What is a responsive search ad?

Users can prepare an ad with 5 to 15 headlines and 2 to 4 descriptions.

Google’s algorithm will try to match the ad content with search intent and show the best result.

For the first 2 weeks, the ad “learns”, so the minimum suggested time for which the ad should be active is around 6 weeks.

What type of content can I choose?

In the Google Ads editor, click on the Add content button.

ad content

The content section is where you specify what your ad should look like. You can choose between two ad formats – Expanded and Responsive.

ad format, expended or responsive

Which ad type should I use?

Use an expanded text ad if you want to run your ad for a few days to bring people to your site in order to start generating conversions.

Use a responsive text ad if you want to run your ad over a longer period of time to find out which combination has a higher conversion rate and lower cost per click.

How do I set up an Expanded ad format?

To create the content, start with headlines.

Think of three things you’d like people to know about your offer. Include search terms people may have entered. Start with the most important message because smaller screens may not display all the headlines.

  1. Provide Headline 1 (up to 30 characters). 
  2. Provide Headline 2 (up to 30 characters).
  3. (Optional) provide Headline 3 (up to 30 characters). Based on the device and its resolution, Google decides if the third headline will be displayed, so keep this in mind when adding it.
expansive ad format

How do I set up a Responsive ad format?

To create the content, start with headlines.

You can enter from 5 to 15 headlines in which you don’t repeat phrases. Google will mix and match the ad content with search intent in order to find out the best-converting combination. The Responsive type ad “learns” for the first 2 weeks, so the minimum suggested time for which the ad should be active is around 6 weeks.

  1. Provide Headline 1 (up to 30 characters). 
  2. Provide Headline 2 (up to 30 characters).
  3. (Optional) provide Headline 3 – 15 (up to 30 characters). Based on the device and its resolution, Google decides if the rest of the headlines will be displayed, keep this in mind when adding it.
responsive ad type

What are the guidelines for descriptions?

Another step is to provide descriptions. Expand on your headlines and give people any additional information about your business. For the Expanded ad type, you can add 2 unique descriptions. For the Responsive ad type, you can add from 2 to 4 unique descriptions.

  1. Add Description 1 (required, up to 90 characters).
  2. Add Description 2 (optional, up to 90 characters). Based on the device and its resolution. Google decides if the second description will be displayed, so keep this in mind when adding it.
  3. Add Description 3 and 4 (optional, up to 90 characters) for Responsive ad type only.
  4. Once you’re done, click Save. You will see a preview of your ad.