Responsive Search Ads | Writing RSAs That Work
The responsive search ad (RSA) is now the standard ad format on Search. You write multiple headlines and descriptions, and Google combines them differently in each auction, looking for the best performance.
The logic and its limit
The idea is this: rather than guessing which headline works for which user, let the machine handle the combination. With enough data, this genuinely works well.
The limit is this: the machine can only combine the material you give it. If you write headlines that are nearly identical, there is nothing to test and the system cannot use its advantage.
How to write the headlines
Headlines need to carry genuinely different angles. One should carry the service name, one a differentiator, one price or offer information, one a trust element, one a call to action.
The most common mistake I see is the same sentence repeated with small variations. In that case you never learn which message works. Each headline should stand on its own and remain readable whatever order it appears in.
Alignment with the keyword
Having the target keyword in the headline directly affects the ad relevance component of Quality Score. That is why narrow, consistent ad groups also make RSAs perform better.
Trying to address dozens of different keywords with a single RSA in a very broad ad group lowers both relevance and click-through rate.
When pinning is right
Google lets you pin a particular headline to a particular position. The feature is useful, but overused it destroys the system’s ability to test.
I use pinning only where necessary: in sectors requiring legal wording, where the brand name must always appear, or where a wrong combination carries risk. Otherwise leaving it free performs better.
Reading the asset report
Google reports which headlines and descriptions perform “best”, “good” or “low”. Replacing low-performing assets is the fastest way to refresh an ad.
Reading that report regularly also teaches you what messaging works — the same insight can be used in landing page copy.
How do we start? First I review the asset report on your existing ads to work out which messages are working. I send the new headline set and a test plan in writing. You can reach me from the contact page.
Frequently Asked Questions
How many headlines should I write?
Close to the maximum the system allows, but not as filler. If you cannot write a headline that genuinely says something different, adding near-duplicates does not help.
How important is the Ad Strength indicator?
It is a guide, not a goal. Adding genuinely distinct headlines to raise Ad Strength is good; adding irrelevant messaging for the sake of the indicator lowers performance. The measure is always conversions.
What about my old expanded text ads?
They can no longer be created. If you have old copy that worked well, moving those messages into RSA headlines is the most practical route.
How do I work?
Work-hour packages
Tell me about your website and what you need on WhatsApp or by phone; we agree on a work block of somewhere between 5 and 40 hours and I start doing what is needed. What you get is not a calendar window — it is net working hours spent directly on your business. I can use 40 hours working three days straight, or deliberately spread it out and finish it over a year — whatever the work calls for. I do not spend my time estimating how long something will take, I spend it doing the work; every hour I spend has a lasting result on your site. We keep going for as long as you find it useful.
Why not monthly?
Is 40 hours a week?
On a fixed monthly fee both sides are watching the wrong thing: you watch a fixed cost, the other side watches how many more contracts like this they can line up. Working by the hour puts us both in front of the same thing — the real value of the work that got done. I know not having an upfront answer to "how much will this cost in total?" is the natural cost of this model. But instead of paying a fixed fee for months to a setup that is not producing results, you only pay for the qualified time spent on your work — and you see exactly where that time went, start to finish. That is why my clients keep coming back.