E-commerce
September 17, 2026
Are you wondering how to set up a Google Dynamic Search Ads campaign for your store? Good news: it is accessible, even for a beginner, and you can launch your first campaign in just a few minutes.
A Dynamic Search Ad uses your site's content and Google's artificial intelligence to generate relevant ads. The algorithm crawls your pages, identifies headlines, and adjusts bids to reach your goals. It is an excellent way to cover searches that you haven't yet targeted with traditional keywords.
A word of caution, however: preparation beforehand is essential. The choice of target pages and the quality of your content determine the performance of your ads. So how do you set up a Google Dynamic Search Ads campaign? On the agenda:
Why choose a Dynamic Search Ads campaign for your e-commerce?
How to select the pages to target with a custom feed?
What steps to follow to create the campaign in Google Ads?
How to optimize bids and dynamic ads?
What checklist to use before launching your Dynamic Search Ads campaign?
Let's get started.
Summary
Why use a Dynamic Search Ads campaign for your e-commerce?
A Dynamic Search Ads (DSA) campaign automates the creation of your ads by relying on your website's content. Google crawls your pages, extracts titles and subtitles, and then generates headlines tailored to each search. The algorithm also adjusts your bids to reach your conversion goals.
For a Shopify merchant, this is a considerable time saver. You don't need to manually create hundreds of ads. DSA automatically covers long-tail queries and variations that you haven't anticipated.
It is also a discovery tool. By letting the algorithm identify converting terms, you gather valuable data to refine your classic search campaigns. You can then integrate these keywords into your responsive ads.
Additionally, DSA adapts to changes in your catalog. If you add new products, Google automatically integrates them into your ads, without manual intervention. This allows you to remain responsive to market trends and seize sales opportunities without delay.
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How to choose which pages to target for your DSA campaign?
Google Ads can target all indexed pages of your site with a single campaign. This is relevant if you are looking to collect search term data. But for optimal performance, it is better to group pages by theme or intent.
Let's take the example of a furniture store. You can create one campaign for all your sofa pages, and another for dining room tables. Each group receives ads and bids tailored to its specificity.
To do this, build a table with two columns: "Page URL" and "Custom Label". A label can be "LEATHER_SOFA" or "LIVING_ROOM_TABLE". You can apply multiple labels to the same URL, separated by semicolons. This organization will then help you refine your bids.
Also remember to exclude irrelevant pages, such as contact or privacy policy pages. This avoids wasting your budget on pages that do not convert. Precise targeting improves your ad relevance and your return on investment.
How to create and import a page feed in Google Ads?
Once your page sheet is ready, save it in CSV format. This file contains the URLs and custom labels. Then, import it into Google Ads to create your page feed.
Here is the procedure:
Tools and settings then Business data.
Click the blue plus sign.
Select Page feed.
Choose your CSV file.
Click Apply.
This feed is only required if you are targeting a specific group of pages. If you are targeting your entire site, you can use Google's index directly. The feed gives you precise control over which pages to promote.
Make sure your CSV file is clean: no duplicates, no broken URLs, and consistent labels. A well-structured feed makes it easier to manage your campaigns and prevents targeting errors. You can also update the feed regularly to reflect changes in your catalog.
Why is your page content crucial for the DSA?
Dynamic Search Ads rely entirely on the content of your pages. Google uses the titles and headings (H1, H2, etc.) to generate your headlines. If your pages are thin or poorly structured, your ads will be weak.
Google also needs to understand the intent of each page to present it to the right users. A product page must be clear, with a precise description and a visible call to action. Check that your pages are optimized for SEO before driving traffic.
Ask yourself: does your page make people want to buy? A visitor must immediately understand what you are selling and why it is interesting. A well-thought-out page improves your conversion rate and the quality of your ads.
Don't forget meta tags and structured data. They help Google better interpret your pages and display rich snippets in the results. Rich and well-organized content is the key to a high-performing DSA.
How to write descriptions for your dynamic ads?
Google automatically generates your Dynamic Search Ad headlines, but you must write the descriptions. These are two lines of text, each limited to 90 characters. They appear below the headline and should encourage clicks.
Your description is a selling point. It should reflect the content of the targeted page and make people want to click. Mention your benefits: fast delivery, warranty, discount, etc. Keep it concise and impactful.
Avoid generalities. A description that is too vague will not convince anyone. Tailor it to the search intent: if you are targeting leather sofas, talk about quality and comfort. Consistency between the ad and the landing page also improves your quality score.
Test multiple description variations to see which ones perform best. Google Ads allows you to create multiple descriptions and let the algorithm optimize. Use clear calls to action like "Shop Now" or "Discover Our Collection" to drive clicks.
What steps should be followed to create the campaign in Google Ads?
Creating a DSA campaign follows a guided path in Google Ads. Start by clicking the blue plus sign in the Campaigns section. Then, choose "Create a campaign without a goal's guidance" to maintain full control.
Next, select the campaign type: "Search." This is the type compatible with dynamic search ads. Google may ask you for a conversion goal. Choose the one you have already set up, as the algorithm will use it to optimize your bids.
