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Find out what exactly needs to be done to protect your targeting.
Google is definitively turning off classic Dynamic Search Ads (DSA) and transitioning them to the new AI Max system. If you aren’t careful with the new automatic settings, the system can easily break your precise targeting for specific products and spend your budget where you don’t want it to.
There is a lot of different information circulating about this, so let’s look at what is actually happening in a clear, straightforward manner – the real timelines, and how we at BlueWinston have ensured that your campaigns will run without downtime or loss of control.
When is it actually being turned off?
Pay close attention to the dates—they have shifted compared to original plans.
September 2026 – DSA has not been turned off yet. Auto-migration during this period applied only to ACA (automatically created assets) and campaign-level broad match.
- February 2027 – This is the actual sunset date and auto-migration deadline for all remaining DSA campaigns to AI Max.
What “DSA Sunset” means in practice
DSA is not a standalone campaign type. It is simply a standard Search campaign with a dynamic ad group type. Google is deprecating this specific structure.
What is actually happening under the hood:
The campaign remains Search: AI Max is merely an “overlay” on an existing campaign.
End of dynamic ad groups: Your dynamic ad groups will be converted into standard ad groups.
DSA transitions to RSA: Existing dynamic ads will change to responsive search ads (RSA). Google will generate the necessary assets, submit them for policy review, and pause the old DSAs only after the new RSAs are approved. This runs in parallel, ensuring you don’t lose auction presence.
In the BlueWinston tool, watch out for…
Automatic enabling of “Final URL Expansion”
During auto-migration, Google enables AI Max with its default settings by standard. It automatically activates search term matching, text customization, and above all, Final URL Expansion.
And this single default parameter is the main stumbling block. If left enabled, it would completely break the core foundation of your BlueWinston campaigns: 1 ad group = 1 product = 1 URL. If Google starts automatically expanding URLs, you will completely lose control over where your ads actually lead and which landing pages are burning your budget.
How we handle it and why you can stay calm
To protect your campaigns from this risk, we are not leaving anything to Google’s automation and are taking a proactive approach.
Proactive locking of expansion
We have configured it so that “Final URL Expansion” is strictly turned off right from the very start of our collaboration. As a result, your campaign will not enter an unprotected state even for a second. When you open the setup wizard in BlueWinston, you will see the Final URL Expansion setting locked (read-only) with a clear status: “always off”.
Your precision and control remain intact
The mechanism we use to maintain precise targeting works seamlessly within the new structure as well. URL control will be handled via WEBPAGE criteria at the ad group level – the exact same principle we currently enforce via “URL CONTAINS”.
Our “1 product = 1 URL” model is therefore 100% replicable even on the new standard ad groups required by AI Max.
Summary?
For you, this means only one thing:
we will fully handle the technical transition of the entire structure!
Your campaigns will remain just as precise, deterministic, and targeted to specific products as they have been so far. We are using the time leading up to February 2027 to ensure everything under the hood of our tool operates flawlessly. You don’t have to worry about any disruption to your existing structure.
