Google has extended the automatic migration deadline for Dynamic Search Ads to AI Max, pushing the cutover from September 2026 to February 2027, a five-month extension that Google Ads Liaison Ginny Marvin attributed to advertiser feedback on 11/06/2026. The delay gives search teams more runway to plan and test, but it does not affect the September 2026 schedule for Automatically Created Assets and campaign-level broad match settings, which remain on the original timeline.
- The automatic DSA to AI Max migration deadline has moved from September 2026 to February 2027, but only for full campaign transitions, not for all AI Max-related changes.
- Automatically Created Assets and campaign-level broad match settings still migrate in September 2026 as originally scheduled, requiring separate preparation.
- Manual upgrade tools are expected to appear in advertiser accounts within weeks, offering more control over timing and campaign structure than waiting for automatic migration.
- AI Max is now the default setting for all new Search campaigns, and Final URL Expansion can redirect traffic to pages beyond the originally specified URL, making landing page and URL audits a practical priority.
- Google has confirmed new Final URL Expansion reporting features are coming, including account-level reporting and bulk asset removal, which will help advertisers monitor where expanded URLs are sending traffic.
Google Extends Dynamic Search Ads Migration Deadline
Google has pushed back the automatic migration deadline for Dynamic Search Ads (DSA) to AI Max from September 2026 to February 2027, giving advertisers five additional months to plan and test before the transition happens without their direct input. Google Ads Liaison Ginny Marvin announced the extension on 11/06/2026, citing advertiser feedback as the primary reason for the change.
Original Timeline vs. Revised Schedule
The February 2027 deadline applies specifically to automatic campaign transitions. Manual upgrade tools are a separate matter and will begin appearing in advertiser accounts within the next few weeks, meaning teams who want to move early can still do so on their own terms. The extension is widely seen as a practical concession to avoid disrupting Q4 planning cycles, which typically run from late summer through the holiday period.
For a broader look at how AI Max is reshaping Search campaign defaults, the Google AI Max Search campaigns overview covers the key structural changes advertisers should understand before the deadline arrives.
What Still Migrates in September 2026
Not everything is delayed. Automatically Created Assets and campaign-level broad match settings will still migrate to AI Max in September 2026 as originally scheduled. Advertisers who have not yet audited these settings should treat that date as a firm action point. Separately, AI Max is now enabled by default for all new Search campaigns, though the option to disable it remains available during campaign setup.
Key Confirmed Details About the DSA to AI Max Transition
Manual vs. Automatic Migration Options
The automatic transition to AI Max applies only to DSA campaigns that have not been manually upgraded before February 2027. Advertisers who take no action will have their campaigns migrated automatically at that point. Google is clear that this is not the preferred path. The recommendation is to use the manual upgrade tools now, which give advertisers more oversight and control throughout the process rather than leaving the transition entirely to Google’s systems.
Understanding how search intent shapes campaign targeting becomes especially relevant here, since AI Max expands match coverage in ways that DSA did not, making deliberate migration decisions more consequential than they might initially appear.
Upcoming Final URL Expansion Reporting Enhancements
Google has confirmed that new reporting capabilities for Final URL Expansion are coming soon. These include account-level reporting, additional performance metrics specific to FUE assets, and the ability to remove assets in bulk directly from reporting tables. These additions should give advertisers a clearer picture of how expanded URLs are performing across their accounts.
On the performance side, Google observed faster first conversions during AI Max testing, particularly within the first two weeks after a campaign launches. That finding directly informed the decision to make AI Max the default setting for new campaigns going forward.
Who Is Affected and the Main Implications
The deadline extension to February 2027 does not apply equally to all advertisers. The relief is most relevant to those running active Dynamic Search Ads campaigns that have not yet been manually upgraded, search teams that depend on DSA for broad query coverage, and agencies managing large accounts who want to avoid disruptive migrations during the Q4 planning season.
