Google has always preferred you just give them a dump truck of money and have them run the ads where they would prefer.
With Dynamic Search Ads (DSA) they generate the ads and the keywords you bid on. Which means you can basically agree to pay Google X amount per month and they will run ppc ads for you.
The part that you won’t find online, since most of these guides come from agencies that want you to pay them to manage the ads, is that these DSA search ads actually work really well, in some cases outperforming agency work.
It could be preferential treatment internally for its own generated content or maybe google just knows which specific copy to show, URL’s to link to and which keywords to surface the ads under, better than any human can.
Either way, it’s starting to paint a bleak future for the web and even as a marketer, it’s not one I’m excited about.