Google Search ads allows advertisers to reach their audiences effectively across Google’s landscape. As a best practice, use Responsive search ads (RSA) to maximize your ad campaign effectiveness. Responsive search ads use Google’s AI to find the best combination for your ads that’s relevant to your audience. By improving relevance, your ads can connect with more customers and drive more conversions.
Learn how to use Google ads effectively by following the responsive search ads best practices below. Check out our Google Ads Best Practices page for more tips to improve your Google Ads.
Google Ads Tutorials: Responsive search ads best practices
On this page
- Responsive Search ads best practices
- AI Overviews for responsive search ads
- Frequently asked questions
Responsive Search ads best practices
Ad Strength
Follow these tips to improve your ad campaign’s Ad Strength and effectiveness.
- Include at least 2 responsive search ads (RSA) with “Good” or “Excellent” Ad Strength per ad group:
- Advertisers who improve Ad Strength for their responsive search ads from ”Poor” to ”Excellent” find 15% more clicks & conversions on average.1
- Advertisers with one RSA who add an additional RSA to their ad group (for a total of 2 RSAs) find a 6.6% increase in conversions at a similar cost per conversion on average.1
- Advertisers with 2 RSAs who add an additional RSA to their ad group (for a total of 3 RSAs) find an average 3.7% increase in conversions at a similar cost per conversion. 1
- Check Ad Strength for insights: Use Ad Strength as a marker for an ad’s effectiveness. Ad Strength provides forward-looking feedback on your assets and their possible performance.
- Opt into text customization to improve your Ad Strength: Tailor your headlines and show more relevant ads with text customization. Learn more About text customization in Search campaigns.
Learn more About Ad Strength for Google Ads.
Ad assets
As a rule, enable all asset types that make sense for your business. Varied and engaging assets can help responsive search ads find the right combination for your audience. Here are some tips to improve your ad assets.
For in-depth information, check our detailed guide on how to Use as many asset types as possible.
- Include your business logo and business name: Advertisers that show a business logo and name with their Search ads see an average of 8% more conversions at a similar cost per conversion.2
- Show your location and phone number: Use location assets and call assets if applicable. For example, if your business offers in-person services, add a location to your business.
- Add a unique final URL for each Responsive search ad: The final url should be relevant to each responsive search ad. For example, responsive search ads that want to invite customers to a mailing list should link to that mailing list directly.
- Include sitelinks to your ads: Sitelinks allow your ads to add more relevant links. Learn more About sitelink assets.
- Add at least 4 unique image assets: Responsive search ads work best when the campaign contains a varied asset library to create its ads. Keep all image assets relevant to your products and services.
- Use AI assets for variety: Leverage AI tools to create more assets for your campaign.
- Pin assets and headlines for consistent ads: For specific campaign goals, pin assets and headlines to your ads to keep your responsive search ads consistent.
- Make your assets' quality as high as possible: Assets are automatically chosen based on several factors, including previous performance, user context, and available space.
- Review campaign level asset reporting: Campaign level asset reports helps you understand which of your assets resonate most with your customers, and which assets don’t resonate. Learn more About campaign level asset reporting for responsive search ads.
Case Study
Ad copy
Genuine ad copy that resonates with users will improve responsive search ad effectiveness. Keep ad copy informational yet natural to connect with your audience.
- Craft messaging that focuses on user benefits: Users respond to ads that speak to their needs. Tailor your unique selling message based on possible context and user needs.
- Include keyword integration to your messaging: Users engage with ads that appear most relevant to their search. This shows your ad’s relevance to what people want. For example, if "digital cameras" is one of your keywords, your ad headline could be "Buy Digital Cameras".
- Use audience hooks to connect with your audience: Audience hooks in ads can improve performance if the creative message resonates with your ad goal. For example, a party planning service uses happy messaging in their ad copy.
- Avoid generic language in your ads: Use specific calls to action. Generic calls to action often show decreased engagement with ads. Give people a clear indicator of what they should do next. For example "Call now for a free quote" and "Learn more today".
