Responsive search ads (RSAs) are a Google Ads search ad format where you write multiple headlines and descriptions, and Google automatically mixes and matches them to show the best combination for each search.
Instead of building one fixed ad, you give Google “building blocks” of copy. You can add up to 15 headlines (up to 30 characters each) and up to 4 descriptions (up to 90 characters each). When someone searches, Google selects up to 3 headlines and up to 2 descriptions, then orders them in different ways to match the query, device, and predicted likelihood of a click or conversion. That’s why RSAs are now the default search ad format for most accounts.
For local Orlando businesses, RSAs are useful because search intent changes fast. Someone typing “emergency dentist near me” wants speed and reassurance, while someone searching “dental implants cost Orlando” wants price framing and details. With RSAs, you can cover both in one ad group without creating a dozen separate ads.
How RSAs work in plain English
- You write a set of headlines and descriptions that can be combined in many ways.
- Google tests combinations over time and shifts traffic toward the ones that perform better.
- You can “pin” a headline or description to a position (like Headline 1) when something must always appear, but pinning reduces the number of combinations Google can test.
How we recommend writing RSA assets
RSAs work best when every headline can stand on its own, and when you avoid near-duplicates. A good mix usually includes: a service keyword headline, a location or service-area headline, a trust headline (reviews, years in business, same-day availability), an offer or financing headline if you have one, and a clear call-to-action. For descriptions, focus on outcomes and next steps, not slogans.
One practical rule: if two headlines mean the same thing, keep the stronger one and use the slot for a different angle. Variety gives Google better options, and it also helps you learn what your market actually responds to.
When pinning makes sense (and when it doesn’t)
Pin only when you have a real reason, like legal language, a brand requirement, or a must-have qualifier (for example, “24/7 emergency service” if you truly answer calls 24/7). If you pin too many assets, RSAs start acting like old-school static ads, and you lose most of the upside.
If you want help building RSAs that match your offers, service areas, and landing pages, our PPC management team can set up the structure, tracking, and testing so you’re not guessing.
Also, RSAs perform better when you pair them with the right assets (formerly extensions) like sitelinks, call, location, and structured snippets, because those improve visibility and lead quality without changing bids. If you’re unsure which ones matter, our breakdown of ad extensions (assets) and which ones matter most is a solid next step.
