TLDR Tech / Marketing
DSA Upgrade to AI Max: What Advertisers Need to Know
Google will automatically upgrade Dynamic Search Ads and campaign-level broad match to AI Max starting in September, with early migration tools available now. AI Max is not a new campaign type but a suite of features within Search campaigns that combines dynamic site matching with broader AI-driven query matching, text optimization, and landing page selection. Advertisers who used DSA as a catch-all discovery layer will need to shift toward more deliberate campaign structures since AI Max rewards clean site architecture and strong landing pages over manual keyword builds.
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