What Dynamic Search Ads are (and what they are not)
Dynamic Search Ads are a search format where Google matches a user’s query to the most relevant page on your site, then generates the headline dynamically. You still control the descriptions and the overall campaign strategy, but you are not building a traditional keyword list.
Think of DSAs as a coverage and discovery layer. They are not a replacement for your core Search campaigns where you need tight control over messaging, bids, and landing pages.
When DSAs are a strong fit
Large, complex or fast-changing catalogues
If you add or retire products regularly, DSAs reduce the manual effort of keeping campaigns in sync with your inventory.
Patchy keyword coverage
Most accounts under-invest in long-tail coverage. DSAs often find the queries that convert quietly in the background, especially for niche product variants and use-case searches.
Query discovery for growth
DSAs can surface new converting terms that you can later move into standard Search campaigns for better control and higher efficiency.
When DSAs can cause problems
Thin, duplicated or poorly categorised content
If your pages are repetitive or your taxonomy is messy, DSAs can send traffic to the wrong place and inflate your costs.
Indexing issues or parameter-heavy URLs
If internal search pages, filters, or tracking parameters are crawlable, DSAs can target them. That is a fast route to irrelevant queries and poor landing page experiences.
Promotional content that changes frequently
If your pages include short-lived promo copy as prominent text, relevance can drift. DSAs may match to pages for reasons that are no longer true for the user.
How to set up DSAs properly
Step 1: Clean up your website foundations
- Clear category structure and unique product copy
- Correct canonical tags and sensible indexation rules
- Fast, stable templates for category and product pages
- Accurate conversion tracking before you scale spend
Step 2: Use a page feed for control
If you want DSAs to behave, a page feed is your friend. Provide a list of eligible URLs and group them using labels (for example by category, margin tier, or season). This helps you avoid sending DSA traffic to pages you do not want targeted.
Step 3: Write descriptions that qualify clicks
You cannot control the dynamic headline, so your descriptions need to do the work. Add concrete buying reasons and the qualifiers that reduce wasted clicks:
- Delivery cut-offs, lead times, returns policy
- Price positioning, minimum order value, trade-only rules
- Trust signals such as reviews, warranty, accreditation
Step 4: Build a negative keyword system
Start with a baseline list for irrelevant intent (free, jobs, how to, manual, pdf, used, second hand). Then review the search terms weekly during launch, and at least fortnightly once stable.
Tip: Decide up front whether DSAs should run on brand terms. In many accounts, excluding brand from DSAs keeps reporting clearer and avoids internal cannibalisation.
Step 5: Give DSAs a clear role in your account
- Coverage: catch long-tail queries your keyword campaigns miss
- Discovery: find new terms to promote into manual Search
- Seasonal expansion: scale into new ranges quickly with a page feed label
How to judge success
Good DSA performance is not just low CPA. It is incremental conversions you would not have captured otherwise, with clean landing pages and minimal overlap with your best manual keywords.
- Are DSAs driving new search terms you can scale?
- Are they sending users to the right pages?
- Is spend stable without constant firefighting?
Need DSAs to work without the chaos?
Sculpt Digital can audit your site structure, build a controlled page feed strategy, and set up DSAs as an incremental growth layer rather than a budget leak.
