What Is RSA (Responsive Search Ad) (Responsive Search Ad)?
A Responsive Search Ad (RSA) is Google Ads' default Search format. You supply up to 15 headlines and 4 descriptions; Google's ML mixes and matches them per query, per user, per device. RSAs replaced Expanded Text Ads (ETAs) in 2022 and are now the only Search ad format supported.
Structure
You provide 12 distinct headlines (mix of features, CTAs, USPs, offers, locations) and 4 descriptions. Google picks 2–3 headlines and 1–2 descriptions per impression, testing combinations. Over time, best-performing combos get shown more; weak headlines rotate out.
Benchmarks
- Aim for at least 10 unique headlines and all 4 descriptions filled.
- Ad Strength: 'Good' or 'Excellent' recommended (correlates with 2–7% CTR lift).
- Pin sparingly: 1–2 pinned headlines max, or ML can't test.
Why it matters
RSAs are how Search creative testing works in 2026. Weak headline variety = ML can't find winners = higher CPC and lower CTR. Strong variety across USPs, CTAs, and audience angles is the closest thing to a free CPC discount.
Common mistakes
- 1.Providing only 4–5 headlines. ML has nothing to work with.
- 2.Pinning every headline. Defeats the whole point of RSAs.
- 3.Using repetitive headlines. 'Best Meta Ads Agency,' 'Top Meta Ads Agency,' 'Leading Meta Ads Agency' teach ML nothing.
Put RSA (Responsive Search Ad) to work
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FAQs about RSA (Responsive Search Ad)
Should I pin headlines?
Only when compliance requires it (legal, brand). Pin 1–2 max; more and Google's ML can't test.
What's a good Ad Strength score?
'Good' or 'Excellent.' Below that, expected CTR takes a hit. Adding unique headlines and descriptions almost always moves the needle.
How many RSAs per ad group?
Google recommends 1 RSA per ad group. Multiple RSAs split learning signal and cannibalise each other.
Related terms
Google's 1–10 rating of expected CTR, ad relevance, and landing page.
Clicks ÷ impressions — measures how often your ad earns a click.
Broad, phrase, and exact — how Google matches keywords to queries.
Google Ads formula that decides which ad shows and at what position.
Google's judgement of how useful your LP is post-click.