As a part of Google’s relentless quest for innovation, 2018 saw the search giant introduce their latest ad unit – responsive search ads. Responsive search ads or RSA removed Standard Text Ads. As with any new release, this has led to part excitement and part panic amongst digital marketers who are scrambling to understand what this means for their efforts.
With the dust marginally settled and after the analysis of over 5000+ ad copies running RSA, there are a few harsh truths about Google’s new innovation, that was uncovered. But, before that, let us understand what exactly is RSA all about.
Learn what really works, what fails, and how to optimise your RSAs for better performance.
What Exactly Are Responsive Search Ads?
Responsive Search Ads (RSA) are Google’s largest, newest and the most flexible search ad format. Different from the conventional search ads, where you are able to create one static ad text by writing the headlines and descriptions together.
How are your Google Ads Campaign going?
Download 30 Points Google Ads Checklist to Run Highly Profitable Campaigns
When writing a RSA, you can write about 15 different headlines and 4 different descriptions. Collectively, those descriptions and headlines can be arranged in over 43,000 various permutations. In theory, this means that RSA provides endless ad testing possibilities.
But what happens after that?
Google automatically tests the different combinations to find out which one performs the best. With time, your RSA might serve the best message to the searchers on the basis of their device, the keywords, past browsing behaviour and other such signals.
Image: Responsive search ads
Currently, RSAs are available in English, German, French, Portuguese, Spanish, Swedish, Italian, Russian, Dutch, Polish, Japanese, Danish, Turkish and Norwegian. Other languages are on the way.
How to Create Responsive Search Ads?
Step 1: Go to the ads tab and click on the blue “+” icon. Then, select “responsive search ads”.
Search Ads
Image: How to create responsive search ads
That’s actually the only step. After you have done step 1 and clicked on RSA, you will be automatically guided to the rest of the components needed to create an RSA. The final URL of the ad will request you to put up to fifteen headlines and up to 4 descriptions.
responsive search ads
Image: Headlines for responsive search ads
Google will show up to three headlines in a single ad. So, make sure to pin the headlines that you want Google to show by clicking on the “pin” icon right next to the headline.
Image: Pin the headline
You’ll have the option of pinning your headlines to positions 1, 2 and 3. Make your choice wisely.
Image: Pinning headlines to position 1, 2 and 3
Just like the headlines, you can also choose to pin the descriptions that you want Google to display as the search giant will only display 2 out of 4.
Image: Pin the description
It is crazy simply to create an RSA. But, is everything hunky dory with this new innovation? Unfortunately, that’s not the case!
What Are The 7 Harsh Truths About Responsive Search Ads After Analyzing Ad Copies?
Finding these harsh truths required extensive testing and research. Therefore, after analyzing 5000+ responsive search ad copies, here are the observations:
Harsh Truth # 1 – Low impressions:
As you must already be aware that impressions refer to the number of times that an ad appears on Google or the Google network.
But, the problem with responsive search ads is that even if the ads are marked as ‘approved’ they are neither accruing impressions nor clicks.
Where expanded text ads would fetch about 3,000 impressions in 30 days, responsive ad is hardly getting one impression. Even if we have changed the descriptions and headlines as per the suggestions given by Google, the results still remained the same.
Low impressions mean that the ads are not being shown to the people. However, this is only the beta version and we are hoping that Google will come up with solutions for this problem in due course of time.
Harsh Truth # 2 – Low ad serve:
Our assessment showed that existing responsive search ads performed better than new responsive search ads in an ad group. New RSAs are getting negligible serve share. The new ads are simply not getting enough traction and are barely served, which is making results or learnings insignificant.
The reason that we found for this is that early adopters of RSAs were given access to additional inventory volume, but now that the standard ads have also been updated to match, the text ads are also serving in the same auction. So, this is no longer serving as a benefit to those running new RSAs.
Image: Low ad serve
Harsh Truth # 3 – All the headlines and descriptions are not getting equal chance:
As mentioned above, Google’s RSA is giving you the opportunity to enter up to 15 different headlines and up to 4 different descriptions. But they are not showing all of your headlines and descriptions in the ad. They are only showing 3 out of 15 headlines and 2 out of 4 descriptions.
Then, Google will be automatically testing the different combinations to make sure which one works the best. As an advertiser, you will not be able to tell which one of the combinations is actually working.
