AI Max Migration Plan for DSA and Auto-Created Assets

The safest AI Max migration is one you plan and run yourself before February 2027. Google says the automatic DSA upgrade begins that month, and it recommends moving sooner to keep control over setup.

This checklist covers Dynamic Search Ads and automatically created assets, in the order we would do the work. The steps follow Google's documentation as checked on 9 November 2026. For the wider picture, start at our AI ads hub.

Before you start: find out where you stand

Three legacy settings are involved, and they are on different timelines. Google's blog gives the dates and the defaults for each.

Google says account notifications come before automatic upgrades. Check your account for them. If a campaign has already moved, skip to step 5.

Step 1: Export what could become read-only

Google's upgrade article says unsupported legacy targets become read-only. Rule types like "page title contains" and "page content contains" also go read-only. You can remove them later, but you cannot add or edit them.

Export these items and date the file:

• Every dynamic ad target and URL rule.
• Page feeds and the URLs inside them.
• Negative dynamic ad targets and exclusions.
• Current ad copy and headlines that performed well.
• Search terms from the last 90 days, as your baseline.

Keeping that file gives you something to compare against, because Google's pages do not describe a way to restore legacy dynamic ad groups.

Step 2: Fix tracking and budget first

Two technical problems are easy to prevent now. Google warns that tracking templates that are not set up for dynamic landing pages can cause broken expanded landing pages with a 404 error. Use the lpurl patterns Google recommends and test them.

Then check budgets. Google says AI Max won't be effective if campaigns are limited by budget, and an alert appears when that is the case. Fix limited campaigns before you judge results.

Step 3: Decide your controls in advance

Write down what you want AI Max to be allowed to do, before you turn it on. These are the controls Google lists:

Make the URL exclusion list carefully. Careers pages, old promotions, login pages and thin pages are common candidates. Our landing page design page explains what a page needs in order to convert.

Step 4: Run an experiment where you can

Google's AI Max experiments run inside your existing campaign. One arm keeps AI Max off, and the other turns it on. Google does not give a recommended length, so set your own based on how many conversions the campaign gets.

Some campaigns cannot use this flow. Google lists these blockers:

• Text customization is already on.
• The campaign targets the Display network.
• The campaign is part of a portfolio bidding strategy.
• It uses shared budgets or bidding exploration.
• It has another active experiment.

In a test, brand inclusions and exclusions apply to both arms. If you end without applying, AI Max settings return to their earlier state. Brand controls added during the test are removed.

Step 5: Upgrade one campaign, then review

To upgrade a DSA campaign, Google says to open Campaigns, the Settings tab, and select Upgrade in the Dynamic Search Ads panel. A confirmation dialog warns about unsupported targets.

Google describes a transition period. DSAs continue serving while the new Responsive Search Ads are generated and reviewed. If the new ads fail policy checks right away, the DSAs keep serving.

Once the new ads are active, the DSAs are paused and become view-only. Do one campaign first, and watch it before moving the rest.

Step 6: Check the first results by hand

Google's AI Max reporting gives you the views you need for a real review. Set aside time to read them rather than relying on totals.

• Search terms report. Look at the "AI Max" match type and the source column. Add negatives for poor terms.
• Landing pages report. Use the "Selected by" column to see which URLs AI Max chose.
• Asset report. Read generated headlines for accuracy. Google's page on generated images tells advertisers to review generated assets, and the same check makes sense for text.
• Keyword report. Use the summary rows to see how much AI Max contributed.

Move broad keywords with care. Google says they are not treated as exact match in prioritization after moving to AI Max. It suggests adding copies of exact match keywords.

Step 7: Know what turning it off does

You can switch AI Max off in campaign settings, using a toggle that opts out of all AI Max settings. Google says re-enabling restores the earlier feature choices.

Two consequences catch people out. Existing URL exclusions and inclusions are ignored once AI Max is off. Turning off text customization marks those assets "Removed," and they stop serving.

So review your ad copy before you turn text customization off, especially on a campaign that started as DSA.

Common mistakes to avoid

• Waiting for the automatic upgrade and reviewing nothing until after it runs.
• Adding URL exclusions only after a bad landing page has been used.
• Judging results while the campaign is limited by budget.
• Turning everything on and everything off in the same week, which leaves nothing to compare.

Our list of Google Ads mistakes covers the broader account problems that can blur your results.

Next step

If you would like this done with you, see our paid search management service. We can export your rules, set the controls and review the first results. We do not promise a specific conversion change from any upgrade.

Frequently asked questions