Responsive Search Ads (RSAs) let you provide multiple headlines and descriptions, which Google automatically combines to create ads tailored to each search.
Responsive Search Ads (RSAs) are the default text ad format in Google Ads. Advertisers provide multiple headline and description options, and Google's algorithm tests combinations in real time to find the highest-performing versions. RSAs replaced Expanded Text Ads (ETAs) in 2022 and are now the only text ad format available for new campaigns.
RSA specifications are fixed. Google does not allow variation on these numbers.
[table]
Asset | Maximum Count | Character Limit
Headlines | 15 | 30 characters each
Descriptions | 4 | 90 characters each
Displayed headlines per ad | Up to 3 | Shown together in the served ad
Displayed descriptions per ad | Up to 2 | Shown together in the served ad
[/table]
Google combines assets dynamically. Each impression may show a different combination of headlines and descriptions. The algorithm learns which combinations perform best and serves them more often.
Pinning locks a specific headline or description to a specific position. You can pin an asset to position 1, 2, or 3 (headlines) or 1 or 2 (descriptions).
Pinning has limitations:
Use pinning when legal or brand requirements force specific messaging into specific positions.
For example, pinning a required disclaimer to a description slot, or pinning a brand name to headline position 1.
Avoid pinning otherwise. Every pin reduces the number of combinations Google can test. Over-pinning limits performance because the algorithm has less flexibility to find winning variations.
Most B2B SaaS accounts should have zero or one pin per ad. More than that and you're constraining the tool that's supposed to be dynamic.
Ad Strength is Google's rating of your RSA on a scale from Poor to Excellent. It's an indicator, not a ranking factor. It doesn't directly affect Ad Rank.
What Ad Strength measures:
An Ad Strength of "Good" or "Excellent" typically means Google has enough variety to test. "Poor" or "Average" usually means you have too few assets or too much duplication.
What matters the most is whether the ad converts, which is measured by CTR, conversion rate, and cost per conversion, not by Google's internal rating.
The 15 headline slots are an opportunity that most B2B SaaS accounts waste by writing 15 variations of the same message. The framework I use structures headlines across seven distinct angles:
Cover all seven angles across your 15 headlines. This gives Google enough variety to test genuinely different combinations.
For the full framework with real B2B examples and the standards we apply to every ad group, our Responsive Search Ads for B2B SaaS piece breaks it down.
For how RSA copy connects to landing pages, our landing page copy guide covers message match at the point of conversion.
Do these four things and RSAs become the highest-leverage ad format in the account.
ScalixAI is a performance-driven Google Ads agency specializing in helping high-growth, AI-first companies scale with predictable, profitable customer acquisition. Founded by an ex-Googler with 9 years of insider advertising experience, we manage the entire Google Ads lifecycle—from campaign strategy and account setup to conversion tracking, analytics, and ongoing optimization. Our data-centric, AI-powered approach ensures you know exactly which campaigns are working, why they’re working, and what to do next to outpace your competitors.ScalixAI is a performance-driven Google Ads agency specializing in helping high-growth, AI-first companies scale with predictable, profitable customer acquisition. Founded by an ex-Googler with 9 years of insider advertising experience, we manage the entire Google Ads lifecycle—from campaign strategy and account setup to conversion tracking, analytics, and ongoing optimization.
Most clients see performance stabilize by month three. Google Ads isn’t a slot machine—it takes time to compound.
No. We work month-to-month. All we ask is that you give us three months to prove the results.
While Google Ads is our entry point, we also support LinkedIn Ads, Reddit, and X campaigns when needed.
The CRO audit covers your landing pages, CTAs, forms, and overall user flow. We’ll flag what’s holding back conversions and recommend fixes. If changes require design or dev resources, we’ll hand over clear action steps for your team, so you know exactly what to adjust.
As an ex-Googler, I know which recommendations are useful, and which are just there to hit Google’s internal targets. We’ll filter their advice for you, implementing only what actually helps us hit revenue goals.
Weekly reports show spend, conversions, CPL/CPA, and how we’re tracking against projections. “Good” means campaigns are meeting efficiency targets. “Scalable” means we can push budget and expect the same or better efficiency without breaking ROI.