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A U-Turn On DSA Creation
Earlier this year, Google signalled that DSA was nearing the end of its lifecycle. The latest announcement suggests a more gradual approach.
From 15 June 2026, advertisers will once again be able to create new DSA campaigns. Existing campaigns can also continue running throughout the extended transition period.
The decision gives advertisers a chance to keep using a familiar campaign type while evaluating newer options. For businesses that rely heavily on DSA for long-tail search traffic, that extra flexibility may be welcome.
Why Google Is Moving Away From DSA
Dynamic Search Ads have been part of Google Ads for years. Instead of relying solely on keywords, they use website content to determine which searches may be relevant and where users should land after clicking an ad.
Google is now steering advertisers towards newer campaign types that combine automation with AI-powered bidding and targeting features. These include AI Max for Search as well as Search campaigns using broad match and Smart Bidding.
The company says these newer formats are better suited to how Search advertising is evolving.
What Advertisers Should Do Next
Although the deadline has been pushed back, Google is not advising advertisers to wait until 2027.
Instead, the company recommends reviewing active DSA campaigns now and beginning controlled testing of alternative campaign types.
One option is to run experiments that compare existing DSA campaigns with AI-powered Search campaigns. This allows advertisers to measure performance differences before making larger changes across their accounts.
Google also plans to offer voluntary migration tools inside Google Ads. According to the company, these tools are designed to simplify the transition while preserving historical reporting data.
The New Timeline
Google has published an updated schedule for the DSA transition:
| Timeline | What Happens |
|---|---|
| 15 June 2026 | The creation of new DSA campaigns is restored |
| June 2026 – January 2027 | Testing and voluntary migration period |
| January 2027 | Creation of new DSA campaigns will be removed again |
| February 2027 | Automatic migration of remaining DSA campaigns begins |
At that point, Google says any active DSA campaigns left in accounts will be automatically upgraded to Performance Max or AI-powered Search campaigns.
What This Means For E-commerce Teams
For e-commerce marketers, the announcement removes some immediate pressure.
Many businesses were preparing for a September migration and planning for the busiest retail period of the year. The revised timeline provides additional breathing room to test campaign structures, compare results and make changes before automation takes over.
The delay does not change Google’s long-term direction. DSA is still being phased out. What has changed is the pace. Advertisers now have several extra months to decide how they want to handle the move and to gather enough data before the automatic migration begins.
