Dynamic Search Ads are Google Ads that pick which searches to appear for by reading your website, instead of using a keyword list you write.
A Dynamic Search Ad, or DSA, is a search ad that has no keywords. Google crawls your site, works out what each page is about, and matches searches to pages on its own.
Google also writes the headline for you, pulling it from the page it matched. You write the description line. The landing page is chosen automatically too.
[table]
| Dynamic Search Ads | Standard search campaign
What triggers the ad | Your website content | Keywords you choose
Who writes the headline | Google, from the page | You
Who picks the landing page | Google | You
How much control you have | Low. You steer with targets and negatives | High
Best use | Finding searches you have not thought of | Covering searches you already know
Main risk | Matching to pages you never meant to promote | Missing searches outside your list
[/table]
It finds the long tail you cannot write by hand.
Most B2B SaaS keyword lists cover the obvious terms. Product name, category name, competitor names. Real buyers often search in longer, stranger ways. They describe a problem in their own words, or use a phrase from their own industry.
DSA catches those. Then you read the search terms report, find the ones that convert, and move them into a normal campaign where you control the ad and the page. Treat DSA as a research tool that also brings in traffic, not as a set and forget campaign.
An uncontrolled DSA campaign will match your careers page and your privacy policy. Three settings prevent that.
Check the search terms report weekly for the first month. DSA needs more pruning early than any other campaign type.
Two mistakes come up again and again.
It is pointed at the whole website. The default is to target all pages. Within two weeks the campaign is spending on people searching for jobs at your company. Always narrow the target to specific pages.
Nobody reads the search terms report. DSA earns its place by showing you searches you did not know existed. If nobody exports that report and acts on it, you are paying for research you never read.
Run DSA as a small research campaign beside your main search campaigns, never instead of them.
Give it a modest budget, perhaps 10 to 15 percent of your search spend. Point it at your product pages. Exclude everything else. Then work the search terms report every week.
When you find a search that converts, graduate it. Move it into a standard campaign as an exact match keyword, with an ad you wrote and a page you chose. Our guide to PPC keyword research covers how to build that list out. The campaign itself is the net. The keywords you pull out of it are the catch.
Google crawls your website, works out what each page covers, and shows your ad when someone searches for something that matches a page. It writes the headline from that page and sends the click there. You only write the description line.
Yes, as a research campaign with a small budget. They find long tail searches your keyword list misses. They are a poor choice as your main campaign because you give up control of the headline and the landing page.
Target specific pages rather than the whole site. Add exclusions for careers, about, privacy, terms and support pages. Apply your shared negative keyword list. Then check the search terms report weekly for the first month.
No. Google generates the headline from the page it matched. You control the description line, the page targets and the negatives. That is why DSA suits research rather than your core campaigns.
DSA runs on Google Search only and matches using your website. Performance Max runs across Search, YouTube, Display, Gmail and Maps using audience signals and assets. DSA is narrower and easier to control.
ScalixAI is a performance-driven Google Ads agency specializing in helping high-growth, AI-first companies scale with predictable, profitable customer acquisition. Founded by an ex-Googler with 9 years of insider advertising experience, we manage the entire Google Ads lifecycle—from campaign strategy and account setup to conversion tracking, analytics, and ongoing optimization. Our data-centric, AI-powered approach ensures you know exactly which campaigns are working, why they’re working, and what to do next to outpace your competitors.ScalixAI is a performance-driven Google Ads agency specializing in helping high-growth, AI-first companies scale with predictable, profitable customer acquisition. Founded by an ex-Googler with 9 years of insider advertising experience, we manage the entire Google Ads lifecycle—from campaign strategy and account setup to conversion tracking, analytics, and ongoing optimization.
Most clients see performance stabilize by month three. Google Ads isn’t a slot machine—it takes time to compound.
No. We work month-to-month. All we ask is that you give us three months to prove the results.
While Google Ads is our entry point, we also support LinkedIn Ads, Reddit, and X campaigns when needed.
The CRO audit covers your landing pages, CTAs, forms, and overall user flow. We’ll flag what’s holding back conversions and recommend fixes. If changes require design or dev resources, we’ll hand over clear action steps for your team, so you know exactly what to adjust.
As an ex-Googler, I know which recommendations are useful, and which are just there to hit Google’s internal targets. We’ll filter their advice for you, implementing only what actually helps us hit revenue goals.
Weekly reports show spend, conversions, CPL/CPA, and how we’re tracking against projections. “Good” means campaigns are meeting efficiency targets. “Scalable” means we can push budget and expect the same or better efficiency without breaking ROI.