Case Studies
For in-depth information, check our detailed guide on how to Write compelling, genuine ad copy.
Brand messaging
Ad campaigns with strong brand messaging can help reach your campaign goals. Follow these tips to keep your brand messaging consistent yet diverse.
- Create ad text that appeals to users across devices: Keep ad text consistent across devices. An effective call to action on one device tends to be compelling on multiple platforms.
- Try headlines of varying lengths: Varied headline lengths can help your ads resonate with different customers.
- Add as many unique headlines and descriptions as you can: Showcase what makes your products, services, or offers competitive. Unique headlines and descriptions allow the Google Ads machine learning algorithm to assemble more ad combinations.
- Include prices, promotions, or exclusives in the headline or description: Mention any discounts, promotions, or exclusive products in your headline and description. Added information like promotions and discounts can help users decide their next actions.
- Match your ad to your landing page: Ensure the promotions or products in your ad are included on your website. People may leave your website if promotions and information aren’t consistent.
For in-depth information, check our detailed guide on how to Create messaging that reflects your brand and the products and services you offer.
Advanced tools
Leverage and integrate advanced tools in your ad campaigns for success. Tool use can help create effective ad campaigns while streamlining efforts.
- Use keyword insertion and ad customizers: Tailor your creative messages to a user’s search while reducing your management overhead with keyword insertion. Customizers and keyword inserters are especially helpful if you manage a lot of ads.
- Pair responsive search ads with Smart Bidding and broad match keywords: Show the right message to as many relevant people as possible while automatically setting the right bid for each query. Learn more About Smart Bidding and About the broad match keywords campaign setting.
Case Study
Using the combination of broad match, Smart Bidding, and responsive search ads, UK-based tails.com increased sign-ups in Germany from its generic Search campaigns by 182%, while increasing clicks by 258%.
Watch their story:
For in-depth information, check our detailed guide on how to Set up your ads for success.
Optimize your ads
Improve your ad’s effectiveness with tests to refine your messages.
- Use ad variations to test and iterate creative messages: Learn about your users preferences and improve your performance by honing ad text. Learn more About ad variations.
- Evaluate the success of your ads: Consistently evaluate the success of your ads. Responsive search ads help you qualify for more auctions, so ad-level performance and metrics like clickthrough rate and conversion rate won't paint a full picture of your performance. Use incremental impressions, clicks, and conversions your ad groups and campaigns receive as additional markers for success.
For in-depth information, check our detailed guide on how to Test and optimize creative messages.
AI Overviews for responsive search ads
AI Overviews help users quickly find information and explore all the web has to offer. You’ll find AI Overviews in your Google Search results when our systems determine that generative AI can be especially helpful, for example, when you want to quickly understand information from a range of sources.
Ads are eligible to be shown above, below or within AI Overviews on Search, allowing advertisers to reach customers in new moments of exploration on Search.
Learn more About ads and AI Overviews.
Frequently asked questions
How many assets can I add to a single RSA?
Responsive search ads can hold 15 headlines and 4 descriptions. For best results, aim to add as many assets as possible with unique, high-quality content.
Learn more About responsive search ads
Should I "pin" headlines or descriptions to specific positions?
For general ad campaigns, no. Only pin your headlines if you have specific campaign goals that require consistent messaging. Pinned headlines and descriptions limit the combinations of your Responsive search ads.
Can I use RSAs with Image Assets?
Yes. Add at least 4 unique image assets to your campaign to significantly increase your search ads’ effectiveness.
How can I find out which RSA combination works the best?
Check the combination report in your ad campaigns pages. The combinations report shows all the ad combinations created from your responsive search ads. The report shows each combination's views and impressions and which combinations are more common.
Learn more About the combinations report for responsive search ads.
What’s the ideal Ad Strength for my Responsive Search Ads?
The current best practice is to have at least one "Excellent" or "Good" RSA per ad group. Add unique assets and follow our best practices to improve your Responsive search Ad Strength.
