Is AI Max replacing Dynamic Search Ads?
Yes. Google is deprecating Dynamic Search Ads and folding the technology into AI Max. From September 2026, campaigns using DSA, automatically created assets and campaign-level broad match are being auto-upgraded to AI Max, with your legacy URL controls preserved.
Does AI Max actually work?
Google claims up to 14% more conversions at a similar CPA, rising to 27% for exact and phrase-match-heavy accounts, with retail excluded from the 14%. In practice it is more mixed: it performs for that specific profile and tends to inflate cost outside it, and in our own accounts so far the results have been underwhelming.
When is AI Max worth testing?
When your campaigns are exact and phrase-match heavy with untapped query volume, you have 100+ conversions a month, a budget around 15x your target CPA (roughly $750/day, not Google’s $50 minimum), and a team that will audit the search-term report.
Can I opt out of AI Max?
Yes. You can toggle off the whole suite, or opt out of individual features (search-term matching, text customisation, final URL expansion) one at a time. With the September auto-upgrade coming, decide deliberately rather than letting it default on.
What is the biggest risk for lead-gen businesses?
Conversion tracking. Without offline or CRM data feeding back to Google, AI Max optimises for form submissions regardless of quality, so your cost per lead can fall while your cost per qualified lead rises. Get offline conversion import in place before you test.
About the figures: the 14% and 27% claims and the September 2026 auto-upgrade are Google’s own announcements, worth confirming at publish time since this area is moving fast.
The thresholds, recommendations and performance observations here come from Digital Nomads HQ’s own account management.