Responsive Search Ads (RSAs): How to Write Ones That Perform
Headlines, descriptions, pinning and Ad Strength — how to give Google varied assets it can actually test, and avoid the mistakes that flatten performance.
A Responsive Search Ad lets you provide up to 15 headlines and 4 descriptions, which Google combines and tests, showing the best-performing combinations more often. To make it work, write varied assets — cover price, benefit, trust, offer and a clear call to action, and put your keyword in a few headlines. Pin only when something must always appear, because over-pinning removes the combinations Google can test.
You supply the parts; Google assembles the ad
A Responsive Search Ad (RSA) is the standard search ad format. Instead of writing one fixed ad, you provide up to 15 headlines and 4 descriptions. Google mixes them into combinations, learns which perform best, and shows the winners more often.
RSA variety checker
Paste your headlines and descriptions (one per line). We’ll check you’ve given Google enough varied material to test.
Give the system strong, varied material
The system can only test what you give it, so variety is your job:
| Do | Why |
|---|---|
| Put your main keyword in 2–3 headlines | Lifts relevance and Quality Score |
| Cover different angles: price, benefit, trust, offer, CTA | Lets Google match the right message to each searcher |
| Write distinct headlines (don’t reword one idea) | More genuine combinations to test |
| Add specifics: “Free delivery”, “From ₹499”, “4.8★ rated” | Concrete beats vague every time |
Control what matters, automate the rest
Pinning locks a headline or description to a position — useful for a legal line, a brand name, or a mandatory offer. But pin sparingly: every pin reduces the combinations Google can test.
Google also shows an Ad Strength rating (Poor → Excellent). Treat it as a nudge toward more and more varied assets, not a score to obsess over — results matter more than the label.
- An RSA takes up to 15 headlines and 4 descriptions and tests combinations automatically.
- Variety is your job: cover price, benefit, trust, offer and a clear call to action.
- Put your main keyword in a few headlines to lift relevance.
- Pin only when something must always appear; over-pinning kills the format’s advantage.
- Use Ad Strength as a nudge toward more varied assets, not a score to chase.
Responsive Search Ad FAQs
How many headlines can a responsive search ad have?
Should I pin headlines in an RSA?
What is Ad Strength?
How do I write good RSA headlines?
How many RSAs should I have per ad group?
Why is my Ad Strength poor?
Related lessons
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