Last Updated on May 16, 2025 by admin
As much as I miss Expanded Text Ads – 3 years later Responsive Search Ads (RSAs) are a core part of any modern Google Ads strategy. With RSAs, you can provide up to 15 headlines and 4 descriptions, and Google automatically tests different combinations to determine which perform best. However, simply filling in those fields isn’t enough—writing them strategically can significantly improve your ad strength and optimization score. With my approach, I like to use between 6-8 headlines and 3 descriptions. Despite the fact that it may reduce my optimization score by a few points – it is easier to manage with testing.
Whether you use 8 or 15 headlines, here are some best practices.
1. Use Multiple Headlines and Descriptions
While using the minimal 3 headlines and 2 descriptions is convenient, it won’t give you much width on testing and it reduces your optimization scores. While you don’t need to use all 15 in my opinion, getting to at least 6-8 – or even up to 15 gives Google Ads more content to mix and match, increasing your ad’s chances of matching relevant search intent. Remember – it is all about the headlines and using saturation in the headlines.
2. Include Your Targeting Keywords in Headlines
Including keywords that match a user’s search query can improve ad relevance, which can boost both your quality score and optimization score. This also helps with click-through rates. And most importantly – it should help your conversions by matching the user query to ad copy to landing page content.
3. Use Variations in your Headline copy
The more variation you provide, the better Google can test and optimize different messaging for different audiences. I like to Mix informational headlines (e.g., “How Our Software Works”) with action-oriented ones (e.g., “Start Your Free Trial Today”). Where possible, using numbers in your ad copy generally helps click-through rate response levels. (Now get $50 off) Also be sure to include branding (e.g., your company name), benefits, CTAs, and product features across different headlines.
4. Pin Your Headlines Strategically
Google doesn’t want you to pin because it their eyes – limits Google’s ability to optimize. But – if you have keyword saturation, an offer or your brand name it is important to pin. This allows you to control your messaging while testing. If you have a message or messages that you absolutely want to show – then make sure to pin them. If you pin, use multiple variations at that position to maintain flexibility.
5. Test Different Call-to-Actions
Calls-to-action (CTAs) directly impact user engagement and can influence click-through rates. I like to include multiple CTA styles: “Get a Quote,” “Book Online,” “Compare Plans,” “Try for Free,” etc. It is important to avoid generic CTAs like “Click Here”—focus on what the user will get by clicking. Make sure to stand out amongst your search ad competitors!
8. Use Ad Strength as a Guide—Not a Rule
Google’s “Ad Strength” rating (Poor to Excellent) helps assess how well your RSA is set up. I aim for at least a “Good” or “Excellent” rating. I have actually had many ads with a “Poor” rating perform great from a click through and conversion rate standpoint. So don’t always get wrapped up into the Ad Strength rating. You may use suggestions within the RSA editor, but don’t sacrifice your brand voice or clarity just to please the algorithm.
Writing effective responsive search ads takes more than just checking off boxes. You need thoughtful variation, a clear focus on user intent, and a strong alignment with your keywords and landing pages. By following these best practices, you’ll not only increase your optimization score but most importantly also improve ad performance across the board. And in addition to all of this, don’t forget to do your work on your keywords strategy and landing page testing, as well as watching to see what types of ad text your competitors are displaying.
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