Dynamic Search Ads
Also known as: DSA
In short
Search advertisements that use website content to match searches and generate relevant headlines and landing-page selections.
Dynamic Search Ads, or DSA, use website content to help connect searches with relevant advertisements. In Google’s implementation, the system selects a landing page and generates a headline from the site’s content, while the advertiser supplies descriptive copy and targeting controls.
How website targeting works
Advertisers select eligible pages or groups of pages, including through page feeds and URL-based targeting. The content and titles of those pages help the system understand which searches and headlines are relevant.
This makes website quality part of advertising control. Clear page titles, accurate product information, and appropriate exclusions matter because the system uses that material when building the advertisement.
As of November 2026, Google has announced that automatic upgrades from DSA to AI Max will begin in February 2027. The mechanism described here therefore needs to be read alongside that published transition schedule.
Illustrative example
A retailer selects pages for its camping accessories and excludes unrelated editorial pages. A relevant search can lead to a dynamically selected product or category page with a generated headline.
This is an illustrative workflow, not approval of every generated message. Review search terms, destinations, and the site’s wording. The advertiser remains responsible for the final advertisement, and a page being technically crawlable does not make it a suitable advertising destination.