E-commerce
September 18, 2026
Wondering how to automate your product ads with Google Ads? Dynamic search ads are the answer: they allow Google to automatically target your product pages and generate relevant ads, without entering hundreds of keywords. This is a considerable time-saver for e-commerce merchants, especially when the catalog exceeds a few hundred items.
Be careful though: without a well-thought-out targeting and exclusion strategy, these ads can attract unqualified traffic. They must therefore be configured with care to get the most out of them.
So how do you automate your product ads with Google Ads? On the agenda:
Why use dynamic search ads for your e-commerce?
How to target the right product pages?
What bids and exclusions to make your campaigns profitable?
How does Qstomy complement Google Ads automation?
What checklist before launching your dynamic search ads?
Let's go.
Summary
Why automate your product ads with Google Ads?
E-commerce sites often have hundreds, or even thousands, of product pages. Creating keyword-based ads for each page is laborious, sometimes even unrealistic. This is exactly the problem that Google Dynamic Search Ads solve.
With this format, you tell Google which pages and topics to target on your site. Google then takes care of displaying relevant ads based on users' searches. The result: you cover your entire catalog without manual effort.
This automation is particularly useful for merchants who regularly add new products. It ensures that every new page can be promoted without additional intervention. You save time, and you no longer leave any relevant search query unanswered.
Additionally, dynamic ads adapt to seasonal variations and search trends. They allow you to stay competitive without having to constantly monitor your campaigns. This is a strategic asset for small marketing teams.
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How do Google dynamic ads work?
Dynamic ads work without keywords, just like Google Shopping campaigns. Where a Shopping campaign targets product groups, a dynamic ad targets web pages. Google matches the user's query to the most relevant page on your site.
To do this, Google uses its crawling technology, the same one used for its search engine. It indexes your pages, analyzes their content, and then decides which page to display for which query. You don't have to guess the keywords: Google takes care of it.
In practical terms, if a user searches for "oval coffee table", Google can display an ad leading to the corresponding product page on your store. The ad headline is dynamically generated from the page's content, while you only provide the description lines.
This approach is ideal for constantly evolving catalogs. It reduces management time and allows campaigns to be launched quickly, even without advanced expertise in paid search.
Which dynamic targets should you choose for your product pages?
Google allows you to select several types of dynamic targets on your site. You can choose from:
Categories defined by Google: Google groups your pages by theme, such as "oval coffee tables."
Pages by content: all pages containing a specific word, for example "oval."
Pages by title: pages whose title contains a given term.
Pages by URL: pages whose URL contains a string of characters.
All pages: your entire site, to be used with caution.
Each target must be unique to an ad group. For example, create an "oval coffee tables" group with the URL target containing "oval." This will allow you to manage specific bids for this category.
This granularity allows you to optimize each segment of your catalog and allocate your budget where it is most profitable.
Concrete example: a campaign for oval coffee tables
Let's take a concrete example: you sell oval coffee tables. To launch a dynamic campaign, you define a target on pages whose URL contains "oval". You place this target in a dedicated ad group, named "oval coffee tables".
This ad group can then have its own bidding strategy, manual or automated. You can thus adjust bids based on the performance of this specific category, without impacting the rest of your campaigns.
The ad itself is generated by Google: the headline comes from the page content, for example "Tuller Oval Coffee Table". You only provide the descriptions. Google also chooses the final URL and the display URL, which further simplifies creation.
This automation saves you valuable time while maintaining consistency between your ads and your landing pages.
Why dynamic ads complement your classic campaigns
Even with very comprehensive keyword-based campaigns, it is impossible to cover all the queries that internet users might enter. Consumers use new phrasing every day, and your catalog is constantly evolving.
Dynamic ads fill these gaps. They capture unknown queries that you have not anticipated, which could nevertheless correspond to your products. This is a valuable safety net to ensure you do not miss any sales opportunities.
Furthermore, these ads are an excellent keyword research tool. By consulting the search terms report, you can discover which terms trigger your ads. You can then isolate the best-performing ones into dedicated campaigns, with specific ad copy and extensions.
This strategy allows you to expand your reach while refining your understanding of your customers' search intent.
How to use the search terms report to improve your campaigns?
The search terms report is a goldmine. It shows you exactly which terms triggered your dynamic ads. You can then identify queries that convert well and group them into separate ad groups.
For example, if the query "oval coffee table" and its variations perform well, create a dedicated campaign with customized ads and tailored extensions. This will improve your click-through rate and quality score, while reducing costs.
This approach allows you to continuously refine your strategy. Dynamic ads serve as a testing ground, and the results feed into your traditional campaigns. It is a virtuous cycle that maximizes your return on investment.
