How Does Google Ads Generate Responsive Search Ads?

How Does Google Ads Generate Responsive Search Ads?

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Syed Aquib Ur
Syed Aquib Ur Rahman
Assistant Manager
Updated on Mar 31, 2023 21:18 IST

Google Ads generates Responsive Search Ads by using machine learning algorithms to automatically create and optimise ad combinations based on the advertiser’s input.


Responsive search ads have been all the rage for a couple of years due to the integration of machine learning to propel human creativity and business. With this new and default search ad format, businesses can engage customers more and stay on top when it comes to clickable ads. Let’s dive into how Google Ads generate responsive search ads. 

If completely new, read about Google Ads and the broad concept of search engine marketing first. 

Google Wants You to Engage Customers 

Back in the pre-pandemic heydays of 2018, Google introduced Responsive Search Ads. These search ads combine machine learning principles and the creativity of the content creator. Google also announced that after 30th June 2022, only responsive search ads would exist. 

Coming to ‘how Google Ads generate Responsive Search Ads’, the following mentions how. 

  • You have to provide 15 headlines and 4 descriptions, of which Google will help you choose the three best headlines and two description lines. 
  • Google’s own Machine Learning Technology creates more than 43000 variations of ads from the handful of headlines and descriptions you provide.
  • This artificial intelligence that Google deploys for ads can optimise for various contexts. It can recognise which combination can perform best for your audience. 
How Google Ads generate responsive search ads

Source: DataFeedWatch

Google mentions, “On average, advertisers that combine Google’s machine learning with multiple creatives see up to 15 percent more clicks.” 

Take up free Google Ads courses

Difference Between Responsive Search and Expanded Search Ads

Let’s see how responsive search ads differ from the old expanded text ads. 

Responsive search ads (RSAs) are the default format for Google search ads. You get thousands of ad variations with it. Before this, advertisers on Google would use expanded text ads (ETAs) with three headline fields, two description fields, the domain of the display URL, and a display URL. But the problem was always about manual A/b testing and too much time spent on guesswork. 

Google announced that it replaced the expanded text ads with responsive search ads, allowing much more flexibility. For example, on smaller screens, RSAs adjust themselves, and the user may not see a third headline every time, like in ETAs. 

According to Google, “Advertisers who switch from expanded text ads to RSAs, whilst using the same assets, see an average of 7% more conversions at a similar cost per conversion.

How Are Responsive Search Ads So Great?

Responsive search ads allow better chances to reach customers based on what, how, when, and where they search. It’s all about making the user experience great and increasing engagement on any device and location. 

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With RSAs, a business can provide a better brand experience. Google now allows options to upload images and logos, which previously was not the case. Google would automatically take a pic from the company’s website for the expanded text ad. 

With them, you can even customise headlines based on your user’s location or even their location of interest.  

Learn to write eye-catching headlines with a great strategy from the best Google Ads courses .

Best Practices for Responsive Search Ads

Here are some great ways to get started. 

Writing Great Headlines 

Headlines should ideally have the name of the brand, keywords, benefits, and CTAs. 

Here’s a sample Google ad headline. 

Brand: FitnessFuel

Keywords: Weight loss supplements

Benefits: Lose weight fast and feel great with FitnessFuel supplements

CTA: Order now and get a 20% discount!

Headline: “Transform Your Body with FitnessFuel: Fast and Easy Weight Loss Supplements – Order Now and Save 20%”

Adding More Than One Keyword

Google folks mention about adding at least three keywords. But you will need tools like Ad Strength and Keyword Insertion. These will help you craft better headlines. 

Google Ad Strength

Focus on Descriptive Yet Actionable CTAs

CTAs should be strong and make the user perform an action. You can be descriptive and even create some FOMO. Some examples include

  • Book your spot now for our limited-time offer!
  • Get started on your fitness journey – try our gym for free!

Parting Thoughts

While you have Google’s machine learning technology helping you create responsive search ads, focusing on the best practices will get you repeat customers.

About the Author
Syed Aquib Ur Rahman
Assistant Manager

Aquib is a seasoned wordsmith, having penned countless blogs for Indian and international brands. These days, he's all about digital marketing and core management subjects - not to mention his unwavering commitment ... Read Full Bio



How does Google Ads generate responsive search ads? Google Ads creates them based on existing ad copy, landing pages, and extensions Google Ads creates them based on existing high performing ad copy Google Ads mixes and matches headlines and description lines that have been provided Google Ads mixes

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