A second question about the goal may appear: website visits, phone calls, or app downloads. For a DSA, no selection is required. Click continue to move to the next step. The process is quick once your settings are prepared.
Take the time to properly name your campaign and define your settings from the start. A clear configuration will save you from confusion later, especially if you are managing multiple campaigns in parallel.
How to configure the general settings of your DSA campaign?
Give your campaign a descriptive name. Many merchants use a naming convention, for example "EG | DR | DSA | Sofas | FR". Each element has a meaning: "EG" for evergreen, "DR" for direct response, "DSA" for the campaign type, and "FR" for the geographical area.
In the general settings, uncheck "Display Network". Dynamic search ads are designed for the search network. Then click on "Show more settings" to access DSA-specific options.
This is where you will choose the targeting source: Google's index, your page feed, or a combination of both. Select the feed you imported in step 3 to target your pages precisely.
Also remember to set ad rotation and frequency capping. These settings influence how your ads are delivered and can have an impact on your performance. Careful configuration gives you better control.
How to set up geographic targeting and audience?
Geographic targeting is essential for a successful campaign. You can target an entire country or specific regions. Some merchants target individual states or departments to adjust bids based on local performance.
Also, choose the language of your customers. If your store sells in French, target French. This avoids wasting your budget on searches in other languages.
Finally, select an audience. Target internet users with purchase intent. Google Ads offers audience segments based on behaviors and interests. These options refine your targeting and improve the relevance of your ads.
Feel free to combine geographic targeting with bid adjustments. For example, increase your bids in areas where you have a high conversion rate, and decrease them elsewhere. This strategy maximizes your return on investment.
How to choose your budget and bidding strategy?
Google Ads requires an initial budget for your DSA campaign. You can adjust it at any time. Start with a reasonable amount, then gradually increase it based on results.
For the bidding strategy, several options are available to you:
Conversions: optimize to get the maximum number of sales.
Conversion value: prioritize high-value sales.
Impression share: aim for maximum visibility.
Clicks: drive traffic to your site.
The choice depends on your goal. For an e-commerce business, conversions are often the priority. Google's algorithm will use your historical data to optimize your bids in real time.
Regularly monitor your performance and adjust your budget accordingly. If a campaign is generating a good return on investment, do not hesitate to increase its budget to capture more traffic. Conversely, reduce spend on lower-performing campaigns.
How to set up extensions and the dynamic ad group?
Ad extensions are additional links below your ad on the results page. They improve visibility and click-through rates. Choose relevant extensions: sitelinks, call extensions, or callouts.
Next, move on to the ad group. By default, Google Ads creates a "standard" group based on keywords. For a DSA, switch to "Dynamic". This is a crucial, often forgotten step.
In this dynamic group, select the labels from your feed. For example, all leather sofas can be grouped into the same ad group. Use an "ALL" label to target all pages in your feed. This organization makes bid management easier.
Test different combinations of labels to see which ones generate the most conversions. You can create multiple dynamic ad groups with different labels to refine your targeting and messaging.
How does Qstomy help maximize the conversion of your DSA campaigns?
A DSA campaign generates traffic, but conversion depends on your site. Qstomy, the Shopify AI agent, guides your visitors toward purchase at every stage. It recommends products, offers cross-selling and upselling, and optimizes the average basket.
Qstomy also tracks your packages and manages after-sales service. Your customers receive instant responses regarding their orders, which reduces repetitive inquiries and improves satisfaction. A reassured customer completes their purchase more easily.
By integrating Qstomy, you transform the paid traffic from your DSAs into actual sales. The agent steps in at the right moment: personalized recommendations, abandoned cart reminders, and delivery assistance. The result: a better return on investment for your Google campaigns.
Additionally, Qstomy collects valuable data on your visitors' behavior. This information helps you refine your marketing strategies and improve the customer experience. With Qstomy, every click counts and turns into a sales opportunity.
What is the checklist before launching your Dynamic Search Ads campaign?
Before launching your campaign, check each point on this checklist:
Target pages: are your URLs in the CSV feed with the correct labels?
Content: do your pages have clear headings and a visible call to action?
Descriptions: are your two lines of 90 characters written and compelling?
Tracking: are your conversions set up in Google Ads?
Budget: is your initial bid consistent with your margins?
In short: a well-prepared DSA campaign covers your pages with automatic ads and optimized bids. It complements your classic search campaigns and reveals high-performing keywords.
FAQ: how long does it take to set up a DSA?
The setup itself takes a few minutes. Preparing the feed and descriptions takes one to two hours. Once launched, let the algorithm learn for a few weeks before adjusting your bids.
To go further: Training an e-commerce chatbot with Shopify: using the right data without creating bad answers - Qstomy, Can you create an e-commerce site for free? - Qstomy, Can you use Wix for an e-commerce site? - Qstomy, Google Analytics for marketing: ads, traffic and performance (GA4) - Qstomy, How to create a payment gateway for an e-commerce site? - Qstomy, Are Google Shopping ads effective? ROI, limits and measurement - Qstomy, How does Google Ads assemble responsive search ads? - Qstomy.
Enzo
September 17, 2026
