Google is giving advertisers more time to prepare for the transition from Dynamic Search Ads (DSA) to AI Max Search.
In a LinkedIn post, Google Ads Link Ginny Marvin announced that the deadline for the automatic change has moved from September 2026 to February 2027.
According to Marvin, this change comes as a result of advertiser feedback. Google said the extension will give advertisers more time to prepare and avoid major account changes during the busy Q4 season.
What’s Changing
When Google first announced its DSA plans earlier this year, the company said that existing DSA campaigns and ad groups would automatically migrate to AI Max starting in September 2026.
Now, that timeline has changed.
Advertisers who have not yet developed their own DSA campaigns will now receive up to February 2027 before Google automatically switches to AI Max.
Google continues to recommend using manual upgrade tools rather than waiting for an automatic upgrade. According to Marvin, those tools will start appearing in advertiser accounts in the next few weeks.
The company says that manual upgrades provide more oversight and control during the process.
However, not all parts of the release are delayed.
Google has confirmed that Automatically Generated Assets (ACA) and campaign-level game-wide settings will still transition to AI Max as planned in September 2026.
More Reporting Updates are coming
Alongside the extension deadline, Google also shared new information about the development of Final URL Expansion (FUE) reporting.
According to Marvin, marketers can expect:
- Account Level Last URL Reporting
- Additional performance metrics for FUE equipment
- Ability to delete bulk material directly from reporting tables
Google didn’t give a specific launch date, but said those updates are coming soon.
The announcement follows continued requests from advertisers for more visibility into Final URL Expansion’s select and serve landing pages.
AI Max is Now the Default for New Search Campaigns
Google also revealed that AI Max is now enabled by default when creating new Search campaigns.
According to Marvin, Google saw the first rapid conversion during the test, especially in the first two weeks after the launch.
Advertisers can still disable AI Max settings if they prefer a more traditional campaign setup.
This change gives new advertisers immediate access to AI Max without requiring additional setup during campaign creation.
Looking Ahead and Doing Next
The deadline may have passed, but Google’s recommendations haven’t changed.
Marketers who still rely on DSA campaigns should start testing AI Max before the automated transition arrives. The extra time allows teams to test controls, review reporting, and better understand how Last URL Extensions behave within their accounts.
In the meantime, the immediate action is to view the development tools manually as they become available. Google continues to position those tools as the preferred way to move from DSA to AI Max.
Featured image: Editor of El / Shutterstock.com
