Short answer: A responsive search ad (RSA) lets you add up to 15 headlines and 4 descriptions, and Google combines them for each search. Write headlines that each make sense on their own, cover different angles such as benefit, proof, offer and call to action, include your main keyword in a few of them, and pin sparingly. Use Ad Strength as a guide, not a goal, and judge ads on conversions.
How RSAs work
Google shows up to three headlines and two descriptions at a time, chosen from the ones you provide. It learns which combinations perform best for different searches. That is why each headline must work in any order and next to any other headline.
How to write strong headlines
Aim for at least 10 to 15 unique headlines, up to 30 characters each. Mix these types:
| Type | Example |
|---|---|
| Keyword | Emergency Plumber in Dhaka |
| Benefit | Fixed in One Visit |
| Proof | 500+ Five Star Reviews |
| Offer | Free Quote in 10 Minutes |
| Differentiator | Licensed and Insured Team |
| Call to action | Book Your Visit Today |
Avoid headlines that repeat the same words, because Google rarely shows near duplicates together.
How to write descriptions
You get up to 4 descriptions of 90 characters. Use them to expand on benefits, explain the offer, handle an objection and end with a clear next step. Each one should make sense alone.
Pinning: when and how
Pinning forces a headline or description into a position. Use it only when you must, for example:
- A legal or brand disclaimer that must always show
- A brand name you want in headline 1
If you pin, pin two or three headlines to the same position so Google still has choices. Pinning one headline per position removes most of the testing value.
Ad Strength
Ad Strength rates your ad from Poor to Excellent based on variety and relevance. It is useful for spotting thin ads, but an ad rated Good can outperform one rated Excellent. Do not add weak headlines just to raise the score.
Testing RSAs
- Keep one or two RSAs per ad group. More ads split data.
- Check asset performance labels and the combinations report.
- Replace the lowest rated assets every few weeks.
- Test bigger ideas, such as a new offer or angle, rather than tiny wording changes.
- Judge ads on conversions and conversion rate, not only click through rate.
Match the landing page
The best ad text fails if the page does not match. Use the same promise, price and call to action in the ad and on the page, and point each ad group to the most relevant page.
Frequently asked questions
How many headlines should a responsive search ad have?
Should I pin headlines in Google Ads?
Does Ad Strength affect ad rank?
How many RSAs should I have per ad group?
How do I know which headlines work?
Who can write and test my Google Ads?
Want better ads?
I can rewrite your responsive search ads and set up clean testing. See my Google Ads management service or request a free ads audit. Also read Google Ads Quality Score and Google Ads landing page tips.