Google's DSA Sunset: Transitioning to AI Max for Search
Search Engine Land5h ago·1 min readAdvertising
AI Summary
Google is phasing out standalone Dynamic Search Ads (DSA) campaigns, with automatic migration to Performance Max (AI Max) beginning in February 2027. While DSA has been valuable for identifying non-brand search terms and site categorization, AI Max offers a more integrated approach using multiple targeting signals beyond just the website.
⚡ Marketer Insight
The shift from DSA to AI Max signals Google's continued push towards AI-driven campaign management, requiring advertisers to adapt their strategies for a more holistic targeting model that leverages broader user intent signals.
#google ads#dsa#performance max#ai advertising
Original article
Search Engine Land