Responsive Search Ads: The Ultimate Guide for Beginners

Sydney Go

Jan 14, 202512 min read
Responsive Search Ads
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TABLE OF CONTENTS

What Are Responsive Search Ads?

Responsive search ads (RSAs) are an advertising format in Google Ads. RSAs automatically adjust ad headlines, descriptions, and layout to match a user’s context. Google doesn’t create new content; it selects from your provided headlines and descriptions to find the most effective combinations.

For example, consider a coffee shop owner who wants to advertise a new seasonal blend. The owner can supply multiple headlines: “Fresh Autumn Blend,” “Warm Up with Our Coffee,” or “New Seasonal Flavors.” 

The owner can also include several descriptions highlighting the coffee’s flavor, current offers, or the shop’s cozy environment.

Google Ads then tests these headlines and descriptions in various combinations, displaying the most relevant version to users based on their search queries.

How Do Responsive Search Ads Work?

Responsive search ads use Google’s AI to combine the headlines and descriptions you provide. Google’s system checks the context of each search query and applies real-time signals to choose the most effective ad text. The objective is to show the right ad to the right user at the right time.

How does Google Ads generate responsive search ads?

According to Google’s Responsive Search Ads guide:

  1. Google’s system analyzes each search query and relevant keywords
  2. The system assembles combinations from your pool of headlines and descriptions, focusing on relevance and predicted performance
  3. The system removes duplicate or redundant combinations and scores the remaining ones
  4. The best-scoring combinations advance to the auction, where they compete for ad placements based on quality and relevance

How responsive search ads work

Typically, Google Ads selects at least three headlines and two descriptions in each ad. Some ad text may appear in bold when it aligns closely with a user’s search term. Over time, Google Ads refines its understanding of which combinations perform best for different queries.

Further reading: Paid Advertising 101: A Beginner’s Guide

Why Use Responsive Search Ads?

Google responsive search ads help you reach a broad audience with messages that adapt to user intent, device type, and personal preferences.

Some users mistake responsive search ads for dynamic search ads, but they differ. 

Responsive search ads rely on multiple headlines and descriptions that you provide. Dynamic search ads, in contrast, generate ad content automatically from your website.

Here’s an example:

Dynamic search ads use your website to target searches. Google’s algorithm creates a headline and chooses a landing page that aligns with each user’s intent.

Here’s a table comparison of dynamic search ads versus responsive search ads:

Feature

Responsive Search Ads

Dynamic Search Ads

Ad Content

You provide multiple headlines and descriptions

Automatically generated from your website content

Control

High control over ad text

Less control, as content is auto-generated

Targeting

Based on your headlines/descriptions and keywords

Based on website content and user search queries

Flexibility

Adapt to different queries with varied combinations

Automatically align with relevant website content

Suitability

Ideal for testing messages and optimizing

Best for large sites with many products or services

What Are Responsive Search Ads Good for?

Use responsive search ads to:

  • Create ads that adjust to various device sizes, allowing enough space to convey your message
  • Provide multiple headline and description options so Google Ads can display the most relevant combination
  • Tailor your headlines and descriptions based on user locations
  • Expand the number of auctions you can enter by offering more headline and description variations

Search trends shift constantly. Responsive search ads continuously learn which text combinations work best for changing queries.

What Are the Character Counts for Responsive Search Ads?

Responsive search ads in Google Ads include multiple components. Each component has its own character limit, which influences your ad’s clarity and impact:

  • Headline length: Up to 30 characters. Headlines capture attention by summarizing your offer or message.
  • Display URL: Pulled from your final URL. This URL lets users know where they’ll land after clicking.
  • Display URL path fields: Up to two optional fields, each with a 15-character limit (for example, “/Sale” or “/NewProducts”). These paths add context about the landing page.
  • Description length: Up to 90 characters. Descriptions add details about your product or service, expanding on the headline.
  • Total maximum length: 300 characters across all ad components. This limit ensures your message remains concise but informative.

These character limits promote straightforward, focused ads. Although brief text can feel restrictive, it encourages clarity. Choose words that highlight your value and relevance.

A headline for a cake business might be “Elegant Cakes for Special Occasions.” This phrase targets customers seeking high-quality cakes for special events. “Elegant” implies high standards, while “Special Occasions” signals personalized treats for celebrations.