You will perpetually remain in a state of confusion and uncertainty unless Google rolls out some added features to give advertisers more transparency in the way headlines and descriptions are shown to the searchers.
Harsh Truth # 4 – Ads are not assembled:
To have your adsassembled, you have to work really hard. You cannot provide redundant content as that will restrict the system’s capability of assembling combinations. Also, your headlines and descriptions must be unique and distinct.
They must not have a close relation and they should not be stuffed with keywords. You cannot have the same text for every headline.
Your ad will simply stop showing if you fail to be 100% unique.
Image: Ads are not assembled
Harsh Truth # 5 – In-depth visibility lacking:
RSA lacks an in depth visibility when it comes to headlines and descriptions. You cannot see a clear winner since Google carries out different tests automatically and puts headlines or descriptions in different positions to analyze their performance.
Also, every headline or description will not show every time and there is no way to know which ones are performing better than the rest.
Google’s RSA does not specify any kind of variants that we can use to compare between different copy lines. Also, while Google is making the tests and comparisons on its own, it is not releasing any data by which we can understand exactly what is happening, and which copy is standing out from the rest.
Harsh Truth # 6 – Absence of ad customizers:
Responsive search ads are not supporting the feature of ad customizers. This feature had let advertisers to create backend databases for the text of their ads.
This is a detriment to advertisers who make use of ad customizer for developing complex campaign strategies, such as campaign based disclaimer messages, rotating promotions or product specific copy pulled from product feed data.
Only the keyword ad enhancer is working in an RSA. Other advanced copy functions like, IF and Countdowns functions are not working.
It is not clear if the functionality will come later, but at the moment, you will have to keep your headlines static when creating these ads.
Harsh Truth # 7 – Lack of cohesive storytelling:
It is a common practice among advertisers to link one headline with the other. For example, 1H – Buy XYZ now and 2H – Save X% on 2.
But, in RSAs, each headline stands alone. So, you cannot tell a story through your ads. Each ad has to hold on its own and give our clear messages.
Hopefully, Google will come up with a solution to work around this issue. And if not, copywriters need to adopt a new way of thinking.
Winding up
The majority of digital marketers are of the opinion that RSAs are an upgrade in terms of advertising real estate and aligns perfectly well with Google’s drive for automation on its platform.
It will be wise for advertisers to begin experimenting with this format instead of incorporating it with their digital marketing strategy in order to learn the different strategies that will work best when Google assumes more control over how your ad is displayed.
Yes, it does have issues and we hope that they will be solved as Google rolls out new tools and updates, given that presently it is still in the beta version.
Responsive Search Ads (RSAs) represent a major evolution from static ad formats by introducing automated ad assembly. Unlike traditional ads with fixed text, you provide multiple headlines and descriptions, and Google's algorithm dynamically combines them to find the most effective message for each user. This shift matters because it allows for testing on a massive scale, with up to 43,000 permutations from a single ad setup.
The core value proposition of RSAs is continuous, automated optimization. Instead of manually creating and testing dozens of individual ads, you empower the system to learn from user signals. Key benefits include:
Personalization at Scale: The system can tailor ad combinations based on keywords, user device, and browsing history.
The core mechanism of a Responsive Search Ad is component-based ad creation powered by machine learning. You provide a pool of assets, specifically up to 15 headlines and 4 descriptions, which Google then algorithmically assembles into thousands of unique ad permutations. The system's goal is to serve the most relevant and engaging ad for every single search query.
To achieve this, the algorithm analyzes a wide range of real-time signals to predict which ad combination will perform best. This dynamic ad serving model relies on data points such as:
The specific keywords that triggered the search.
The user's past browsing behavior and search history.
The device type, whether it's mobile, desktop, or tablet.
Other contextual signals like time of day and location.
This data-driven approach aims to move beyond one-size-fits-all ad copy, but as the research shows, its effectiveness can be inconsistent, particularly in the initial stages of a campaign. To see how these signals translate to actual results, explore the full analysis.
The most alarming difference observed between Responsive Search Ads and Expanded Text Ads was a severe lack of visibility for the newer format. The analysis of over 5000 ad copies revealed that RSAs often struggle to accrue impressions, even when marked as 'approved' by Google. This directly contradicts the expectation that a more flexible ad format should gain traction quickly.
