Google documented two ways to test AI Max against Dynamic Search Ads in experiments

Google published guidance for running a Google Ads experiment that pits AI Max against Dynamic Search Ads, using either a custom experiment or an experiment template. It matters because DSA is being retired in favour of AI Max, and this is the sanctioned way to measure the swap before it is forced.

Two methods:

1. Custom experiment: expand the DSA settings while the campaign is still a draft and choose "Upgrade campaign" to convert the test campaign to AI Max before launch.

2. Experiment template: Campaigns > Experiments > Campaign Features > AI Max for Search Campaigns.

Limits worth knowing:

• Campaigns made up entirely of dynamic ad groups cannot use the templated route.
• In mixed campaigns, only the non-DSA ad groups upgrade to AI Max in the treatment arm, so a mixed-campaign test is not a clean read on DSA versus AI Max.
• Context: Dynamic Search Ads auto-migration to AI Max is scheduled for February 2027, so there is time to test rather than accept the default.