Dynamic Search Ads (DSA) are the secret weapon for Brisbane business owners who want to capture more traffic without spending hours on keyword research. Instead of you choosing keywords, Google uses your website's actual content to match search queries, automatically generating headlines that perfectly align with what the customer is looking for.
Why Dynamic Search Ads Matter
In the ever-changing Australian digital landscape, people search in unpredictable ways. DSA ensures that when someone searches for a specific product or service you offer—even if you haven't added that exact keyword to your account—your ad still shows up. This leads to higher click-through rates (CTR) and lower costs per acquisition (CPA) because the ads are hyper-relevant to the user's intent.---
Prerequisites
Before you begin, ensure you have the following:- A Google Ads account with admin access.
- A well-structured website with clear text content (Google needs to be able to 'crawl' and understand your pages).
- Conversion tracking set up (so you know which ads are actually making you money).
- A list of pages you don't want to advertise (e.g., 'Out of Stock' pages or 'Privacy Policy').
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Step 1: Create a New Campaign
Log into your Google Ads dashboard. Click the blue + button and select New Campaign. When prompted for a goal, choose Sales or Leads to ensure Google optimises for conversions.Screenshot Description: You should see a grid of campaign goals. Select the one that matches your business objective, then choose Search as your campaign type.
Step 2: Set Your Campaign Settings
Give your campaign a clear name (e.g., "DSA - All Products - Brisbane"). Under the Networks section, it is usually best practice to uncheck the 'Display Network' to keep your budget focused on high-intent searchers.Step 3: Access the Dynamic Search Ads Setting
This is the step most people miss because it’s tucked away. Scroll to the bottom of the Campaign Settings page and click Show more settings. You will see an option for Dynamic Search Ad setting.Click it, enter your website domain (e.g., www.yourbusiness.com.au), and ensure the language is set to English.
Step 4: Define Your Targeting Source
You have three options here. For most Australian small businesses, choosing "Use Google’s index of my website" is the fastest and most efficient method. If you are an advanced user with a massive inventory, you might use a Page Feed, but for now, let's stick to the index.Step 5: Set Your Bidding and Budget
Decide how much you want to spend daily. If you have conversion tracking installed, we recommend starting with Maximize Conversions.Pro Tip: Don't start with a 'Target CPA' immediately. Let the campaign run for 2-3 weeks so Google gathers enough data to understand who your buyers are before you start restricting the bid.
Step 6: Create Your Dynamic Ad Group
When you reach the Ad Group stage, change the 'Ad group type' from Standard to Dynamic.Step 7: Select Your Dynamic Ad Targets
This is where you tell Google which parts of your site to use for ads. You have three main choices:- All webpages: Best for smaller sites where every page is a sales opportunity.
- Specific webpages: You can target pages based on the URL (e.g., any URL containing "/services/") or page category.
- Page Title/Content: Target pages that have specific words in the title.
Step 8: Exclude the 'Fluff'
It is vital to exclude pages that won't lead to a sale. Go to the Dynamic Ad Targets tab, click Negative dynamic ad targets, and add URLs for:- Privacy Policy
- Terms and Conditions
- Careers/Jobs
- Blog posts (unless they are high-intent)
- "Out of Stock" pages
Step 9: Write Your Ad Descriptions
In a DSA, Google generates the Headline and the Final URL for you. You are responsible for writing the two Description lines (90 characters each).Since you don't know exactly which headline Google will generate, keep your descriptions broad but benefit-driven. Mention things like:
- "Family-owned Brisbane business"
- "Free shipping across Australia"
- "Over 15 years of experience"
- "Book your free consultation today"
Step 10: Add Ad Assets (Extensions)
Don't skip this! Add Sitelinks, Callouts, and your Business Phone Number. Assets make your ad physically larger on the screen and improve your Quality Score, which can lower your costs.Step 11: Review and Launch
Review your settings. Ensure your location targeting is set correctly (e.g., "Brisbane + 50km" or "All Australia"). Click Publish.---
Common Mistakes to Avoid
- Neglecting Negative Keywords: DSA can be broad. Check your 'Search Terms' report daily for the first week and exclude any irrelevant terms.
- Poor Website Content: If your website has very little text or uses images for text, Google won't know what to write in your headlines.
- Not Monitoring ROI: Just because it's automated doesn't mean it's 'set and forget'. Check your cost-per-lead regularly.
Troubleshooting
- Ad not showing? Check if your domain is verified and if Google has successfully crawled your site. New websites may take 48-72 hours to index for DSA.
- Low Traffic? Your targets might be too narrow. Try expanding from 'Specific Webpages' to 'All Webpages' while keeping your negative exclusions tight.
- Irrelevant Headlines? This usually means Google is pulling text from your website header or footer. Use 'Negative Dynamic Ad Targets' to exclude pages with thin content.
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