{"id":20441,"date":"2026-09-28T12:00:00","date_gmt":"2026-09-28T10:00:00","guid":{"rendered":"https:\/\/www.lukaswojcik.com\/blog\/?p=20441"},"modified":"2026-09-25T09:45:51","modified_gmt":"2026-09-25T07:45:51","slug":"ai-max-migration-september-2026-dsa-february-2027","status":"publish","type":"post","link":"https:\/\/www.lukaswojcik.com\/blog\/en\/digital-marketing\/ai-max-migration-september-2026-dsa-february-2027\/","title":{"rendered":"AI Max Migration in September 2026: What Changes Now and Why DSA Waits Until February"},"content":{"rendered":"

Google’s AI Max migration has two separate timetables. Search campaigns using campaign-level broad match or standalone automatically created assets are scheduled for gradual migration during September 2026. Dynamic Search Ads, usually shortened to DSA, are excluded from that September migration and follow in February 2027. Treating all three as one September deadline can send a campaign review in the wrong direction. [1<\/a>, 2<\/a>]<\/p>\n

The migration name is not enough<\/h2>\n

Campaign-level broad match is a campaign setting; it should not be confused with the mere presence of an individual broad-match keyword. Automatically created assets, or ACA, concern automatically produced advertising content. DSA uses website content to help match searches and generate ads. These starting points call for different checks even when the destination is described as AI Max.<\/p>\n

The first useful record is therefore a campaign inventory with its previous configuration, current settings and observed change date. \u201cAI Max enabled\u201d is too little information to explain what happened. As of 24 September, the published rollout window is not proof that every eligible account has completed migration.<\/p>\n

Which settings are expected to change<\/h2>\n

Google’s August announcement describes the migrated defaults. For campaign-level broad match, search term matching is on, while text customization and final URL expansion are off. For standalone ACA, search term matching and text customization are on, while final URL expansion remains off. Existing brand inclusions and exclusions are described as preserved for the broad-match transition. [1<\/a>]<\/p>\n\n\n\n\n\n\n
Starting configuration<\/th>\nText customization<\/th>\nFinal URL expansion<\/th>\nSearch term matching<\/th>\n<\/tr>\n<\/thead>\n
Campaign-level broad match<\/td>\nOff<\/td>\nOff<\/td>\nOn<\/td>\n<\/tr>\n
Standalone ACA<\/td>\nOn<\/td>\nOff<\/td>\nOn<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

This table describes the announced migration defaults, not the current state of an inspected customer account. A campaign that was edited manually needs its actual settings checked. A name in a report cannot substitute for that comparison.<\/p>\n

A practical review for a multilingual shop<\/h2>\n

Consider a fictional retailer advertising separate English, German and Polish product pages. Before interpreting the week’s results, the review records whether advertising text can change automatically and whether destination expansion is enabled. It then compares the visible ad promise with stock, prices and the page reached after a click.<\/p>\n

An unchanged destination setting does not by itself prove that every ad is suitable. An automatically produced headline may still need a content review. Conversely, a changed conversion total does not establish that a different destination was selected. Configuration evidence and outcome evidence belong in separate columns.<\/p>\n