You can also apply ad extensions to responsive search ads.

Extensions increase your ad’s presence in the search results by including extra information such as contact details, sitelinks, or key product features.

How Many Headlines and Descriptions Do Responsive Search Ads Show?

Google Ads can display up to three headlines and two descriptions in a single responsive search ad. 

Fewer elements may appear on smaller screens, like mobile devices, or when search result pages are crowded. However, at least two headlines and one description will show.

For example, if you advertise an online baking class, your responsive search ad might display headlines like "Master Baking at Home," "Easy Online Baking Classes," and "Sign Up & Start Today," with descriptions that detail the course features and special offers.

On mobile, the ad might only show the first two headlines and one description due to space constraints.

How to Create Responsive Search Ads in Google Ads

Use these steps to set up RSAs:

In your Google Ads account, click the “Campaigns” icon (looks like a megaphone) on the left sidebar. Under the “Campaigns” drop-down, select “Ads.”

Navigating to "Campaigns" > "Ads" in Google Ads account

Click the “+” sign above the “Ads” table to create a new ad.

Press "+" at the top of the "Ads" table in Google Ads account

Choose “+ Responsive search ad” from the menu.

“+ Responsive search ad” selected from the drop-down menu

Pick the campaign and ad group where you want the ad to run.

"Select an ad group" window in Google Ads

Enter your final URL and display path.

The final URL is the exact page you want visitors to land on (for example, a specific product or service page).

The display path shows users what to expect (for example, “yourdomain.com/dog-care/appointments” if your final URL is https://yourdomain.com/services/dog-care).

Adding the final URL and display path to Google Ads

Enter your headlines and descriptions.

Enter ads' headlines and descriptions

You can add 3–15 headlines and 2–4 descriptions.

Include sitelinks (extra links that direct people to specific webpages) and ad assets (like your business’s phone number) to improve your ad’s performance.

Click “Save ad.”

“Save ad” button at the bottom of the form

The preview on the right displays potential combinations. Actual ads may vary depending on user device and search context. Google may also shorten certain elements to fit different formats.

A responsive search ad example

How Many Responsive Search Ads Does Google Ads Permit?

Google Ads allows up to three responsive search ads per ad group. This limit helps Google’s machine learning system test various ad combinations for better performance.

How Do Google’s Responsive Search Ads Perform?

Many businesses have seen significant improvements in clicks and conversions using Google’s responsive search ads. According to Google, results have included:

  • 61% more conversions
  • 96% increase in click-through rates (CTRs)
  • 5% higher CTRs than expanded text ads

Actual performance depends on your ad optimization, industry, and target audience. By applying best practices—like adding multiple, relevant headlines and descriptions—you can get more clicks, better conversion rates, and cost-effective results.

10 Responsive Search Ad Tips and Best Practices

Are you ready to create your first responsive search ad? Explore these best practices before you get started.

1. Provide Multiple Relevant Headlines and Descriptions

Offer as many headline and description options as possible to Google Ads. Variety helps the system test different combinations and identify the most effective ads.

You can include up to 15 headlines and 4 descriptions. Aim for at least 8–10 headlines and 3 descriptions.

Each headline and description should closely match potential customers’ varied queries. This relevance boosts performance. Google’s system uses your diverse assets to build ads that feel personalized to users.

Write each headline to stand on its own. Google can show headlines in different orders. However, assume your first three headlines might appear together.

2. Highlight Something Different in Each Headline and Description

Include variety to match different search queries. Show multiple aspects of your product or service, such as features, benefits, and discounts.

Here are some tips for writing diverse headlines for responsive search ads:

  • Showcase unique benefits or features that set you apart
  • Try different angles for the same message (for example, mentioning a discount vs. savings)
  • Cover various aspects of your business, like quality, service, or ease of use
  • Vary your calls to action (CTAs) across headlines. While one might encourage immediate purchase ("Buy Now"), another could focus on learning more ("Discover Our Range").
  • Mention discounts or special offers to emphasize value
  • Highlight unique features that competitors don’t offer
  • Use different headline and description lengths for flexibility

Here’s an example:

  • Short headline: “Summer Sale”
  • Longer headline: “Save Big on Summer Discounts!”
  • Brief description: “Shop Now”
  • Longer description: “Discover our exclusive summer range at up to 50% off.”

