Responsive search ads (RSA)

What are responsive search ads (RSA)?

Responsive search ads (RSA) are the standard text ads in Google Ads. You provide up to 15 headlines of 30 characters each and up to 4 descriptions of 90 characters each. Google combines them and tests which combinations work best for a search. Expanded text ads can no longer be created.

Why are responsive search ads (RSA) important?

• More variety: one ad can match many different searches.
• Less manual work: Google tests the combinations and you review the results.
• Insight: reporting shows which headlines and descriptions are shown most often.

Examples of responsive search ads (RSA)

• A heating installer supplies headlines like “Replace Your Boiler”, “Free Quote Within 24 Hours” and “Certified Installer”.
• A sporting goods store fills all 15 headlines with brand name, product category, shipping benefit and promotion.
• A B2B software company pins the headline with its company name to the first position.

How do you use responsive search ads (RSA)?

Write headlines that each make sense on their own and do not repeat each other, because Google shows them in changing combinations. Use the keyword in several headlines and vary benefits and calls to action. Check the ad strength and review results after a few weeks. Need help? See our Google Ads campaigns.