Which Advertisers Must Act by September 2026
The extension applies specifically to the full DSA-to-Performance Max transition. Advertisers using Automatically Created Assets or campaign-level broad match are still subject to the original September 2026 migration timeline. Those accounts need to begin preparation now, regardless of the later deadline announced for DSA.
Advertisers who take no action before February 2027 will face an automatic transition applied by Google. Manual upgrades before that date give teams more control over campaign structure and budget allocation during the changeover.
Impact on Landing Page and URL Strategy
As Google shifts toward AI Max matching, the quality of landing pages and the clarity of URL structures carry more weight. Final URL Expansion can redirect traffic to pages other than the one originally specified, which means poorly structured sites may see unexpected shifts in traffic distribution.
Search teams that rely on DSA to capture long-tail versus short-tail keyword strategies should audit their site architecture now. Google’s AI matching under the new system reads site content to determine relevance, so a well-organised URL hierarchy directly influences which pages receive impressions.
The split between September 2026 and February 2027 deadlines is easy to misread as a single extension, but they govern entirely different campaign elements. Advertisers who treat the later date as a blanket reprieve risk missing the Automatically Created Assets and broad-match migration window, which remains firmly on the original schedule. Treating these two timelines as separate action items is the cleaner approach.
Practical Response and Next Steps
Pre-Migration Audit Checklist
The February 2027 deadline for automatic DSA migration gives advertisers some runway, but waiting is not a sound strategy. The first priority is auditing every active DSA campaign to identify which behaviors rely on legacy targeting logic and how prepared those campaigns are for AI Max. This means reviewing which URLs are currently being served, which exclusions are in place, and where conversion performance is concentrated.
Manual upgrade tools are expected to appear in accounts over the coming weeks. Using them proactively is preferable to waiting for automatic migration, since manual upgrades give teams more control over timing and allow for staged rollouts. Alongside this, landing-page quality deserves immediate attention. Final URL Expansion can redistribute traffic across site pages in ways that differ significantly from current patterns, so reviewing URL structure and page-level SEO readiness before migration reduces the risk of sending paid traffic to underperforming pages.
A separate timeline applies to Automatically Created Assets and broad-match campaigns, which are scheduled for migration in September 2026. That process follows the original schedule and should be planned for independently.
Testing AI Max Before Forced Migration
Developing a structured test plan now is the most practical way to reduce uncertainty. A useful plan covers three areas:
- Search-term performance: Monitor which queries AI Max surfaces and whether they align with campaign intent.
- URL governance: Confirm that exclusions are respected and that Final URL Expansion is not routing traffic to irrelevant pages.
- Conversion patterns: Track whether conversion rates shift during the transition period and identify any segments that underperform.
Signals To Watch
Tool Availability and Reporting Updates
Manual upgrade tools for eligible accounts are expected to begin appearing within the next few weeks, giving advertisers a more controlled path into the new Standard Shopping and Performance Max structure. Alongside this, Google has announced a specific launch date for new Final URL Expansion reporting features, which will include account-level reporting and bulk asset removal capabilities. For site owners and marketers focused on landing page quality and relevance, these reporting additions should make it considerably easier to audit which URLs are being expanded and whether the destination pages align with actual search intent.
Early feedback from advertisers and agencies is anticipated once the manual tools become available. The key areas to watch will be control over campaign structure, transparency in asset selection, and whether the new reporting accurately reflects performance at the account level. Any gaps between reported and actual behavior will likely surface quickly in larger accounts.
Pre-Deadline Communication from Google
Google has indicated it will notify advertisers before the February 2027 deadline, which is particularly relevant for those managing numerous legacy Dynamic Search Ads campaigns. The September 2026 migration schedule for Automatically Created Assets and campaign-level broad match settings remains a date to monitor, as any adjustments to that timeline would affect how much preparation time advertisers realistically have. Staying close to official Google Ads announcements over the coming months is the most reliable way to avoid being caught off guard by compressed timelines.
