The short answer
A responsive search ad (RSA) lets you add up to 15 headlines of 30 characters and 4 descriptions of 90 characters; Google tests combinations and shows the best ones. Write headlines that repeat the searched keyword, state the offer, add proof (reviews, years, results) and give a clear call to action. Aim for Good or Excellent ad strength, and pin only what must always show.
Before you start
By the end of this SOP
One responsive search ad per ad group with 10–15 distinct headlines, 4 descriptions and Good or Excellent ad strength.
- Time
- 20–30 minutes per ad group
- You’ll need
- An ad group with keywords and a landing page (SOP 302).
- Who does this
- Whoever writes ad copy; the business owner checks offers and claims.
About this SOP: why it matters, where and when
Why it matters: Ads that match the search and show a clear reason to choose you get a higher CTR, a better Quality Score and a lower cost per click.
Where: Google Ads → Campaigns → your ad group → Ads → + New ad → Responsive search ad.
When: When you build an ad group, and when an ad’s CTR or conversions drop.
Stage 1
Gather the raw material
- 1
List the ad group’s top 3 keywords. At least 3 headlines should contain them.
- 2
Write the offer: price, free consultation, EMI, same-day service, a launch discount. Specific beats vague: “Implants from ₹28,000” beats “Affordable implants”.
- 3
Write proof: Google rating and review count, years in business, number of customers, awards, certifications.
- 4
Write the top 2 objections customers raise (cost, pain, time, trust) and an answer to each.
Stage 2
Write 15 headlines (30 characters each)
Make every headline different. Google can’t test variety you didn’t write.
- 1
Use this mix:
- 3–4 keyword headlines: “Dental Implants in Kochi”.
- 2–3 offer headlines: “Free Implant Consultation”.
- 2–3 proof headlines: “4.8★ from 900+ Patients”.
- 2 objection headlines: “EMI Options Available”.
- 2 call-to-action headlines: “Book Your Visit Today”.
- 1 brand headline: “Smile Care Dental Clinic”.
- 2
Check the character counter. Headlines over 30 characters won’t save.
- 3
Don’t repeat the same idea with different words. “Best Dentist Kochi” and “Top Dentist in Kochi” count as one idea.
Stage 3
Write 4 descriptions (90 characters each)
- 1
Description 1: the main benefit and who it is for.
- 2
Description 2: proof plus a detail, for example “Painless implants by specialists with 15+ years’ experience. 900+ reviews.”
- 3
Description 3: the offer and any condition.
- 4
Description 4: what happens next: “Call or WhatsApp to book. Open Mon–Sat 9 am–7 pm.”
- 5
Add two display path fields (15 characters each), for example /implants/kochi. They don’t need to be real URLs.
Stage 4
Pin carefully and check ad strength
- 1
Pin only when a line legally or practically must show, for example a regulated disclaimer or the brand name in position 1.
Watch out
Pinning one headline to each position removes Google’s ability to test and usually drops ad strength to Poor.
- 2
Read the previews on the right. Every combination should make sense on its own.
- 3
Aim for Good or Excellent ad strength. If it says Poor, add more distinct headlines and include keywords.
- 4
After 2–4 weeks, open the ad’s Assets view and replace headlines rated Low with new ideas.
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
Write a full RSA (15 headlines, 4 descriptions, 2 paths) for “wedding photographer in Thrissur”, staying within every character limit.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
How many responsive search ads should an ad group have?
One strong RSA is enough for most ad groups. Google recommends up to three; more ads split the data and slow learning.
Does ad strength affect ranking?
Not directly. Ad strength is a guide to variety and relevance. But ads with more relevant, distinct headlines usually earn better CTR and Quality Score.
Can I use prices in Google Ads headlines?
Yes, and specific prices often lift CTR and lead quality. Keep them accurate and update them when prices change.
Done. That’s a real skill, not a certificate.
Next: SOP 304 — Add Sitelinks, Callouts, Structured Snippets and Call Assets →
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track