Generative models trained at scale can now produce novel text, video, and more recently, scientific data such as crystal structures. The ultimate goal for materials discovery, however, goes beyond generation: we desire a fully automated system that proposes, generates, and verifies crystal structures given a high-level user instruction. In this work, we formulate end-to-end language-to-structure generation as a multi-objective optimization problem, and propose Generative Hierarchical Materials Search (GenMS) for controllable generation of crystal structures. GenMS consists of (1) a language model that takes high-level natural language as input and generates intermediate textual information about a crystal (e.g., chemical formulae), and (2) a diffusion model that takes intermediate information as input and generates low-level continuous value crystal structures. GenMS additionally uses a graph neural network to predict properties (e.g., formation energy) from the generated crystal structures. During inference, GenMS leverages all three components to conduct a forward tree search over the space of possible structures. Experiments show that GenMS outperforms other alternatives both in satisfying user request and in generating low-energy structures. GenMS is able to generate complex structures such as double perovskites (or elpasolites), layered structures, and spinels, solely from natural language input.