Dynamic Search Ads (DSA) generate the headline and landing page automatically by matching searches to the content of your website, rather than to keywords you chose. They fill gaps in keyword coverage but need tight controls to stay on-intent.
How they work
Instead of bidding on keywords, DSAs let Google crawl your site (or a page feed) and match relevant searches to the most fitting page, writing the headline dynamically. They are good at catching long-tail queries you never thought to add.
The control problem
Because targeting is driven by page content, DSAs can match off-intent searches and burn budget fast. They need aggressive negative keywords, page-feed scoping, and regular search terms report review. Used loosely they leak; used tightly they are a useful coverage layer.