Responsive search ads (RSAs) are the standard Google search ad format. You write up to 15 headlines and 4 descriptions, and Google mixes them to show the best combination for each search.
Across our clients, the headlines that most consistently perform are the specific ones: the service plus the location, a clear proof point, and a direct next step like "WhatsApp Us for a Quote". Generic headlines like "Best Service" or "Quality Work" rarely get labelled "Best" by Google.
We review asset performance every few weeks and replace the low performers with new angles, rather than rewriting the whole ad.
— Kok Han, Founder, OneStopMaker (Google Partner agency)
| Part | How many | Characters each | Shown at once |
|---|---|---|---|
| Headlines | 3 to 15 | 30 | Up to 3 |
| Descriptions | 2 to 4 | 90 | Up to 2 |
| Display paths | 2 | 15 | Both |
Responsive search ads replaced expanded text ads, which Google stopped allowing new advertisers to create in 2022.
Google rates each RSA from Poor to Excellent, based mainly on how many unique headlines and descriptions you give it and how relevant they are to your keywords. Ad strength is a guide, not a ranking factor in itself, but it's a useful reminder to give Google enough variety.
You can pin a headline to position 1, 2 or 3, for example to always show your brand name or a required legal line. Pinning gives you control but reduces how many combinations Google can test, so pin only when you need to. A common approach is to pin two or three similar headlines to the same position, so Google still has options.
In the ad's "Asset details" view, Google labels assets as Best, Good or Low based on performance. Replace "Low" assets every few weeks with new ideas.
Ad Preview & Character Counter › Check your headline and description lengths and preview the ad before you paste it in.
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