Dynamic Search Ads can be a great way to scale search campaigns by matching ads to website content. But they’re not always the right tool.
Here’s when I don’t recommend using DSA:
– Your website changes frequently (e.g., daily deals or flash sales)
– Important content is gated (login required)
– The site relies heavily on JavaScript, images, or non-crawlable formats
– You’re in a sensitive industry and need full control over ad messaging
– Your page titles or on-page copy are poorly written or unclear
– You don’t have time to monitor search terms and block irrelevant traffic
DSA works best for large, well-structured websites with solid content.
If that’s not the case, it might not work
