Google's RSAs test thousands of combinations. Here's how to give them the best headlines and descriptions to work with.
Responsive Search Ads (RSAs) are now the default ad format in Google Ads. You provide up to 15 headlines and 4 descriptions, and Google's machine learning tests different combinations to find the best performers. The quality of your inputs directly determines the quality of the combinations Google can create.
Write headlines that work independently and in any combination. Each headline should make sense on its own, because you can't control which headlines Google pairs together. Include your main keyword in at least 3 headlines, your location in 2-3, your USPs in 2-3, and a strong CTA in at least 2.
Pin your most important elements to ensure they always appear. Pin your primary keyword headline to position 1, your most compelling USP to position 2, and your CTA to position 3. This guarantees your ad always leads with relevance while giving Google flexibility to test other combinations in the remaining slots.
Write descriptions that elaborate on your headlines rather than repeating them. If your headline says 'Emergency Plumber Manchester', your description should add detail: 'Fast response within 60 minutes. Gas Safe registered. No call-out fee. Call now for a free quote.' Every word should either build trust or drive action.