3. Don’t Include Keywords in All Headlines

Keywords matter in responsive search ads, but not every headline requires them. Focus on engaging audiences with benefits, features, or clear calls to action.

Overusing keywords can make your ad text feel robotic. Instead, maintain a balance between keyword usage and audience-focused messages.

Here are some tips:

  • Communicate value: “Save Time with Fast Delivery” highlights a benefit without relying on a keyword
  • Spotlight a feature: “Waterproof Up to 50 Meters” shares important product details without keyword repetition
  • Encourage action: “Shop for Exclusive Discounts” guides users toward a specific next step
  • Address needs: “Get Your Personalized Diet Plan Today” appeals to users seeking customized solutions

A responsive search ad example

4. Use Top-Performing Static Ads to Come up with RSA Assets

Your most successful static ads can guide you in developing responsive search ads (RSAs).

Follow these steps:

  1. Identify top-performing static ads by evaluating click-through rates, conversions, or other KPIs
  2. Analyze the ads for elements that contribute to success, such as effective calls to action, compelling headlines, or clear descriptions
  3. Extract core messages and phrases that seem most influential, focusing on their underlying value propositions.
  4. Convert these elements into RSA headlines and descriptions. Rephrase them for variety while preserving the key ideas.
  5. Create variations of each successful element by using synonyms, changing sentence structures, or adjusting the focus.
  6. Monitor performance to see which RSA assets resonate with your audience. Then refine and optimize further.

You can also adapt your high-performing expanded text ads into RSAs. Although Google no longer allows the creation or editing of expanded text ads, you can still use the same strategy: take successful content and transform it into RSA headlines and descriptions.

Apply these recommendations to enhance your Google Ads performance. For more guidance, watch the video below.

hq720.jpg

5. Pin Headlines and Descriptions to Specific Positions

Pin important content, such as disclaimers or unique selling propositions, so Google Ads always displays it. This strategy ensures your essential messages appear in every impression and meet compliance or branding requirements.

For example, if you manage a vegan restaurant, you might use a headline like “Purely Plant: 100% Vegan Menu.” Pin it as the first headline so it always shows, even if other headlines rotate.

Here’s how to pin your headline and description in responsive search ads:

While creating your ad, click the pin icon next to the headline or description.

A pin icon highlighted next to headline in Google Ads form

Choose a position to pin the headline:

Choose the position under the "Pin this headline" window

And choose a pin position for the description:

Choose the position under the "Pin this description" window

Save your changes when you’re done.

Consider these points while pinning your headline and descriptions:

  • Selecting “Showing in any unpinned position” will ensure that the message always shows, but it may appear in headline position 1, 2, or 3
  • Headlines 3 and Description 2 won’t always show, so pinned messages in those positions won’t always be part of the responsive search ad. So, pin headlines to positions like Headline position 1 or 2, and descriptions to Description 1 to ensure visibility.
  • Pin at least two or three headlines or descriptions to each position. This approach increases variation and reduces potential performance drops.
  • Changing or removing pinned headlines and descriptions can affect your ad’s appearance and performance.

6. Pin Sparingly

Pinning headlines or descriptions too often can limit Google’s AI from testing different combinations, which may reduce ad performance.

Use these guidelines on how often to pin your headlines and descriptions:

  • Pin only critical elements (like disclaimers, unique selling points, must-have offers). For example, pin a headline with a crucial product feature or a limited-time offer.
  • Monitor the ad strength indicator to see how pinned elements affect performance. A drop may suggest over-pinning.
  • Test pinned vs. unpinned content and make data-driven adjustments. If your click-through rate or conversions dip, you may be restricting how your ads match diverse user queries.

7. Use the Combinations Report

The combinations report reveals how different asset pairings perform.

Analyzing the most common asset combinations helps you see which headlines and descriptions perform best together.

The report shows which combinations get more impressions, but don’t rely on pinning headlines or descriptions based on these metrics alone. Responsive search ads perform best when they adapt to real-time signals like search queries and user preferences.

Here’s where to find it:

Go to your “Ads” table and select a specific responsive search ad. Click “View assets details” under the ad name.

