Google is officially phasing out Dynamic Search Ads (DSAs), with September marking the end of new DSA campaign creation. Existing eligible campaigns will be automatically upgraded to AI Max, Google’s broader AI-powered Search solution. This also includes certain broad match and automatically created asset settings.
For businesses, this signals a major shift towards heavier AI-led campaign automation. While AI Max may unlock broader reach and improved scalability, advertisers will need to be more vigilant with search term quality, landing page alignment, and conversion tracking to avoid wasted spend.
Practical Takeaways:
- Audit current DSA campaigns before migration
- Review website structure and landing pages for AI relevance
- Strengthen tracking, offline conversions, and first-party data
- Monitor AI Max closely post-migration for lead quality
PPC Geeks Recommendation:
Don’t wait for forced automation to dictate your results. A proactive audit now can help protect performance, minimise disruption, and ensure your Google Ads strategy stays profitable.
Get your free PPC audit from PPC Geeks today.
