RSAs give Google up to 15 headlines and 4 descriptions to mix and match. Here’s how to write ones that actually win the auction.
What a Responsive Search Ad Is
A Responsive Search Ad is a flexible ad format where you write multiple headlines (up to 15) and descriptions (up to 4), and Google combines them into ads for each auction. Google’s machine learning tests combinations and learns which perform best for each query, device, and user. RSAs have replaced Expanded Text Ads entirely — Google no longer accepts new ETAs.
How Many Headlines to Write
Write all 15 headlines. The algorithm learns faster with more variety to test. Don’t repeat the same message in different words — each headline should test a distinct angle: keyword match, benefit, offer, trust signal, urgency, CTA. Shorter headlines (12–20 characters) perform better mixed with longer ones because Google can fit more into the ad. Every headline is under 30 characters.
Pinning Headlines and Descriptions
Pinning locks a headline to Position 1, 2, or 3. Use sparingly. Pin Position 1 for Quality Score: put your keyword-matched headline there. Pin Position 2 for offers that must appear (compliance-driven). Leave Position 3 and all descriptions unpinned so Google can test. Over-pinning reduces Ad Strength and can drop your ad rotation — aim for ‘Good’ or ‘Excellent’ Ad Strength score.
Writing Headlines That Convert
High-performing headline formulas: (1) keyword-exact match (‘Toronto SEO Agency’), (2) specific benefit (‘More Leads in 90 Days’), (3) social proof (‘Trusted by 500+ Clients’), (4) urgency or scarcity (‘Only 5 Spots This Month’), (5) strong CTA (‘Book a Free Audit’), (6) price anchor (‘From $1,000/Month’), (7) differentiator (‘No Contracts. Ever.’). Avoid vague adjectives like ‘best,’ ‘top,’ ‘leading’ — they don’t convert.
Writing Descriptions That Seal the Click
Descriptions get 90 characters each. Use them to expand on the headline: specific proof, specific offer, specific next step. Include a trust signal (‘Google Partner’), a differentiator (‘Flat monthly fees’), and a CTA (‘Book a free strategy call’). Descriptions show less often than headlines, so treat them as reinforcement — don’t assume your whole pitch fits in them.
Measuring RSA Performance
Google shows performance per asset as ‘Best,’ ‘Good,’ ‘Low,’ or ‘Learning.’ After 10,000 impressions or 30 days, pause ‘Low’ assets and replace them with variants. Aim for Ad Strength of Good or Excellent — below Good reduces your Ad Rank directly. Refresh ad copy every quarter even if performance is stable — ad fatigue is real and shows up as gradually declining CTR over 60–90 days.
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