The Dynamic Search Ads timeline changed again on June 11, 2026. Google updated its official AI Max transition post and said the Dynamic Search Ads sunset and auto-upgrade timeline is being extended, with DSA auto-upgrades now beginning in February 2027 instead of September 2026.

What changed on June 11, 2026

Google says advertisers needed more time to complete the transition, so Dynamic Search Ads now have a longer runway. But the same update also says campaigns using Automatically Created Assets and campaign-level broad match settings will still begin auto-upgrading in September 2026.

Why this matters

If you read earlier guidance and assumed everything moved at once in September, the new timeline changes the priority order. The pressure is lower for classic DSA specifically, but not for every related automated search setting.

• You have more time to review DSA campaigns on purpose instead of rushing.
• You still need to audit landing pages, tracking, and campaign structure before September if ACA or campaign-level broad match are in use.
• This is a reminder to treat Google’s automation timelines as moving parts, not one-and-done announcements.

What small businesses should do now

1. Identify which campaigns still use Dynamic Search Ads.
2. Check whether Automatically Created Assets or campaign-level broad match are active anywhere else.
3. Export current performance so you have a clean baseline before future changes.
4. Review whether your website pages are clear enough to support more automated matching.

What CodeForce would focus on first

We would still start with the site and the lead path. If Google is leaning harder on automation, your landing pages, offers, and conversion tracking have to be easier to understand. That is usually a better investment than reacting only inside the ad dashboard. If you need help sorting the account and the website together, start with business tech services or a quick strategy call.

FAQ

Did Google cancel the AI Max transition?

No. The June 11 update extends the DSA sunset timeline, but Google still says related automatic upgrades for some features start in September 2026.

Does extra time mean I can ignore this for now?

Not really. Extra time is most useful when you use it to clean up pages, tracking, and campaign structure before changes become urgent.

Bottom line

The Dynamic Search Ads timeline is longer than it looked on June 2, but the work is still worth doing now. The safest move is to use the extra time to simplify your campaigns while you still control the pace.

Source: Google Ads: We’re upgrading Dynamic Search Ads to AI Max (updated June 11, 2026).