Responsive Search Ads (RSAs): 2025 Guide + 6 Best Practices

Last Updated on 16 January 2025 by Stu Edwards

You’ve written some great ad headlines, polished descriptions, and brainstormed ways to stand out in the crowded Google search results.

Once your ads are live, you want to make sure the right people see them and click through to your site.

Enter Responsive Search Ads (RSAs), Google’s smart ad format that adapts your message to match what users are searching for, so your Ads align with user intent and perform better—without extra effort from you.

In this post, we’ll cover everything you need to know about RSAs: how they work, why they’re effective, and how to use them to boost your campaigns.

What are Responsive Search Ads (RSAs)?

Responsive Search Ads (RSAs) are a flexible Google Ads format that uses AI to combine your headlines, descriptions, and layouts into the most relevant ad for each user.

RSAs help advertisers test different combinations of ad text automatically, which in turn helps them show the right message to the right audience, improving campaign performance and engagement.

Advertisers and businesses use RSAs to:

• Match ad messages to users’ search terms seamlessly.
• Test multiple headlines and descriptions without the manual effort.
• Find the combinations that drive the most clicks and conversions.

For example, you own a local bakery and want to promote your new gluten-free pastries.

You’re unsure which message will stick, so you create a responsive search ad with several headlines and descriptions:

Headlines	Descriptions
“Gluten-Free Pastries”	“Freshly baked every morning in our bakery.”
“Gluten-Free Treats”	“Visit us today for pastries everyone can enjoy!”
“No Gluten, All Flavour”	“Explore our wide range of gluten-free goodies.”
“Fresh Pastries Near You”	“Located in the heart of downtown.”

Google Ads takes it from there, mixing and matching your inputs to deliver the best possible results.

For example:

If someone searches “best gluten-free bakery nearby,” Google might show:

• Headline: “Gluten-Free Treats”
• Description: “Located in the heart of downtown.”

If someone searches “gluten-free pastries for breakfast,” Google might show:

• Headline: “Gluten-Free Pastries”
• Description: “Freshly baked every morning in our bakery.”

Google continuously tests and learns throughout your campaign, identifying the most effective combinations to show to the right audience.

This way, your ads work smarter, driving more clicks and bringing more customers to your bakery, whether they’re craving breakfast or dessert.

Responsive Search Ads (RSAs) vs Expanded Text Ads (ETAs)

The main difference between RSAs and the now deprecated Expanded Text Ads (ETAs) lies in how flexible and automated they are in delivering messages to users.

Responsive Search Ads (RSAs):

• Allow advertisers to input up to 15 headlines and 4 descriptions. Google’s machine learning then mixes and matches these to create the most relevant ad for each user.
• Automatically adapt to match user intent, search queries, and device types, optimising for performance over time.
• Ideal for dynamic campaigns where testing and flexibility are key to improving ROI.

Expanded test ads (ETAs):

• Use a fixed format of 3 headlines and 2 descriptions that don’t change.
• Depend on manual adjustments by advertisers to refine performance.
• Offer consistency but lack adaptability to user behaviour or new search trends.

In summary: RSAs are flexible and powered by automation, while ETAs were static and require more hands-on management.

Think of RSAs as a smart assistant that learns and evolves, while ETAs are more like a template you control.

How Do Responsive Search Ads Work?

Google has provided a detailed explanation of how responsive search ads work, but here’s a concise overview:

Responsive Search Ads work by allowing Google’s AI to mix and match different ad elements—like headlines and descriptions—to create the most relevant ad for each user.

Here’s a breakdown of the process:

• Input – Advertisers provide the building blocks: up to 15 headlines and 4 descriptions that highlight key messages, offers, or benefits.
• Combine – Google’s AI creates different combinations of headlines and descriptions “in a way that avoids redundancy.”
• Match – When a user types a search query into Google, the system analyses the query, matches it to your keywords, and considers factors like user intent, device type, and location.
• Show – The tailored ad appears in the search results, and Google may bold text that closely matches the search query to grab the user’s attention.
• Learn (and optimise) – Over time, Google tests different ad combinations to identify the best performers, prioritising the ones that drive more clicks and conversions.

Google’s AI handles the heavy lifting by testing different combinations of your ad elements automatically.

💡 Note: Keep in mind that a maximum of 3 headlines and 2 descriptions will be shown in your RSA to the user when your ad triggers.

That’s what makes RSAs so effective — they’re flexible, adaptable, and built to deliver the right message to the right person at the right time.

Why Responsive Search Ads are good for your ad campaigns

Ultimately, RSAs make running effective campaigns easier.

They’re flexible, smart, and built to help you get better results without the extra stress.

Here’s how they help:

👍 They make your ads more relevant. Google’s AI mixes and matches your headlines and descriptions based on what people are searching for, where they are, or what device they’re using.

The result is ads that feel more personal and resonate better with users—so more clicks for you.

