> Quick answer: Go to your ad group in Google Ads, click the plus button, and select "Responsive search ad." Add up to 15 headlines and 4 descriptions. Aim for Good or Excellent Ad Strength before you publish.
---
Responsive Search Ads give Google the raw material to serve the right message to the right searcher. Your job is to provide enough variety. Google's job is to find the best combination.
What Are Responsive Search Ads?
RSAs adapt to each user's query. Google's machine learning assembles your headlines and descriptions into the most relevant combination for every search.
How RSAs differ from expanded text ads
Expanded text ads locked headlines into fixed positions. RSAs free those slots. Google decides which headline goes where based on real-time signals from the user's search.
Why Google uses AI to combine your headlines and descriptions
Per Google's Ads Help Center, Google Ads tests different combinations over time and learns which perform best. More diversity in your assets creates more testable combinations. More combinations means stronger relevance across more search queries.
---
Step 1: Set Up Your RSA in Google Ads
Open Google Ads and navigate to the search campaign where you want the new ad.
Navigate to your ad group
Click Campaigns in the left-hand menu, then open the relevant ad group. Click Ads to see what's already running.
Click the plus button and select 'Responsive search ad'
Hit the blue plus button. Choose Responsive search ad from the list. The RSA editor opens in the main panel.
Enter your final URL
Paste the landing page URL first. This is the page users reach after clicking. If you plan to run two RSAs in the same ad group, each one needs a unique final URL.
---
Step 2: Write Your Headlines (3-15)
Headlines are the most visible part of your ad. Fill as many of the 15 slots as possible. Google needs variety to find winning combinations.
Minimum 3, maximum 15 headlines
Three headlines meet the publishing minimum. Fifteen give Google the most to work with. Per Google's Ads Help Center, advertisers who improve Ad Strength from Poor to Excellent see 15% more clicks and conversions on average. More headlines accelerate that improvement.
Include your primary keyword in at least one headline
Mirror the user's search intent directly. If someone searches "project management software," a headline should say it. Keyword-rich headlines push your relevance score higher.
Vary length and messaging for diversity
Write some short, punchy headlines. Write some longer, feature-focused ones. Mix benefit statements, feature callouts, and CTAs. Diversity is how Ad Strength moves from Average to Good.
---
Step 3: Write Your Descriptions (2-4)
Descriptions give you space to sell the click. Fill all four slots if you can.
Minimum 2, maximum 4 descriptions
Two descriptions hit the minimum. Four give Google more combinations to test. More combinations improve your Ad Strength rating.
Keep each under 90 characters
Google enforces a 90-character cap per description. Write tight. Cut filler. Every word should earn its place.
Emphasize value, benefits, and CTAs
Lead with your strongest benefit. Follow with a feature or proof point. Close with a CTA. "Start free today" and "Book a demo" both work well.
---
Step 4: Review Your Ad Strength
Ad Strength is your real-time quality signal. Check it before you publish.
Understand Poor, Average, Good, and Excellent ratings
Per Google's documentation on Ad Strength, the rating measures relevance, quality, and diversity across your headlines and descriptions. Poor means low variety or weak keyword coverage. Excellent means strong variety, clear relevance, and broad coverage.
Check Google's recommendations for improvement
The editor shows specific suggestions inline. Add more unique headlines. Improve keyword inclusion. Treat each recommendation as a task, not a suggestion.
Unpin headlines/descriptions to enable more combinations
Pinning locks an asset to a specific position. It reduces the number of combinations Google can test, which limits Ad Strength. Unpin everything unless a headline must appear for legal or brand reasons.
---
Step 5: Publish and Test
Good or Excellent Ad Strength is your publishing benchmark. Don't treat it as a finish line.
Create at least 2 RSAs per ad group
Google's best practice guidance calls for at least 2 RSAs with Good or Excellent Ad Strength per ad group. Two RSAs give Google internal variety and help surface what messaging resonates.
Use a unique final URL for each RSA
Each RSA should point to a different landing page. It signals distinct user intents within the same ad group and keeps your tracking clean.
Monitor performance in your Advertise page
Check asset-level performance inside Google Ads campaign reporting. Identify which headlines and descriptions earn the most impressions. Refresh underperforming copy when you see signals stall.
---
How Coinis Helps You Write RSAs Faster
Filling 15 headlines and 4 descriptions with genuine variety is the hardest part of building an RSA. Coinis AI Copywriting handles it fast.
Generate diverse headlines and descriptions with AI Copywriting
Paste your product details or landing page URL. Coinis generates headlines that vary in length, angle, and CTA style. Generate enough to fill all 15 slots. Copy them straight into Google Ads.
Ensure brand consistency with Brand Profile
Brand Profile stores your voice, tone, and key messages. Every line Coinis generates reflects your brand. No generic copy. No off-brand CTAs that undercut your identity.
Store and organize ad copy in your Creative Library
Save your RSA copy sets in the Creative Library. Organize by campaign or ad group. Pull them back when it's time to refresh underperforming assets.
---
Or let Coinis do it.
From a product URL to a live Meta campaign. AI-generated creatives. On-brand copy. Direct publish to Facebook and Instagram. Real performance reporting. All in one platform.
Start free. Upgrade when you're ready.
15 AI tokens a month. No credit card.
Frequently Asked Questions
How many headlines should I add to a Responsive Search Ad?
You need a minimum of 3 headlines to publish an RSA, but Google recommends filling all 15 slots. More headlines give Google more combinations to test, which improves Ad Strength and overall performance.
What is a good Ad Strength score for a Responsive Search Ad?
Aim for Good or Excellent. Per Google's Ads Help Center, advertisers who improve Ad Strength from Poor to Excellent see 15% more clicks and conversions on average. Good or Excellent Ad Strength is also required to meet Google's best practice of 2 RSAs per ad group.