Dynamic Search Ads - When, Why, and How to Use DSA?

Dynamic Search Ads - When, Why, and How to Use DSA?

Dynamic search ads are auto-generated by Google Ads and Microsoft ads and appear in the search results when users search for a related term on the internet.

By: Mussarat Nosheen | 4 mins read
Published: Dec 6, 2023 12:12:44 AM | Updated: Apr 19, 2024 12:47:00 AM

Are you looking to tap into the untapped with the dynamic search ads but don’t know if this is the answer?

You are not alone. 

Isn’t it great that when internet users search for a term that matches your product or service, Google shows them an ad to direct them to your website? 

The DSA incorporates the search terms and your product or service-related keywords to generate a tailored ad for a specific user. 

Sounds amazing.

But what exactly are dynamic search ads? And more importantly, how do you know when to use DSAs?

Let us explain this in our blog in detail. 

What are Dynamic Search Ads?

Dynamic search ads (DSAs) are automatically generated by the content from your website and displayed in search engine results. 

Search engine crawlers scan your website, look for user queries, match your products to their searches, and tailor an ad to match their searches with your products, using content from your website.

It is a great way to fill in any keyword gaps in your ad campaigns and package your products and services into something the users are already looking for.

You will find dynamic search ads for two search engines.

Download our complete Digital Experience Workbook to get more details.

Related Reading: Apple Search Ads

How do Dynamic Search Ads Work?

Dynamic search ads have two parts. 

  • Headline - is generated by the DSAs employing Artificial Intelligence. 

Terms searched on the search engines are used to select a landing page with a title and oft-used phrases closely matching the search. 

The new heading generated for the dynamic search ad connects the user query to the solution on your website. 

  • Ad body - The ad body comprises the text on your landing page. 

So, how do the dynamic search ads work?

Search engine crawlers scan your website, its content, HTML tags, and everything. 

Users go to these search engines to look for products and services. So, they have a rich repository of in-demand keywords.

These two data sets help it identify the keyword gap to address in your existing campaigns. 

And fill these gaps with their targeted ad headlines and content on your landing pages. 

If the content on your web pages is up to the mark, with organized data and clear, creative content, these ads are likely to drive sales.


For Google Ads, users get an auto-generated dynamic headline and enter their description for the ad copy. 

On the other hand, both the headline and body are dynamically generated in the case of Microsoft ads. 


Why Use Dynamic Search Ads?

Before we explain how to set up dynamic search ads, let us explore why you should use them. 

Easy to set up

Dynamic search ads are simple and easy to set up

Unlike traditional marketing campaigns, you do not spend considerable time looking for all the feasible keywords for your ad copy when creating a DSA

Or spend considerable time crafting the perfect ad copy and selecting bids. 

And for these very reasons, DSAs are also huge time savers

Scale Your Marketing Efforts 

DSAs are perfectly suitable for advertisers dealing with large inventories

Create your manual ad campaigns as usual and then complement those efforts with DSAs

The keywords targeted in your regular campaigns and the ones covered in the Dynamic Search Ads can improve your campaign reach.

Also, because they are search ads and appear because someone is looking for those terms, your chances of click-through can increase considerably. 

Fill in the Keyword Gap

DSAs offer the benefit of filling in the keyword gap that could otherwise go unnoticed and highlight high-performing keywords.

Mine the keywords for deployment in the manual ad copies in future campaigns for further optimization. 

How to Set up Dynamic Search Ads?

Follow the steps below to set up dynamic search ads in Google Ads.

  • Go to the Google Ads account, click the Campaigns icon, and from the drop-down, click Campaigns.

Create a new campaign in Google Ads to create Dynamic Search Ads


  • In campaigns, click the plus icon and select New campaigns.
  • Begin by choosing the objectives for your ad campaign. You may also select Create a campaign without a goal

Create goals for your dynamic search ads in Google Ads


  • Under the option Select the results you want to get from this campaign, check the boxes next to the desired actions, input the required information, and hit Continue.

Select the results you to get from this campaign while creating a Dynamic Search Ad in Google Ads

  • When selecting the campaign type, choose Search, as DSAs are search ads.

Choose the campaign type as Search for the Dynamic Search Ads


  • In the Bidding section, select your bidding strategy, enter the bid limit and budget, and click Save and Continue.
  • In Campaign Settings enter the necessary information for your campaign like location, audience segment, and languages.
  • Scroll down and check the box next to the Dynamic Search Ads setting. If the option is otherwise not visible, click More settings
  • In the Dynamic Search Ads settings enter your website domain, select language, and click Next

Proceed to the Create ad group section for your dynamic search ads. 

Create a Dynamic Ad Group

  • Click Create ad group and then choose Dynamic ad group.
  • Next, select your Dynamic ad targets (categories recommended for your website, specific webpages, or all webpages). 
  • Google Ads will auto-generate headlines from your web content, enter captivating descriptions into the Description box, and click Done when finished.

And you are done. Congratulations! You just created your dynamic search ad. 

When to Use Dynamic Search Ads?

Now that you know how to set up your dynamic search ad campaigns, it is time to learn when it is a good idea to use DSAs. 

Use dynamic search ads when;

1. Creating Ad Campaigns for Extensive Product Inventory

DSAs are complimentary to the manual ad campaigns. 

First, you need to create keyword-based ads for your products or services to target possibly qualified clients. 

Dynamic search ads only become feasible when you have considerable product inventories, and the average advertisement cost can tolerate the additional investment. 

2. You Have a Well-Structured Website 

Dynamic search ads work for websites with apt HTML titles, clearly written content, and organized data. 

Remember, DSAs rely on their ability to recognize themes and terms and use AI to generate suitable headings for your ad copies.

You cannot generate dynamic search ads in Google Ads if your website format is incompatible with DSA Google Ads.

Similarly, poor keyword optimization will result in poor-quality ads or matching the ads with less relevant user queries. 

Also, the more well-defined, neatly crafted, and optimized your web content is, the easier it is for Google ads to generate ads that produce results.

Review your search terms reports to ensure you have optimized your web pages for the right keywords. 


Dynamic search ads (DSAs) are auto-generated ad copies displayed in the internet search results. 

Google Ads scans your website for the products or services, their web content, and the keywords users search for. 

Employing the power of AI, Google ads (and Microsoft ads) generate a dynamic ad that directly addresses the user search in the ad heading, inviting users to the relevant landing page.

DSAs are simple, easy, and quickly created and deployed. Also, they complement the manual ad campaigns to increase the reach of a marketing campaign. 

To create a dynamic search ad in Google Ads, you select Search as the type of ad.

Then, select the appropriate settings in the Campaign Settings and create a dynamic ad group to write the description and publish the ad. 

These are most suited to businesses with considerable inventories, organized websites with well-written HTML page titles, and formats compatible with Google Ads. 

Like what you read? Learn more about digital analytics in our blog here.