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What are Responsive Search Ads?

You provide the ingredients; Google cooks the meal.

In the past, you wrote one fixed ad (Headline 1 + Headline 2). Today, Google uses responsive search ads (RSAs).

Google combines these options for each search. User A might see a combination focused on "price," while user B sees one focused on "quality."

The "More is Better" Rule

Don’t hold back on your inputs.

The power of an RSA comes from variety. If you only give Google 3 headlines, the AI has nothing to test.

Best practices for assets

• Use as many of the 15 slots as possible: the more distinct headlines you write, the more combinations Google can test.

• Be distinct: don't say the same thing five different ways ("Buy Shoes," "Get Shoes," "Purchase Shoes"). Each headline should add something new:

• Vary lengths: write some short headlines and some long ones so Google can fit them on different screen sizes.

The Art of "Pinning"

How to control the chaos.

Sometimes you need to be sure a specific text appears, such as a legal disclaimer or your brand name.

For this, use the Pin feature.

⚠️ Warning: Don’t pin everything! If you pin one headline to each of positions 1, 2 and 3, you effectively switch off the AI; Google will always show the same headlines. Rule of thumb: Only pin what is truly required (like a legal disclaimer or brand name) and let the AI handle the rest.

Tip: Pin two or three headlines to the same position to keep control without losing variety.

Ad Strength vs. Real Performance

Don't obsess over the "Excellent" score.

Google gives your ad a rating: Poor, Average, Good, Excellent. This rating measures variety and relevance, not sales.

You can have an "Excellent" ad that makes no sales, and an "Average" ad that performs very well.

Use Ad Strength as a guide to make sure you have written enough distinct headlines and used your keywords in them. Judge success by your conversion rate and cost per conversion.

ClickSambo tip: Because RSAs automatically test many combinations, your ads may show in more searches and auctions. Some of this new traffic may be low quality or bot-heavy. When you launch a new RSA, keep an eye on your ClickSambo reports to make sure the new traffic comes from real people.