Dynamic landing pages Google Ads: how one page matches each keyword

Dynamic landing pages for Google Ads: how they work

A dynamic landing page changes its text to match a value in the web address the ad sends people to, such as the keyword, so one page can serve many ad groups. Instapage calls this dynamic text replacement: you type a URL parameter's name in square brackets in the page text, and the page fills in the value from the address.

A URL parameter is a tag added to the end of a link, often by the ad platform, that the page can read.

Google documents its side separately: ValueTrack parameters are values Google fills in when someone clicks, and {keyword} returns the matching keyword from your account on the Search Network. Neither Google's pages nor Instapage's article explains how to join the two, so check that the page shows the keyword before the ads run. For what Google rates on the page, see landing page optimization for Google Ads.

Dynamic text replacement: brackets, parameters and default text

Type the parameter's name exactly as it appears in the address, between square brackets. A parameter called city goes into the page text as [city]. Names are case sensitive. Instapage's help center names UTM parameters, which Google and Facebook ad links use, as the best-known example.

If the address carries no such parameter, the page shows its default: the text exactly as typed, brackets included. A cleaner default needs Personalization, a separate Instapage feature that shows different versions of one page address to visitors with exact matching parameters; its help center lists it as a Convert benefit.

One dynamic page or a page for every keyword

Instapage Collections are the other route. A Collection is a group of pages built from one template, and the whole Collection counts as one published page. Each page has its own web address, and Collections use double-bracket placeholders, which differ from the single brackets of dynamic text replacement. Create allows 15 pages per Collection; Instapage Optimize allows 30 with the 30,000-visitor option and 50 with the 50,000 option.

Instapage's own use case is one variant per ad group, each with its own address pasted into the ad group's Final URL, and it advises one per ad group rather than per keyword. With one or two ad groups, a plain page for each needs no tool.

Which builders and plans have dynamic text replacement

Plan prices are billed monthly unless noted, as read on October 18, 2026. Instapage counts unique monthly visitors, different people counted again after 3 days.

• Instapage: Instapage Optimize with 30,000 unique monthly visitors, $199 a month; not on Create.
• Unbounce: Unbounce Experiment, $149 a month.
• Leadpages: Leadpages Grow, $99 a month.
• Swipe Pages: Swipe Pages Marketer, $89 a month.
• Landingi: its table lists it on every plan, Build included; Landingi Build is $24 a month, billed annually, and its monthly-billing price is on Landingi's page.
• systeme.io: none found on its pricing page.

Limits to know before relying on it

Keyword insertion in Google Ads is a different feature: it changes the ad's text, not the landing page. {keyword} returns a blank value for AI Max, dynamic search ads and Performance Max.

Instapage includes dynamic text replacement on Instapage Optimize with 30,000 unique monthly visitors, $199 a month, billed monthly, but not on Create, and on every plan its Collections build a set of pages, such as one per ad group, from one template. Instapage pricing lists every plan and limit, and Instapage vs Landingi compares Instapage with Landingi, whose table lists text replacement on its entry plan.

Dynamic text replacement can be tried on Optimize during the 14-day trial, which Instapage starts only once a card is entered; the card is charged when the trial ends unless you cancel.