“View assets details” link highlighted under the "Ads" table

Select the “Combinations” tab to see impressions for each combination.

“Combinations” tab under responsive search ad

Adjust your headlines or descriptions based on these insights.

8. Assess Responsive Search Ads with Ad Strength

Ad strength offers forward-looking insights, showing how well your ad aligns with attributes correlated with increased performance. 

Its ratings range from “Poor” to “Excellent,” reflecting how your ad aligns with performance indicators.

Ad strength feedback for a responsive search ad

There are three components of ad strength:

  • Rating (Poor, Average, Good, Excellent): Assesses overall quality
  • Categories: Examines factors like the number and uniqueness of headlines, use of relevant keywords, and distinct descriptions
  • Action Item Ticker: Suggests specific improvements to enhance ad effectiveness

Use Ad strength as a roadmap to refine your RSAs. Aim for a “Good” or “Excellent” rating by following the on-screen ideas and recommendations, which may involve adding or modifying headlines or descriptions.

Click “View Ideas” next to an ad strength factor to see recommendations.

"View ideas" links highlighted under the "Ad strength" section

Choose from any of the recommendations to improve your ad strength.

Ad strength dashboard

9. Combine Smart Bidding and Broad Match with RSAs

Pairing responsive search ads with Smart Bidding and broad match maximizes your campaign’s reach and efficiency.

  • Smart Bidding: This automated bid strategy uses machine learning to set bids for optimal conversions or conversion value. It factors in signals like device, location, language, and operating system.
  • Broad match: The default match type that captures misspellings, synonyms, and related phrases. It captures the widest range of search queries, letting your ads show for many relevant searches.

Benefits of this combination include:

  • Increased reach: RSAs can match many different search queries via broad match, showing more often to potential customers
  • Optimized bids: Smart Bidding automatically adjusts bids in real time to prioritize conversions
  • Time savings: Let Google’s AI manage bids and match types so you can focus on other campaign strategies

Use Google’s automated insights and flexible matching to create a more adaptive, high-performing campaign.

10. Track Crucial Metrics to Judge Responsive Search Ads’ Success

Different campaigns serve different goals, such as brand awareness, lead generation, or direct sales. Choose metrics that best match your objectives.

Key metrics to evaluate RSA performance include:

  • CTR: Measures how effectively your ad attracts clicks. A higher CTR often means your ad is relevant and engaging.
  • Conversion rate: Tracks the percentage of clicks that lead to desired actions (e.g., sales, signups). This metric is vital for gauging your ad’s ability to drive results.
  • Cost per conversion (CPC, not to be confused with cost per click): Helps assess cost-effectiveness, especially when conversions are your primary goal.
  • Return on ad spend (ROAS): Measures the financial return generated for each dollar spent.
  • Engagement metrics: Includes average session duration and pages per session, which can be especially useful for brand awareness or user engagement goals.

Further reading: 8 Google Ads Best Practices to Maximize Return on Ad Spend

Get Started with Responsive Search Ads

Responsive search ads adapt to user queries for stronger engagement and more efficient Google Ads campaigns. 

Use Semrush’s set of paid advertising tools to improve your strategies even further, so you can surpass competitors and boost ROI.

Use the Advertising Research tool to identify and evaluate your competitors' strategies, including their targeted keywords and ad copies. 

Understanding these insights helps you refine your RSA strategies to stay ahead of the competition.

Positions dashboard in Advertising Research tool

The PPC Keyword Tool helps you plan and optimize your Google Ads campaigns more effectively. Use this tool to organize campaigns and set up negative keywords, refining your RSA targeting for better results.

Keywords table overview in PPC Keyword Tool

The Ads History tool provides insights into competitors' ad strategies for specific keywords, including their historical ad copy. Use this information to fine-tune your RSAs, making them more competitive and relevant.

Keyword ads history table for "dog vet" in Ads History tool

Sign up for a free Semrush trial today to explore these tools and gain deeper insights, stronger performance, and a competitive edge.

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Sydney has been creating content for over 10 years. She has been a writer, content manager and coordinator, editor, and strategist. At Semrush, she’s a blog editor who makes sure each article is as accurate, optimized, and helpful as possible.