Campaign review record\nPrevious feature: standalone ACA\nObserved migration date: recorded from the account\nCurrent text customization: verified\nCurrent final URL expansion: verified\nBrand restrictions: compared with the saved configuration\nLanding pages and conversion goals: reviewed\nOwner and follow-up date: recorded<\/code><\/pre>\n
DSA has a separate preparation window<\/h2>\n
The more recent August timeline places DSA automigration in February 2027. It also describes the removal of new DSA ad-group creation during that phase. Earlier announcements contain older dates, so a copied checklist should retain both the source date and the feature it concerns. The broad label \u201clegacy Search migration\u201d loses that distinction. [1<\/a>, 2<\/a>]<\/p>\n
For an existing DSA setup, the additional time supports a controlled comparison: a defined baseline, a limited test and an explicit acceptance decision. A planned migration record should include the pages and exclusions currently used, rather than only the campaign ID. That record helps explain a later change in traffic mix.<\/p>\n
Measuring a change without inventing a cause<\/h2>\n
A before-and-after chart is useful operational evidence, but seasonality, promotions, budget changes and tracking changes can move at the same time. A test should define its main outcome before results arrive. Purchase value, qualified leads and a platform’s conversion count can answer different questions.<\/p>\n
A small migration log beside the report is often more useful than another aggregate score. It makes visible when configuration changed and which assumptions were checked. The existing GAQL Explorer can help prepare readable queries; it does not connect to the account or certify the campaign configuration. The linked article on Conversion Lift explains why attributed results and incremental effects should also remain distinct.<\/p>\n
Related tool<\/h2>\n
GoogleAds – GAQL Query Explorer<\/a><\/p>\n
Google Ads API v25.1: Reading Conversion Lift Data Without Creating a Study<\/a><\/p>\n
\n
Questions and answers<\/h2>\n
Are brand inclusions and exclusions also preserved in the transition from standalone ACA?<\/h3>\n
The statement that existing brand inclusions and exclusions are preserved, as the article reports it, concerns the broad-match transition. For standalone ACA it establishes nothing either way. That is why the review record contains the line \u201cBrand restrictions: compared with the saved configuration\u201d, and that comparison presupposes that the configuration was saved before the migration.<\/p>\n
Why does a rise in conversions after the migration not yet show that AI Max works?<\/h3>\n
Because a platform’s conversion count records attributed results, not incremental ones. If search term matching reaches new searches, the account can credit the campaign with purchases that would have arrived another way without the ad, such as through another campaign for the same brand or through an organic result. The figure then rises while total revenue stays the same.<\/p>\n
Whether anything is actually added only shows in a comparison with a control group, such as Conversion Lift provides, or at least in a main outcome outside the platform, such as purchase value in the shop itself. That outcome has to be defined before the results arrive, as the article requires for any test.<\/p>\n
How can a campaign’s migration date be established when the report shows only the current state?<\/h3>\n
A state is not a history. The entry \u201cAI Max enabled\u201d only says what applies now, not since when. The date can be established in two ways that complement each other:<\/p>\n
    \n
  1. A saved copy. Recording the configuration of every affected campaign before the migration and reading it again at fixed intervals pins the change date down to within that interval. This is the saved configuration the review record compares against.<\/li>\n
  2. The account’s change history. In the Google Ads API, however, the change_event resource only returns changes from the last 30 days. Whether a change made by Google appears there as a change of its own is not established, and it is worth checking on a known campaign before any analysis relies on it.<\/li>\n<\/ol>\n
    The GAQL Explorer helps prepare such queries in readable form. It does not connect to the account, so the query has to run through a separate connection to the API. And because the 30-day window moves forward every day and the first days of September already drop out of it in early October, reading the history now is worth more than reading it at the next oddity in the report.<\/p>\n<\/div>\n
    Sources<\/h2>\n
      \n
    1. Google Ads: Migrate Campaign-level Broad Match and Automatically Created Assets to AI Max, 12 August 2026<\/a><\/li>\n
    2. Google: DSA upgrade to AI Max, updated 11 June 2026<\/a><\/li>\n<\/ol>\n
      Sources checked: 24 September 2026.<\/small><\/p>\n","protected":false},"excerpt":{"rendered":"
      September affects campaign-level broad match and automatically created assets. DSA follows a different timetable. A practical review of settings, destinations and measurement.<\/p>\n","protected":false},"author":1,"featured_media":20478,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-20441","post","type-post","status-publish","format-standard","hentry","category-digital-marketing"],"yoast_head":"\nAI Max Migration in September 2026: What Changes Now and Why DSA Waits Until February | Lukas Wojcik<\/title>\n<meta name=\"description\" content=\"September affects campaign-level broad match and automatically created assets. DSA follows a different timetable. 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