Google Ads · Status at source date: Original timetable superseded
Google’s original September 2026 DSA upgrade plan has been superseded
The April coverage and images show a superseded DSA plan. Google's 11 June update moves the start of automatic DSA upgrades to February 2027. Automatically created assets and campaign-level broad match remain on the September 2026 timetable.
What changed
Google published the original announcement on 15 April 2026 with a byline from Brandon Ervin. It placed Dynamic Search Ads, automatically created assets and campaign-level broad match on a September 2026 automatic-upgrade timetable. An explicitly dated 11 June update changed the DSA schedule: its sunset and automatic upgrades will begin in February 2027. The same update keeps September 2026 for the other two features.
Brandon Ervin is the author of Google's article; Google is its publisher. Ginny Marvin wrote the separate linked announcement post and remains the contributor credited in the 20 April newsletter. These roles are recorded separately. This page retains its original April coverage date and existing identity. It corrects historical coverage, rather than presenting the June change as a new September announcement.
The revised date describes when DSA upgrades begin. It does not establish an exact day in February, a completion date for every account or an account-specific migration appointment. Earlier September wording still appears elsewhere in Google's article, so its dated June update is the controlling schedule evidence. Check the current announcement and notices in the relevant account when planning work.
The archived images accompany the superseded April plan and must not be used as evidence of the current DSA timetable. Their original visual creators remain unverified; the newsletter is the source through which they were retained. The existing June follow-up is included in the source links below so readers can move from the historical article to that later coverage.
Separate the inventory of legacy features before assigning a migration date. An account may use more than one of them, and the later DSA timetable does not postpone the September changes to the other two. Record settings and exclusions for review, agree who owns the migration check, and compare the resulting configuration. These are planning suggestions, not evidence of a tested migration or unchanged account behaviour.
Why it matters for advertisers
Using one deadline for all three features can send teams toward the wrong priority. Review the features actually enabled in each campaign and keep the DSA work separate from September changes. A later start date gives planning time; it does not prove that existing exclusions, creative controls or reporting will carry over unchanged.
What to check next
- Use February 2027 as the announced start month for DSA automatic upgrades.
- Keep September checks for automatically created assets and campaign-level broad match.
- Verify current account notices before scheduling a migration.
Sources & contributor credit
- Official announcement with dated update · Brandon Ervin, Google
Bylined author: Brandon Ervin. Publisher: Google. The explicit update dated 11 June 2026 moves the start of DSA sunset and automatic upgrades to February 2027; ACA and campaign-level broad match remain September 2026. Checked 12 September. No individual profile URL is established.
- Linked announcement postGinny Marvin
Author of the separate post about the original announcement, which links to the Google article. Also the contributor credited by the historical newsletter. The exact source-post publication date is not independently confirmed.
- Newsletter coverage · Paid Media Collective newsletter
Historical April coverage and Ginny Marvin contributor credit preserved. Archived images refer to the superseded DSA plan. Paid Media Collective is the curator; original visual creators are unverified.
- Existing follow-up coverageRead the June follow-up
Existing Paid Media Collective article covering the June timetable change. Retained as a follow-up link, not used to replace the controlling Google source or to infer an exact publication timestamp.
Original creator unverified
Credits reflect the editor's latest changes. Original authorship has not been independently verified for this version.
Attribution evidence and limitations
Full attribution review pending.
A source link alone does not establish original authorship.
Original image and video creators have not yet been verified.
- Published on this site
- Article updated
This update reflects the dated source reporting. Availability may have changed. Further coverage of this same development will be added to this page.
Original newsletter text and archive evidence
Dynamic Search Ads to automatically upgrade to AI Max in September 2026
Google has announced that AI Max for Search campaigns is moving out of beta, with three legacy features: Dynamic Search Ads, automatically created assets, and campaign-level broad match: set to automatically upgrade to AI Max starting in September 2026. Voluntary upgrade tools are rolling out now, allowing advertisers to transfer settings and data into new standard ad groups before the forced migration. AI Max builds on DSA with text guidelines for AI-generated assets, brand and location controls at ad group level, consolidated keyword and landing page targeting in a single ad group, and access to detailed asset and search term reports. From September, new DSA campaign creation will no longer be available via Google Ads, Google Ads Editor, or the Google Ads API.
For you, this means migrating voluntarily now rather than accepting whatever default configuration the automatic upgrade applies: particularly for accounts with URL exclusions, page feed configurations, and precise ad copy controls that need to be deliberately carried across.
Source captured . No explicit first-contributor label was provided for this update.
