Dynamic search ads are those which are automatically generated by the search engine. Whilst normal ads are triggered by keywords and contain ad text written by you, dynamic search ads are triggered by your website's content and are partially written by the search engine. The search engine scans your website content to work out what exactly your business offers. When a user types in a search term relevant to your content, this triggers your dynamic ad. The ad headline is generated dynamically to reflect the user's search query and the landing page URL is chosen dynamically based on what the search engine thinks is the most relevant content. Dynamic search ads boost clicks and conversions by showing the most relevant landing pages and helping you to target search queries that you didn't think of.