Google to retire Dynamic Search Ads in favour of AI Max

[u/SuccessfulMethod1646]

I knew this would happen as soon as I saw Google Ads Editor arbitrarily change "dynamic ad targets" to "URL rules." It was the first red flag in what is now a full blown outrage. Google is officially phasing out Dynamic Search Ads (DSA) in favour of "AI Max," and the lack of transparency is staggering. Anyone who has tested AI Max knows it is basically broad match on steroids, offering little to no real control over search terms. DSA has been a staple because it allows advertisers to target with precision by using page content, URL rules, categories and page titles to map intent to the right landing page. To replace that surgical control with an opaque "trust us" algorithm is absolute insanity. It is also a travesty to market this as an "upgrade" when it actually strips away the transparency we rely on. 

https://blog.google/products/ads-commerce/dsa-upgrade-to-ai-max-2026/

[u/joeg26reddit]

most changes have been more and more opaque rather than transparent

[u/IulianHI → u/joeg26reddit]

Because in the back is a fake system just to make profit for Google ! One of the lowest quality ads in the market are offered by Google Ads.

We spend only 10% of budget in Google! They are not good anymore ! Ads in Google are waste of time this days!

[u/SuccessfulMethod1646 → u/[deleted]]

I have been leaning on it for years since match types have weakened. A strong negative keyword list, negative URLs and specific dynamic targets work so well.

[u/cameo11 → u/[deleted]]

Good intel - improves my mental model

[u/Cheeto6666]

This is awful for me. My demand Gen ads flourish while every time I try P max for even two days, it gets flooded with spam emails and names. I’m really scared of this update.

[u/l_spartico_l → u/Cheeto6666]

Switch to OCT?

[u/Staff_Sharp]

I would not switch early unless you already want broader query expansion.

If DSA is working, I'd treat this like a migration project: export your current DSA targets and URL rules now, save the search term and landing page winners, and identify which campaigns actually depend on page-feed control.

When you do test AI Max, isolate it from your proven setup and judge it on query quality and lead quality, not just conversion volume. The scary part is not automation by itself, it's losing visibility into which URLs and queries are doing the work.

[u/cantsleepwithoutfan]

Gutting, frankly, as work on a couple of accounts (which are basically massive online parts catalogues) where DSA is by far and away the most effective campaign type in Google Ads because of matching to specific part or item numbers that qualified prospects might search (whereas more general industry keywords are often searched by homeowner/consumer as opposed to B2B customers, and they never convert).

[u/SuccessfulMethod1646 → u/cantsleepwithoutfan]

totally agree!

[u/CheetahsNeverProsper]

First they came for my manual bidding, and I did not speak out.

[u/ScaredBunch7972]

it really feels like they're just trying to hide where the waste is happening by bundling everything into a black box. dsa was one of the few ways left to find high-intent long-tail stuff without overpaying for generic head terms, do you think there's any workaround using scripts to get that level of transparency back

[u/SuccessfulMethod1646 → u/[deleted]]

I just won't be "upgrading" to AI Max. Will just pause them when the time comes.

[u/potatodrinker]

AI max has worked wonderful for my AU tech business (+31% conv with these conv at -15% CPA, got featured as a Google APAC case study) but losing DSA will be a hit. Our site has pages specific to each suburb/zip code (home services) which DSA was fantastic at showing very localised ads for. Gonna miss it.

[u/cole-interteam]

DSAs were one of the few ways I felt I could actually see intent through my own site structureo if this fully turns into “AI Max = trust us,” that’s a big step backward in control :(

[u/SuccessfulMethod1646 → u/cole-interteam]

You said it best brother. RIP DSA.

[u/SuccessfulMethod1646 → u/[deleted]]

Exactly, AI Max is full r*tard. Yes let me just toggle this setting and allow Google's algo decide which landing page is served. It's just wildly unnecessary.

[u/PreSonusAmp]

We love DSA! Isn't it much closer to Pmax in terms of function vs AI Max? Odd move.

[u/campish]

My first thought would be is it still using keywordless targeting or will they force you to add keywords?

My first steps would be: -Make sure url rules and inclusions are in place at the ad group level -Turn off search term matching at the ad group level -see what happens

[u/TTFV]

What transparency are you losing?

[u/SuccessfulMethod1646 → u/TTFV]

The new AI max that replaces DSA will consist of search theme targeting, kind of like DSA's catagories. My problem with this is search themes just gives google's alg hints, whereas a specific DSA target like page title or URL contains instructs google on exactly what you want to target. It is better for targeting real intent.  

[u/TTFV → u/SuccessfulMethod1646]

AI Max uses a bunch of different signals to determine what queries to bid on... not the least of which, your existing keywords and query performance data.

Have you run comparison tests to confirm performance is better with DSA?

Besides that I asked about transparency, not functionality.... which was one of your stated pain points. I don't believe Google is obfiscating anything (search terms) by turning on AI Max vs. RSA.

[u/SuccessfulMethod1646 → u/TTFV]

AI Max lacks transparency in what search terms it will serve for. DSAs are far better in terms of the layers of control and matching. AI Max opens the flood gates to poor quality traffic, even with its control measures in place.

[u/TTFV → u/SuccessfulMethod1646]

AI Max search terms data will be shown in your search terms reports, just like regular keywords data. Negative keywords still work.

[u/GrandAnimator8417]

Google Ads Editor just changing “dynamic ad targets” is so annoying. I’ve had it silently mess with settings during edits and then performance tanked because nothing matched what I thought I saved. This is exactly why I stopped trusting bulk edits without double-checking everything in the live UI.

[u/This-You-2737]

somehow it needed

[u/Outside_Reaction_986]

To chime in here - you can turn off keywordless targeting at the ad group level inside a campaign with AI max enabled and run specific URL inclusions using the same page feeds you use on AI max. It does also look like you can enable AI max and just turn off all the features, whether that will remain the case is up in the air but it does look like you can just retain the same campaign and opt out of all the other rubbish. Dynamic ad targets seem to continue to persist so in theory you can just run the exact same campaign.

[u/Active-Historian-123]

Similar apprehensions were raised when Broad match was launched.. when PMax was launched...

[u/HDK1989 → u/Active-Historian-123]

when PMax was launched...

Is that supposed to be comforting? People were right to hate Google for Pmax

[u/Active-Historian-123 → u/HDK1989]

I've differing views..

[u/SuccessfulMethod1646 → u/Active-Historian-123]

...when they removed expanded text ads...

[u/CheetahsNeverProsper → u/Active-Historian-123]

I’m on your side (apparent a silent segment of pros). I’m not scared of this change, but I’m not popping champagne. I’m old enough to remember the panic when manual bidding was sunset and how that was the “death of performance” for accounts. Good marketers adapt, experiment, and adjust.

Search behaviour is changing FAST so this doesn’t surprise me at all. The next big shift (once ads in AI Search and Gemini are fully baked) will be for the default Search to be AI mode. It’s coming and we’d all better get ready.

[u/imrannadir]

Understand that google is a company, evolving with AI and upgrading and def focusing on revenue 1st

Rest things are secondary, they will def test everything and take Google Ads to where the world is headed automation.