getting broader reach in exchange for less control over where your budget goes.