🔥Want to understand how a responsive search ad really gets built, so you can spot the wasted combinations and fix them
In this video, I explain how Google Ads generates responsive search ads, using a real RSA inside an ad group so you can see what’s happening.
A responsive search ad lets you add up to 15 headlines and 4 descriptions, then Google Ads will mix and match them into different combinations to find what performs best.
That sounds great, but it can also create a ton of ad combinations, which is where budget waste creeps in if your headline and description assets don’t work well together.
I show how I use headline pinning to keep the ad copy readable, protect ad relevance for key search queries, and reduce pointless combinations while still letting machine learning do its job.
⏩ Skip to Section
00:00 How Google Ads generates RSAs (15 headlines + 4 descriptions)
00:48 RSA walkthrough in Google Ads (URL, path, headlines, descriptions, assets)
01:39 Headline pinning to control message order
02:15 Why RSAs can create 32,670 combinations
02:55 How I determine what’s winning (asset details, learning, impressions)
04:07 Reading the top combinations Google is favouring
04:50 Quick recap on how responsive search ads work
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❓FAQs
Q1. What is a responsive search ad in Google Ads?
A responsive search ad (RSA) is a text ad where I add multiple headlines and descriptions. Google Ads mixes them to match different search queries.
Q2. How does Google Ads generate responsive search ads?
Google Ads tests different combinations of my headline and description assets. Machine learning then shows what’s most likely to perform best for each user search.
Q3. Why do RSAs create so many combinations?
With up to 15 headlines and 4 descriptions, Google Ads can build thousands of ad combinations. More assets means more possible mixes.
Q4. What’s the point of headline pinning in an RSA?
Headline pinning lets me control which headline shows in a specific position. I use it to keep the ad copy in the right order.
Q5. Can headline pinning hurt ad performance?
Yes, if I pin too much, I limit testing and reduce optimisation. I only pin what’s necessary for clarity or compliance.
Q6. How do I find out which RSA assets perform best?
I check asset details in Google Ads to see what’s “Good”, “Best”, or still learning. Then I replace weak headlines and descriptions.
Q7. How long does it take Google Ads to learn an RSA?
It depends on traffic, but I look for a few thousand impressions before judging. Low-volume ad groups usually take longer.
Q8. How should I write headlines and descriptions for RSAs?
I write assets that are meaningfully different, not rewrites. That gives Google better options for different search queries.
Q9. Should I run more than one RSA per ad group?
Only if each RSA has a different angle. If they’re too similar, one strong RSA usually tests faster.
Q10. Are RSAs better than expanded text ads?
Often, yes. RSAs can test more different combinations than expanded text ads, with less manual work.
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