PPC glossary

Responsive search ads (RSA)

Responsive search ads are the main text ad format in Google Ads Search campaigns. The advertiser writes up to 15 headlines and 4 descriptions, and Google combines them into ads of up to three headlines and two descriptions, choosing the combination for each search. They replaced expanded text ads in June 2022.

Reviewed by Gareth Hoyle, Managing Director
Last reviewed 31 October 2026

How do responsive search ads work?

Each ad needs at least 3 headlines and 2 descriptions, up to a maximum of 15 and 4. Headlines can be 30 characters, descriptions 90, and the two display URL path fields 15 each. Google tests combinations and order. Headline 1 and description 1 usually show; headline 2, headline 3 and description 2 are not guaranteed to appear.

When did they replace expanded text ads?

From 30 June 2022 advertisers could no longer create or edit expanded text ads. Existing ones kept serving alongside responsive search ads and can still be paused, resumed or removed, but every new text ad since then has been responsive.

Pinning and Ad Strength

Pinning fixes an asset to headline position 1, 2 or 3, or description position 1 or 2, which is useful for legal wording or a brand name. It cuts the number of combinations Google can test, so Google suggests pinning 2 or 3 different assets to a position rather than one.

Ad Strength rates each ad from Poor to Excellent, mainly on how well the assets relate to the keywords. Google says it does not affect serving and is not used in Ad Rank or Quality Score, so treat it as a writing checklist, not a performance score.

Write headlines that make sense in any order
Cover different angles: the product, the price, proof, delivery and a call to action
Use the searcher's wording in a few headlines
Judge the ad on conversions, not on Ad Strength

Example

A boiler installer writes 12 headlines: three on the service ('Boiler Installation in Bristol'), three on price ('Fixed Quotes From £1,995'), three on proof and three on speed. It pins 'Gas Safe Registered Engineers' to headline 2 with one alternative, because it wants that message in every ad, and leaves the rest free for Google to test.