What You Need to Know About Responsive Search Ads (RSAs)

Responsive Search Ads (RSAs) have been around for years, yet many advertisers still find them confusing. Done right, RSAs can be one of the most powerful tools in your Google Ads strategy. Let’s break down what they are, how they work, and five practical tips to help you improve performance.

What is a Responsive Search Ad?

A Responsive Search Ad is the default ad type for Google Search campaigns. Instead of creating just one static ad, you provide multiple variations, and Google automatically tests combinations to deliver the best results.

When setting up an RSA, you’ll need to provide:

• Final URL – The landing page you want users to reach after clicking.
• Headlines – 3–15 short, clickable titles (max 30 characters each). Aim for at least 8–10.
• Descriptions – 2–4 supporting lines (max 90 characters each).

Optional extras include display paths, which give users an idea of the page they’ll land on.

Are Assets Part of RSAs?

Yes, but they’re optional. Assets (formerly called extensions) can make your ads more engaging with extra information like sitelinks, images, or structured snippets. The best practice is to first create your RSA, then manage assets separately in the Assets tab at the account, campaign, or ad group level.

Is Ad Strength Important?

When building your RSA, you’ll see Google’s Ad Strength score (“poor,” “average,” “good,” or “excellent”). While useful as a checklist, it does not directly impact performance. Instead, focus on:

• Using keywords in your headlines and descriptions
• Adding enough variations
• Ensuring each headline/description is unique

Think of Ad Strength as a guide, not a rule.

5 Tips to Improve RSA Performance

1. Limit the number of RSAs per ad group
   You can create up to 3, but usually 1 RSA with solid headlines and descriptions is enough.
2. Pin headlines or descriptions wisely
   Only pin when necessary—such as for legal compliance or clarity.
3. Use ad customizers
   Features like Dynamic Keyword Insertion or Dynamic Location Insertion help tailor ads to user intent.
4. Know that headlines can show elsewhere
   Headlines may appear as part of descriptions or sitelinks. Don’t be surprised—it’s normal.
5. Track performance at the asset level
   Review individual headlines and descriptions under “Assets.” Wait for at least 100 clicks before making decisions, and 100 conversions for accurate CPA insights.

Why RSAs Matter More Than Ever

With Call Ads being phased out and the rise of AI-driven ad formats like Performance Max, mastering RSAs now ensures you stay ahead. The sooner you learn how to optimize them, the more competitive your campaigns will be.

At Earn SEO, we specialize in helping businesses maximize the performance of their Google Ads campaigns. As a trusted NYC PPC company, we know how to create and optimize Responsive Search Ads that drive real results. Whether you need better ad copy, smarter targeting, or full campaign management, our team is here to help you boost ROI and outpace the competition. Ready to take your PPC strategy to the next level? Visit us today.