👍 You reach more people through customisation. RSAs can compete in more searches because they adapt to match a wider variety of queries. Think of it as casting a bigger (and smarter) net.

• You give Google up to 15 headlines and 4 descriptions.
• Google does the heavy lifting by finding the right combos to display.

More searches = more chances to connect with the right audience.

👍 They improve over time. RSAs aren’t static. They get smarter the longer they run. Google tracks which ad combinations work best and prioritises those moving forward. It’s like having a personal assistant that’s always testing, learning, and optimising for you.

👍 They save you time. Forget manually testing different ads. With RSAs, you provide the ideas upfront, and Google automatically tests combinations to see what works. You can focus on the big-picture strategy while Google handles the details.

👍 They adapt to different devices. RSAs adjust to different screen sizes, whether your audience is browsing on desktop or mobile. They’ll show up with up to 3 headlines and 2 descriptions—whatever fits best. More space means your message gets the attention it deserves, no matter the device.

RSAs take the guesswork out of testing and help you connect with the right people in the right way. They’re flexible, efficient, and constantly improving—just what every ad campaign needs.

Responsive Search Ads Best Practices: 6 tips to follow

We’ve listed some best practices for RSA drawing from our experience of managing millions in ad spend each month, across a variety of clients and industries.

1. Aim for 6-10 headlines

The more headlines and descriptions you provide, the more combinations Google needs to work through to optimise the ads. Aim for up to 6-10 headlines and 4 descriptions.

Don’t just add any old headline to hit the 15 maximum. Aim for solid, actionable ad copy.

2. Mix it up

Each headline and description should say something different. Highlight features, call out benefits, and include a call-to-action. This keeps your ads fresh and gives Google more options to test.

3. Don’t go overboard with target keywords

Yes, target keywords in your ad copy matter — but don’t shove them into every headline. Instead, focus on writing messages that feel natural and make sense.

Ads that feel authentic are much more likely to capture attention and clicks.

4. ‘Pin’ selectively

Pinning specific headlines or descriptions in positions ensures they always appear, but keep in mind that pinning restricts Google’s ability to test combinations.

Use it sparingly to maintain balance between control and optimisation.

5. Check the combinations report

Want to see how Google is mixing and matching your ads? The Combinations Report gives you a clear view of what’s working best. Use it to fine-tune your headlines and descriptions over time.

6. Track metrics that matter

Track key metrics like:

• Click-through rate (CTR) – Are people clicking?
• Conversions – Are they taking action?
• Cost per acquisition (CPA) – Are you getting results without overspending?

💡 Pro Tip: Create these Custom columns in your account for deeper performance analysis

• CPI (Conversions per impression): CPI takes in to account your CTR and your conversion rate. (Use for lead generation campaigns.)
• RPI (Revenue per impression): RPI focuses on the revenue metric rather than conversion rate. (Use for ecommerce campaigns.)

These custom columns are essentially core metrics, combined. The higher the value the better for both!

We’ve added ours at the MCC level for all our client accounts.

📌 Bottom line:
Responsive Search Ads are ‘smart’, but they still a steer and guidance from you.

Give Google the right ingredients, check what’s working, and let the system optimise the rest.

4 Common Mistakes To Avoid When Using Responsive Search Ads

Mistake 1: Paying too much attention to Google’s Ad Strength metric

The Ad Strength metric is meant to guide you on best practices — like variety in headlines and descriptions or keyword relevance.

But here’s the thing: it’s not a reliable predictor of how your ads will actually perform.

✅ What to do instead: Focus on metrics that truly matter for your business, like conversion rate, click-through rate (CTR), CPI, RPI, return on ad spend (ROAS) etc.

Remember, even if your Ad Strength is marked as “Poor” or “Fair,” your ad can still perform exceptionally well if it’s aligned with your key performance indicators (KPIs) and user intent.

Note: More on this topic in the FAQ below!

Mistake 2: Repetitive messaging across headlines and descriptions

It’s tempting to repeat a message across multiple headlines and descriptions. But overloading your ads with similar keywords or phrases can hurt performance. Google thrives on variety, and repetitive messaging can make your ads look awkward or redundant.

✅ What to do instead: Write distinct headlines and descriptions that tackle your product or service from different angles. Highlight benefits, features, emotional triggers, and strong calls-to-action. For example, mix “Save 20% on All Orders” with “Limited-Time Discount for New Customers” to test different hooks.

Mistake 3: Creating too many RSAs in an adgroup with low impression / keyword volume

When targeting keywords with low search volume or operating on a smaller budget, having too many RSAs in one ad group can dilute impression data.

The ultimately limits Google’s ability to test combinations effectively and delays optimisation.

✅ What to do instead: Keep it simple and stick to one or two well-crafted RSAs per ad group when keyword volume is low. This allows Google to collect meaningful data faster and focus on optimising combinations that drive results. Sometimes, one great RSA is all you need.

