Responsive Search Ads (RSA)
Google AdsDefinition
Responsive Search Ads (RSAs) are Google's standard search ad format where you provide up to 15 headlines and 4 descriptions, and Google's machine learning tests different combinations to find the best-performing assemblies for each search query, user, and context.
RSAs replaced expanded text ads as Google's only search ad format in 2022. The key difference is that you do not control which headline-description combinations show. Google tests combinations and optimizes toward the goal you set (clicks, conversions, or conversion value). This means each headline and description must work in any combination.
The quality of your RSA inputs determines performance. Google rates ads as "Poor," "Average," "Good," or "Excellent" based on asset diversity, relevance, and expected performance. Pinning headlines to specific positions gives you control but limits Google's optimization ability.
Write 15 unique headlines covering different angles: keyword match, benefits, features, CTAs, social proof, and urgency. Write 4 descriptions reinforcing different value propositions. Pin brand name or essential messaging to position 1 only if necessary. Check ad strength and aim for "Good" or "Excellent."
RSAs are the only search ad format available. Your headline and description quality directly affects CTR, Quality Score, and ultimately CPC and conversion rates. Well-crafted RSAs with diverse, relevant headlines consistently outperform RSAs with repetitive or generic messaging.
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Frequently Asked Questions
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Provide all 15 headlines. This gives Google the most combinations to test. Include keyword-focused headlines, benefit statements, CTAs, and unique selling points. Diverse headlines earn higher ad strength scores.
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Pin sparingly. Pinning your brand to headline position 1 is common. Pinning too many headlines limits Google's ability to optimize combinations. If you must control messaging, pin 2–3 headlines maximum and provide alternatives in each position.
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"Good" is acceptable. "Excellent" is ideal. Google reports that moving from "Poor" to "Excellent" increases conversions by an average of 12%. Ad strength is influenced by headline diversity, keyword inclusion, and description uniqueness.
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