Responsive Search Ad copy

Responsive Search Ads (RSAs) replaced Expanded Text Ads. You provide up to 15 headlines and 4 descriptions; Google combines them dynamically. Writing for RSAs requires a different approach than old-style ads.

The constraints

• Up to 15 headlines, 30 characters each
• Up to 4 descriptions, 90 characters each
• Google picks combinations based on what will perform best per query
• Pin headlines to specific positions if needed (but generally don't)

Writing principles

Diversity

Don't write 15 variations of the same thing. Cover different angles:

• Keyword-match (keyword in headline)
• Benefit-led
• Feature-led
• CTA-led
• Social proof
• Urgency/scarcity (if real)
• Specific detail (number, timeframe)

Each headline can stand alone

Google may show your headline without the others. Each must make sense on its own, not depend on being paired.

Character efficiency

30 characters is tight. Cut every unnecessary word. "Get the Best Deals on Running Shoes" (34) fails; "Running Shoe Deals - 40% Off" (28) works.

Descriptions

90 characters each. Use them to:

• Expand on the offer
• Add proof
• Include unique selling points
• Call to action

Pinning

Pin a headline to position 1 if it's critical (brand name, required disclaimer). Otherwise, let Google optimize. Heavy pinning removes the algorithm's ability to optimize.

Ad Strength indicator

Google rates your ad "Poor", "Average", "Good", or "Excellent". Target Good or Excellent. Higher Ad Strength correlates with better performance.

Common mistakes

• Only 3-5 headlines (use more)
• All headlines say basically the same thing
• Headlines that only work with a specific description
• Missing CTA headlines
• No keyword match in any headline

What to do with this

• Write 12-15 headlines per RSA, not 3-5, more headlines give the algorithm more combinations to test
• Cover 5 angles (benefit, keyword-match, proof, differentiator, CTA), all-benefit headlines leave the algorithm with nothing to mix
• Pin headline 1 to a keyword-match variant to anchor the relevance signal, let the others rotate freely
• Avoid headlines that only work with a specific description, every headline must stand alone because the algorithm mixes freely
• Review asset performance in the RSA report monthly, replace low-performance headlines, keep the stack fresh