Responsive search ads (RSAs)
Responsive search ads are the default Google search ad format: you supply up to 15 headlines and 4 descriptions, and Google assembles combinations per auction.
RSAs turn copywriting into portfolio construction. The system needs genuinely distinct assets to work with — fifteen rephrasings of the same claim give it nothing to optimize. Cover different angles: price, proof, urgency, specificity, objection handling.
Pinning headlines restores control (position 1 for compliance-critical messaging, for instance) at the cost of combinatorial freedom. Watch the asset-level performance labels, but judge the ad on its results, not on achieving an "Excellent" ad strength badge — ad strength is a input-diversity heuristic, not a performance score.
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