What are dynamic search ads (DSA)?

Dynamic Search Ads (DSA) are search ads where Google picks the headline and the landing page based on the content of your website. You write the description yourself and Google matches searches to suitable pages. They are mostly useful for sites with many pages or a changing range of products.

Why are dynamic search ads (DSA) important?

Scale: you cover many pages without choosing keywords for each one.
Coverage: you catch searches that are not on your keyword list.
Less manual work: the headlines follow your website automatically.

Examples of dynamic search ads (DSA)

A store with thousands of products lets Google build headlines from the product pages.
A plumber lets “replace radiator” match the right service page.
A software company with many feature pages covers searches for individual features.

How do you deal with Dynamic Search Ads (DSA)?

Google is converting DSA campaigns to AI Max for Search in 2026: automatic conversion starts in September 2026 and new DSA campaigns can no longer be created after that. If you run DSA now, exclude pages and searches that do not fit and check how the conversion affects your account. See Google Ads campaigns.

Dynamic Search Ads (DSA)