On April 15, 2026, Google announced that Dynamic Search Ads (DSA) will be retired in September 2026. From that month on, advertisers can no longer create DSA campaigns through the Google Ads UI, Ads Editor, or API. All existing DSA setups will be automatically migrated to AI Max for Search.
For most B2B advertisers in the DACH region this is not a minor UI change. DSA has been the workhorse for service companies, SaaS vendors, and complex site architectures where a keyword-only setup could never capture the full intent surface. This post breaks down what actually changes, what the independent data shows, and how to migrate on your terms before Google does it for you. For the complete framework on Google Ads for B2B, see our full B2B Google Ads guide.
What Google Announced (and What Is Actually Changing)
Three legacy campaign configurations will be folded into AI Max for Search: Dynamic Search Ads, Automatically Created Assets (ACA), and campaign-level broad match settings. The transition runs in two phases.
AI Max bundles three features that were previously separate controls: search term matching (broad expansion plus keywordless targeting), text customization (query-specific headlines and descriptions), and final URL expansion (automatic landing page routing). Google reports an average of 7% more conversions or conversion value at similar CPA or ROAS for non-retail accounts when all three are enabled.
Why B2B Advertisers Should Pay Extra Attention
The 7% headline is real, but it is an average across a massive advertiser pool. Independent testing tells a more differentiated story. One analysis across roughly 30,000 search terms in August 2025 found that 99% of AI Max impressions produced zero conversions, and a November 2025 review of more than 250 retail campaigns showed 35% lower return on ad spend against traditional match types.
B2B accounts in DACH are particularly exposed because service companies and SaaS vendors rarely have a clean product feed, often run mixed-intent landing pages, and depend heavily on keyword discipline to protect budget from irrelevant brand-adjacent queries. A default AI Max activation can widen the query surface to generic informational searches within days, which is exactly the traffic profile that inflates CPA without producing pipeline.
Your Migration Checklist Before September
Instead of letting September decide, use the voluntary window to migrate deliberately. Four steps matter most for B2B.
1. Inventory your DSA and broad match exposure
Pull a report of all campaigns using DSA, ACA, or campaign-level broad match. For each, note the share of conversions and spend. Any campaign above 20% of account spend is a priority for a controlled migration rather than an automatic one.
2. Run a side-by-side experiment first
Google Ads offers Custom Experiments. Duplicate a high-volume DSA campaign as AI Max, split traffic 50/50, and run it for at least 4 to 6 weeks. Compare pipeline quality through offline conversion tracking, not only Google Ads conversions. A clean comparison requires offline conversions tied back to CRM opportunities. See our guide on Google Ads conversion tracking with consent for setup.
3. Define your text guidance and exclusions
AI Max lets you set up to 25 term exclusions and 40 messaging restrictions per campaign. For B2B this is essential. Exclude competitor terms, free trial phrasing when you do not offer one, and pricing claims that could undercut your sales motion. Without these, AI-generated headlines can invent claims your legal team will not approve.
4. Audit landing pages and brand controls
Final URL expansion can send paid traffic to any page Google considers relevant. For mature B2B sites with dozens of pages, this includes outdated blog posts, legacy product pages, and internal utility pages. Review your brand controls in the campaign settings, exclude non-commercial URL patterns, and confirm that only conversion-ready pages are reachable.
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Book a Free ConsultationOur Take: AI Max Will Win, But Not on Day One
As the founder of Leadanic I run B2B Google Ads accounts every day, and my view on this announcement is more measured than most of the coverage suggests. AI Max as a concept is the right direction. Google has better signal than any advertiser on query intent, and bundling matching, creative, and URL routing under one engine will eventually outperform manual setups for most accounts.
The issue is not the direction, it is the migration path. Every time Google flipped a large lever in recent years, from Responsive Search Ads to Performance Max, the first 90 days were noisy. Spend shifted, CPA moved up, and accounts that did not pre-configure exclusions and brand controls lost budget to low-intent traffic before the algorithm settled. The same pattern will repeat here, especially for non-retail B2B where the training signal is thinner.
The practical conclusion is simple. Migrate early, migrate deliberately, and treat the first cycle as a calibration. Do not measure AI Max by week-one Google Ads conversions. Measure it by qualified pipeline four to eight weeks in, compared to a clean DSA baseline you captured before moving. That is the only number that matters in B2B, and it is the only one Google will not report to you.
Conclusion
Google is not leaving B2B advertisers a choice on whether to adopt AI Max, only on when and how. The voluntary window between now and September 2026 is the difference between a controlled migration and a reactive one. Audit your DSA footprint, run a side-by-side experiment, set exclusions, and preserve your offline conversion signal. For the full picture on how B2B Google Ads should be structured in 2026, read our complete B2B Google Ads guide.
Frequently Asked Questions
When exactly does Google stop allowing new DSA campaigns?
Google has stated that in September 2026 new DSA creation will be disabled across the Google Ads UI, Ads Editor, and the Google Ads API. SearchEngineLand reports that all eligible automatic migrations are expected to complete by the end of September 2026.
Will my existing DSA campaign history and settings be preserved?
Yes. The upgrade tools that Google is rolling out now move campaign history, settings, and learning data into standard ad groups. Migrating voluntarily gives you the chance to configure AI Max features before they are turned on automatically, rather than inheriting Google defaults in September.
Is AI Max a bad choice for B2B accounts?
Not inherently. The concept is sound and the 7% average lift Google reports is real for many accounts. The risk for B2B is the default-on activation of final URL expansion and text customization without proper exclusions, which can widen the query surface to low-intent traffic. A controlled migration with exclusions, brand controls, and offline conversion tracking mitigates most of this risk.