AI Max in Google Ads: which campaigns were upgraded, what happens to DSA in February 2027 and how AI Max for Shopping works
Since September 2026 Google has been auto-upgrading some Search campaigns to AI Max, and from February 2027 Dynamic Search Ads (DSA) follow. Here's what gets switched on in each case, how AI Max for Shopping works and what to check before Google does it for you.
What is AI Max?
AI Max is a set of three features for Search campaigns. Search term matching serves ads on queries beyond your keywords. Text customization adapts headlines and descriptions to the query. Final URL expansion sends people to the most relevant page on your site. According to Google's internal 2026 data, campaigns using all three see on average 7% more conversions or conversion value at a similar CPA or ROAS than with search term matching alone; the data covers non-retail advertisers.
Which campaigns are upgraded automatically?
Since September 2026 Google has been auto-upgrading Search campaigns with two settings to AI Max. Campaigns with automatically created assets get search term matching and text customization. Campaigns using campaign-level broad match get search term matching only. You get account notifications before the upgrade. Also from September, new Dynamic Search Ads campaigns can no longer be created in the interface, Google Ads Editor or the API.
What happens to DSA in February 2027?
Google first planned to upgrade DSA in September, but on 11 June 2026 moved it to February 2027. During the upgrade, dynamic ad groups become standard ad groups and all three AI Max features are switched on: search term matching, text customization and final URL expansion. Legacy URL controls are kept. Google is rolling out tools that carry settings and history into the new ad groups, and recommends upgrading voluntarily ahead of time.
What is AI Max for Shopping?
On 30 April 2026 Google brought AI Max to standard Shopping campaigns. It writes ad text for the query, including conversational ones, sends shoppers to the most relevant page and chooses between text and Shopping ads. It relies on your Merchant Center feed: the more detailed the product attributes, the better the match. Upgrading takes one click; product targeting and bidding stay yours, and final URL expansion can be turned off to show only Shopping ads. Note that the +7% figure was for non-retail advertisers; Google gave no figure for retailers.
What to do now
- Find your DSA campaigns — they'll be upgraded from February 2027; better to upgrade yourself and check results before peak season.
- Check campaigns with automatically created assets or campaign-level broad match — they may already be on AI Max.
- Review the search terms report for irrelevant or brand queries you didn't want.
- Decide on final URL expansion: if some pages aren't meant for ads, restrict URLs or turn the feature off.
- For Shopping, fix your Merchant Center feed first — AI Max takes its text and matching from it.
Metriverra shows spend, conversions and search terms for every Google Ads campaign daily, so after moving to AI Max you can compare before and after.
In short
- AI Max = search term matching + text customization + final URL expansion.
- From September 2026: auto-upgrade for campaigns with automatically created assets and campaign-level broad match.
- DSA upgrades start February 2027; new DSA campaigns can't be created.
- AI Max for Shopping since 30 April 2026: one click, feed-based.
- +7% conversions is Google internal data for non-retail advertisers.
Sources: Google — Upgrading Dynamic Search Ads and other settings to AI Max (15.04.2026 · 11.06.2026) · Google — AI Max for Shopping campaigns (30.04.2026)