This performance disparity highlights a critical challenge for advertisers. While an Expanded Text Ad could reliably generate around 3,000 impressions in 30 days, a comparable RSA in the same ad group would sometimes get barely a single impression. This suggests a potential flaw in the initial ad serving logic or a much higher bar for the algorithm to begin displaying an RSA at volume. The key takeaway is that relying solely on RSAs without monitoring their impression share can be a costly mistake, leaving you with near-zero visibility. Understanding the root causes of this issue is the first step toward a solution.
The analysis of 5000+ ad copies uncovered a glaring performance issue: many approved Responsive Search Ads receive extremely low to zero impressions. This 'low impression' phenomenon is a significant problem because it prevents the ad format from even entering the testing phase, completely undermining its primary benefit of automated optimization. Advertisers expect Google to rotate assets to find winners, but if the ad is never shown, no learning can occur.
This finding starkly contrasts with the performance of older formats. For instance, where an Expanded Text Ad might have secured 3,000 impressions in 30 days, an RSA in the same campaign can sit dormant. This evidence suggests a disconnect between the theoretical power of 43,000+ permutations and the practical reality of getting the ad served. The failure to launch means your best headlines and descriptions may never be seen by users. Digging deeper into why this happens is crucial for anyone investing in this ad type.
The benchmark performance of Expanded Text Ads, capable of achieving 3,000 impressions in 30 days, serves as a crucial reference point highlighting the reliability of established formats. It teaches us that while new, automated technologies like Responsive Search Ads offer immense potential, they can also introduce significant performance risks, such as a complete failure to serve. This historical data provides a baseline for what 'normal' visibility looks like within a Google Ads campaign.
This comparison underscores the importance of a diversified ad strategy rather than a complete and immediate shift to the newest format. The key lesson is one of strategic patience and risk management. Instead of abandoning what works, you should:
Run RSAs alongside high-performing Expanded Text Ads.
Set clear performance benchmarks for new RSAs.
Closely monitor impression and click data in the first few weeks.
This approach allows you to test the new format without sacrificing the consistent traffic generated by proven ad types. Explore the full findings to learn more about balancing innovation with stability.
Creating a Responsive Search Ad is a straightforward process designed for efficiency. You begin by navigating to the 'Ads' tab in your Google Ads campaign, clicking the blue '+' icon, and selecting 'Responsive search ad' from the dropdown menu. This action initiates the ad creation workflow where you'll input your assets.
The strategic power lies in how you manage those assets, particularly with the pinning feature. After providing your final URL, you will write up to 15 headlines and 4 descriptions. To maintain control over your message, you can use the 'pin' icon next to any headline or description. This allows you to enforce a specific message structure while still allowing for some algorithmic flexibility. For example:
Pin to Position 1: Always show your brand name or a key value proposition first.
Pin to Position 2: Ensure a specific call-to-action or offer is always included.
Pin Descriptions: Guarantee that essential legal disclaimers or shipping information appear.
Mastering this balance is key to leveraging RSAs effectively, as the complete guide explains in more detail.
Google's push towards automation with Responsive Search Ads signals a fundamental shift in the role of a PPC specialist, moving from manual ad copywriter to strategic performance analyst. The long-term implication is that expertise will be less about crafting the perfect static ad and more about feeding the machine-learning algorithm the right creative inputs. Your value will come from your ability to guide and interpret the automation, not fight it.
To adapt, you must evolve your skill set to focus on strategic oversight and creative direction. The new responsibilities include:
Creative Asset Management: Developing a diverse and compelling portfolio of headlines and descriptions for the system to test.
Performance Analysis: Scrutinizing asset-level reporting to understand which messages resonate, rather than just which ad won.
Strategic Pinning: Using features like pinning to balance brand control with algorithmic optimization.
Technical Troubleshooting: Diagnosing issues like the 'low impression' problem to ensure ads are actually being served.
This evolution requires a deeper analytical mindset, which the full article explores further.
To align with Google's automation-first future, advertisers must shift their strategy from direct ad control to systemic influence and rigorous monitoring. Instead of resisting Responsive Search Ads, your long-term plan should focus on mastering them while building in safeguards. This means accepting that the algorithm is in charge of ad assembly but recognizing that you are in charge of the inputs and analysis.
A resilient long-term strategy involves embracing a test-and-verify mindset. Key adjustments include:
Building a Creative Library: Proactively develop and categorize a wide range of headlines and descriptions based on different user intents.