By regularly analyzing this data, you stay tuned to trends and can react quickly to changes in consumer behavior.
Which bids to make your dynamic ads profitable?
Dynamic ads are generally cheaper than keyword-based campaigns. Therefore, you can set lower manual bids. A good practice is to start at half of your usual bids.
If you bid an average of €1 in your other campaigns, start at €0.50 for your dynamic ads. This cautious approach limits spending while testing performance. You then adjust based on the results.
For automated bidding, aim for a higher return on ad spend (ROAS) or a lower cost per acquisition (CPA). This ensures that dynamic ads remain profitable, even if they sometimes generate less qualified traffic.
Feel free to test different bidding strategies to find the one that best matches your growth objectives.
How to avoid irrelevant clicks?
Dynamic ads can attract irrelevant clicks. Google sometimes displays your ads for queries that are too broad or have no direct connection to your products. The goal is to reduce this portion of traffic to a minimum.
To achieve this, use lower bids, a higher target ROAS, or a lower CPA. These settings discourage Google from showing your ads for queries that are unlikely to convert. This way, you maintain control over the quality of your traffic.
Regularly monitor the search terms report to identify irrelevant terms. Add them as negative keywords to permanently exclude them. This vigilance is essential to maintaining the performance of your dynamic campaigns.
By constantly refining your targeting, you improve the relevance of your ads and increase your chances of conversion.
Why are negative keywords essential?
Negative keywords are essential in dynamic search ads. They work just like in classic campaigns: they prevent your ads from showing for irrelevant queries. Identify them in the search terms report.
Remember to add the exact match versions of broad keywords as negatives. For example, for oval coffee tables, the word "tables" is too generic. Add "tables" as a negative to prevent your ads from showing for this broad query.
This practice refines your targeting and improves your click-through rate. It also reduces wasted spend. Regularly monitoring queries allows you to enrich your negative list and optimize continuously.
By building a strong negative list, you protect your budget and ensure your ads are only shown to users who are most likely to buy.
Which pages should be excluded from your dynamic ads?
In addition to negative keywords, you can exclude entire pages from your dynamic ads. These are called negative dynamic targets. You tell Google which pages to never use for your ads.
Common exclusions for e-commerce include blog posts, privacy policy pages, FAQs, and contact pages. These pages are rarely designed to convert, even though they can be useful for remarketing.
By excluding these pages, you focus your ads on high-potential product pages. This improves the relevance and effectiveness of your campaigns. Take the time to define these exclusions right when creating your campaign.
This step is crucial to avoid wasting your budget on pages that do not generate sales.
How does Qstomy complement Google Ads automation?
Dynamic ads attract visitors, but the final conversion depends on the experience on your site. This is where Qstomy, the Shopify AI agent that guides your customers towards purchase, comes in. It complements Google Ads automation by optimizing each step of the journey.
Qstomy offers personalized recommendations, upsell and cross-sell suggestions, and helps fill the cart. It also handles parcel tracking and customer service, reducing repetitive questions and improving customer satisfaction.
By combining dynamic ads to attract traffic and Qstomy to convert, you maximize your return on investment. More than 100 merchants are already using Qstomy to boost their sales. Find out how to increase your sales with smart product recommendations.
With Qstomy, each visitor receives a personalized experience, which increases conversion chances and builds customer loyalty.
What is the checklist before launching your dynamic ads?
Before launching your dynamic ads, check the following points:
Structure: create ad groups by product category, with unique targets.
Bidding: start with low manual bids or a strict ROAS/CPA.
Exclusions: add negative keywords and negative dynamic targets.
Tracking: set up the search term report to analyze performance.
Conversion: ensure your product pages are optimized to convert.
In short: Google dynamic search ads are a powerful tool for automating your catalog advertising. They cover unknown search queries, reduce costs, and serve as a keyword source. With well-thought-out exclusions and bidding, they become a reliable growth driver.
FAQ
Are dynamic search ads suitable for small catalogs? Yes, but they are especially useful for catalogs with over 100 pages. For small catalogs, a classic campaign may suffice.
Should dynamic search ads be used alongside classic campaigns? Absolutely. They cover missing queries and feed your classic campaigns with high-performing keywords.
How to improve the conversion rate of your dynamic ads? Optimize your product pages and use Qstomy to guide visitors towards making a purchase. Also discover how to improve the e-commerce sales conversion rate.
To go further: E-commerce SEO Strategy for Category Pages - Qstomy, Which free website builder to choose for e-commerce? - Qstomy, Which platform to choose to create an e-commerce site? - Qstomy, Integrating customer service answers into a useful e-commerce SEO strategy - Qstomy, Google Analytics for marketing: ads, traffic, and performance (GA4) - Qstomy.
Enzo
September 18, 2026
