Glossary
Responsive Search Ads (RSA)
Responsive Search Ads (RSAs) are Google Ads' flexible search ad format that allows advertisers to provide up to 15 headlines and 4 descriptions, which Google's machine learning then assembles into ad combinations and tests against each other automatically. Unlike the retired Expanded Text Ads format, RSAs adapt the ad creative per auction based on the user's search query, device, and behavioral signals — serving the combination predicted to deliver the highest click-through rate or conversion rate for that specific impression. Google evaluates RSA performance through an Ad Strength indicator (Poor through Excellent) that measures the diversity and relevance of the provided assets. Best practices include providing the maximum number of headlines and descriptions, pinning critical brand messages when necessary, and periodically refreshing underperforming assets. RSAs are now the default search ad format in Google Ads and serve alongside call extensions, sitelinks, and other ad extensions to occupy maximum SERP real estate.