Running Hybrid Ad Groups: Continue to run top-performing static ads alongside RSAs to create a performance baseline and safety net.
Focusing on Audience Signals: Devote more time to refining audience targeting, as this provides the algorithm with better data to personalize ads.
Monitoring Asset-Level Data: Regularly review which assets perform best and use these insights to inform your overall marketing messaging.
This proactive approach helps you mitigate risks like the low impression issue. Learn more about future-proofing your campaigns by reading the complete analysis.
The most common and frustrating problem is that an approved Responsive Search Ad fails to accrue any meaningful impressions or clicks, effectively remaining invisible. This issue is particularly vexing because the Google Ads interface provides an 'approved' status, suggesting the ad is ready to serve, yet it never does. This stalls campaigns and prevents any performance data from being collected.
Strategically using the pinning feature can be an effective troubleshooting step. By creating a highly controlled version of your RSA, you can diagnose the problem. For instance:
Pin one headline to position 1, a second to position 2, and a third to position 3.
Pin one description to position 1 and a second to position 2.
This effectively creates a static ad within the RSA framework. If this highly-pinned version begins to gather impressions while a flexible version does not, it may indicate an issue with how the algorithm is combining your other assets. This and other diagnostic techniques are explored in the full article.
An approved Responsive Search Ad may fail to generate impressions due to a lack of statistical confidence from the Google Ads algorithm or intense competition within the ad group itself. If you have high-performing Expanded Text Ads in the same ad group, the system may default to serving the proven winner rather than risking performance on an untested RSA. This creates a catch-22 where the new ad cannot get impressions to prove its worth.
To avoid this, you should restructure your ad groups to isolate variables and force the system to test new creative. A stronger approach involves:
Creating RSA-Only Ad Groups: For a clean test, duplicate an existing ad group and run only the RSA in the new version.
Limiting Ad Variations: Start with one RSA and one Expanded Text Ad in an ad group, not multiple versions of each.
Ensuring Asset Quality: Write distinct, high-quality headlines and descriptions, as poor or repetitive assets may cause the algorithm to sideline the ad.
This controlled testing environment gives your RSA a fair chance to accumulate data, a concept the complete post delves into.
To integrate Responsive Search Ads safely, an agency should adopt a phased, data-driven approach that prioritizes stability. The goal is to test the new format's potential without cannibalizing the consistent results from proven Expanded Text Ads, which might be generating 3,000 impressions in 30 days. This requires a structured and patient implementation plan.
Here is a four-step plan for a measured rollout:
Audit and Identify: Begin by identifying your top 3-5 best-performing ad groups based on conversion data. These are your test candidates.
Create and Isolate: In each target ad group, add just one RSA. Ensure it runs alongside your existing top-performing Expanded Text Ads. Do not pause the old ads.
Monitor Early Indicators: For the first 14-30 days, focus exclusively on impression and click-through rate data for the new RSA. The initial goal is visibility, not immediate conversions.
Evaluate and Iterate: After the initial period, if the RSA is receiving adequate impressions, start analyzing its conversion performance and use asset-level reports from Google to refine headlines and descriptions.
This methodical integration process minimizes risk while allowing you to gather valuable data on what works. The full guide provides more advanced tips on scaling this process.
A common mistake advertisers make is adding a new Responsive Search Ad into a mature, high-performing ad group that is already dominated by a successful Expanded Text Ad. The Google algorithm, designed to maximize performance, will often continue serving the historically proven ad, starving the new RSA of the very impressions it needs to learn and optimize. This creates an unintentional barrier to entry for your new creative.
To avoid this, you must restructure your campaigns to force a fair test and give the RSA a chance to perform. The most effective way to do this is through controlled experimentation. Instead of adding the RSA to an existing ad group, you should:
Duplicate the entire ad group.
In the original ad group, pause the new RSA.
In the duplicated ad group, pause the old Expanded Text Ads and run only the RSA.
This A/B test at the ad group level ensures both formats receive traffic, providing clean data to compare performance. For more strategies on proper test setup, review the full findings.
Chandala Takalkar is a young content marketer and creative with experience in content, copy, corporate communications, and design. A digital native, she has the ability to craft content and copy that suits the medium and connects. Prior to Team upGrowth, she worked as an English trainer. Her experience includes all forms of copy and content writing, from Social Media communication to email marketing.
Growth Strategy and Planning
