What is a responsive search ad?
A responsive search ad is a search ad format where you provide several headlines and descriptions, and the platform mixes them to find the combinations that perform best for each search. Google Ads allows up to 15 headlines and 4 descriptions.
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How responsive search ads work
The platform assembles ads from your assets and tests which combinations work for different searches. Over time it shows more of the combinations that perform better.
Only some of your headlines and descriptions appear in any one ad, so each should read well alongside the others.
Writing a strong responsive search ad
Offer variety. Include your keywords, key benefits, proof, and calls to action in different headlines, and avoid repeating the same phrase.
You can pin an asset to a position if it must appear, for example a legal line. Pinning reduces flexibility, so use it sparingly.
Reading the results
Platforms report asset ratings and combinations so you can see which assets work. Replace weak ones, and keep the ones that earn clicks and conversions.
Common questions
How many headlines and descriptions can I add?
Google Ads allows up to 15 headlines and 4 descriptions per responsive search ad. Limits can change, so confirm in the platform.
Can I still use expanded text ads?
Google Ads stopped allowing new expanded text ads, and responsive search ads are now the standard search format.
What does pinning do?
Pinning fixes a headline or description to a chosen position. It gives you control but limits the combinations the platform can test.
How many responsive search ads should I run per ad group?
Many advertisers run one or two strong ads per ad group. Add more only if you have a distinct message to test.
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