Term
Responsive Search Ad (RSA)
The standard ad type in Google Ads Search campaigns. Up to 15 headlines and 4 descriptions are uploaded; Google assembles them into an ad matching the search query.
Responsive Search Ad — in more detail
Since 2022 the Responsive Search Ad (RSA) is the only available ad type in Search campaigns — the former Expanded Text Ads (ETAs) were sunset. Advertisers provide up to 15 headlines (30 characters each) and 4 descriptions (90 characters each); Google automatically tests combinations and shows 3 headlines + 2 descriptions per auction, depending on query and user context. Pinning lets you force a specific headline or description into a fixed position — useful for brand mandates but costly in Ad Strength points. Ad Strength is a qualitative score (“Poor” to “Excellent”) that Google correlates with Quality Score and CTR.
Example / In practice
An insurer uploads 13 headlines (brand, product, benefit, trust variants) and 4 descriptions. Headline 1 is pinned to position 1 (“Health Insurance 2026”); a disclaimer headline is pinned to position 3. Google rotates the remaining headlines on position 2 — Ad Strength stays “Good”.
Distinction from similar terms
Expanded Text Ads were the predecessor with fixed 3 headlines + 2 descriptions and no automatic combinatorics. Responsive Display Ads are the Display equivalent. Performance Max uses asset groups instead of RSAs, bundling text, images, and videos in one container.
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Sitelink Extension
A Google Ads asset/ad extension that displays additional clickable links under the main ad — pointing to subpages, categories, or promotions.
LexikonQuality Score — what really drives it and how to lift it
Quality Score, ad relevance, landing page experience, expected CTR, Ad Strength and RSA woven together — how the auction score forms and which levers move it.
NewsGoogle Ads launches Journey-Aware Bidding and expands Smart Bidding Exploration
Smart Bidding now learns from the full lead-to-sale funnel. Smart Bidding Exploration is rolling out to Performance Max and Shopping.