Mistake 4: Overusing pinning to mimic Expanded Text Ads (ETAs)

Trying to replicate the structure of expanded text ads by pinning headlines and descriptions to specific positions may seem like a good idea, but it can reduce the flexibility that makes RSAs effective.

Excessive pinning restricts Google’s ability to test different combinations, potentially impacting your ad’s performance.

✅ What to do instead: Use pinning sparingly. It’s okay to pin critical messaging — like a legal disclaimer or a seasonal discount, but leave room for Google to experiment.

If you’re hesitant, test both pinned and unpinned versions to see what works best for your campaign.

How to set up Responsive Search Ads in Google Ads (in 4 steps)

Setting up RSAs in Google Ads doesn’t have to feel like rocket science. Here’s a super simple, step-by-step guide to help you get it done.

Step 1: Create a new RSA

• Open your Google Ads account
• Click Campaigns > Ads > Blue + button > select Responsive Search ad
• Then select the campaign and adgroup you’d like to add your new RSA too

Step 2: Add your final URL and Display path

Next you’ll see the RSA preview / builder page, where you’ll need to add your Final URL and Display Path

• Final URL: This is the pa people go after they click your ad. Eg: If you’re promoting a dog grooming service, send them directly to the grooming service page.
• Display Path: This is a “pretty version” of the URL people see. It tells users what to expect before they click ad. (Keep in mind you’re limited to 15 chars in both field here, so don’t over-do it!

Example:

Final URL: yourdomain.com/services/dog-grooming
Display Path:/dog-grooming/appointments

Step 3: Add your headlines and descriptions

Now we’re onto the good stuff!

You’ll need to add:

• Between 3-15 Headlines (short, punchy ideas that grab attention).
• Between 2-4 Descriptions (clear details or offers that explain your ad).

Make sure every headline and description is unique, which will give Google plenty to work with when cycling combinations.

You can see in our example above that we’ve used 9 headlines, and 4 descriptions, and that we’ve ‘pinned’ headline 1 – Growth Minded Marketing in place, ensuring it always shows in that headline 1 position.

More on pinning later!

Step 4: Double check your extensions / assets and save!

If you’re happy with the Ad Assets (extensions) that are associated with the ad, hit that save button!

And that’s it! You’re all set.

Now your RSA will go through a review and approval phase, then once your ad starts receiving impressions, Google’s AI will work out different combinations of your headlines and descriptions to find what works best.

Frequently asked questions about Responsive Search Ads

Ad Strength: Should it be ignored or taken into account?

Google’s Ad Strength metric offers feedback on how well your ad aligns with ‘best practices’ for performance, considering factors like variety in headlines and descriptions, and keyword relevance. However, while it provides guidance, it’s important not to rely on it as the sole measure of your ad’s success.

From Google’s support article:

Best Practice: Implement at least one responsive search ad with ‘Good’ or ‘Excellent’ ad strength for each ad group. The ad strength rating of an ad doesn’t directly influence your ad’s serving eligibility. Instead, the ad strength rating identifies opportunities (during the ad creation or editing stage) to improve your ads to optimise their performance.

We think Ad Strength shouldn’t be overemphasised or obsessed over.

Keep in mind:

• Ad Strength isn’t linked to actual performance: The Ad Strength score does not change based on how well your ad performs. You might have an ad with ‘Poor’ Ad Strength that still performs amazingly in terms of conversion rates and ROI. The same applies to the opposite – you might have an ad with ‘Good’ or ‘Excellent’ Ad Strength may not perform as expected.
• Focus on your performance metrics: Actual metrics like conversion rates, CTR, CPI, RPI, cost/conv and Quality Score provide more actionable insights into your ad’s effectiveness.

In our experience, Ad Strength can be a useful diagnostic tool, it shouldn’t be your primary focus when judging performance.

What are Responsive Search Ads good for?

RSAs are your go-to for improving relevance and expanding reach. They allow up to 15 headlines and 4 descriptions, which Google’s AI uses to craft effective combinations tailored to different search queries.

Perfect for testing, RSAs help you optimise performance automatically while saving time.

What is the difference between Responsive Search ads and dynamic search ads?

Responsive search ads (RSAs) give you control over ad content. You provide multiple headlines and descriptions, and Google’s AI mixes and matches them to match user queries.

Dynamic search ads (DSAs), on the other hand, rely on your website’s content to generate headlines automatically.

RSAs are customisable and keyword-driven, while the headlines in DSAs are automated for broader reach but require less setup.

How many Responsive Search Ads does Google Ads allow?

You can have up to 3 enabled responsive search ads per ad group.

This helps deliver better performance, keeps your campaigns easy to manage, and still offers enough variety for testing and optimisation.

Final Thoughts

RSAs might sound like a lot to set up, but at their core, they’re a simple tool: they let Google do the heavy lifting of testing and optimising your ads.

All you need to do is provide the right building blocks — great headlines and descriptions, and a solid strategy — and then let the system do its thing.

The payoff? Ads that reach more people, deliver better results, and make your campaigns smarter and more effective.