Dynamic Search Ads.

Dynamic Search Ads (DSA) use Google's crawl of an advertiser's website — or a product feed — to automatically generate ad headlines and match queries without requiring keyword lists. The ad description is written by the advertiser; the headline and landing page are chosen dynamically by Google.

DSA Targets

Instead of keywords, DSA campaigns use targets: the entire website, specific URLs, page titles, or page content categories. Targeting the entire site maximizes coverage; targeting specific URL paths is useful for product-category-level campaigns.

Use Cases

DSA is valuable for large e-commerce sites with thousands of product pages that would be impractical to keyword-target manually. It also serves as a discovery tool — DSA search term reports reveal queries that convert and can be promoted into exact-match keyword campaigns.

Overlap With Performance Max

PMax campaigns include a DSA-equivalent targeting layer. If both PMax and DSA campaigns are active, PMax takes priority for most queries. Many advertisers phase out standalone DSA campaigns after migrating inventory to PMax.