How many headlines should I provide in my RSA?

Provide the full 15 headlines and 4 descriptions to give Google's AI the most testing flexibility.

Should I pin headlines in my Responsive Search Ads?

Pin only when necessary (e.g., for compliance or critical branding). Over-pinning limits the machine learning benefits of RSAs.

Responsive Search Ads Best Practices for 2025

Why RSAs Matter in 2025

RSAs are Google's default ad format, using machine learning to mix and match your headlines and descriptions for each auction. Done right, they improve ad relevance, Quality Score, and conversion rates.

👉 The key? Feed Google's AI with high-quality, diverse inputs — not generic, repetitive headlines.

Funnel-Based RSA Strategy

Diagram mapping RSA best practices to TOFU, MOFU, BOFU funnel stages, highlighting visibility, engagement, and conversion techniques.

TOFU: Maximize Visibility + Relevance

Write headlines that address broad pain points (e.g., "Affordable [Product] Near You").
Include primary keywords in 3-4 headlines to help ad relevance.
Use manual CPC or Maximize Clicks with limits to control early-stage costs.

MOFU: Increase Engagement + Trust

Highlight unique selling points: "Free Trial", "No Setup Fees", "Trusted by 500+ Customers".
Add CTAs that match user intent (e.g., "Get a Free Quote").
Remove or rework low-rated assets based on Google's feedback.

BOFU: Drive Conversions

Emphasize urgency and guarantees: "24/7 Support", "Money-Back Guarantee".
Pin key value statements or compliance-required messages to ensure they always appear.

Advanced RSA Best Practices

✅Fill all slots: Aim for 15 distinct headlines + 4 unique descriptions.
✅Avoid redundancy: Each headline should offer a unique angle (don't repeat the keyword endlessly).
✅Use pinning selectively: Only pin critical messaging to avoid limiting AI flexibility.
✅Monitor asset performance: Replace consistently low-rated headlines/descriptions.
✅Leverage Ad Strength: Aim for "Good" or "Excellent" rating without sacrificing message clarity.

Pitfalls Agencies Often Overlook

❌Stuffing RSAs with repetitive keyword variations, limiting Google's ability to test combinations.
❌Over-pinning headlines, turning RSAs into static ads.
❌Ignoring Google's asset performance reports, leading to stale and underperforming ads.

Side-by-side example of good vs bad Responsive Search Ad asset structure, with distinct headlines and description on the good side, and repetitive keyword-stuffed headlines on the bad side, marked with a green check and red cross respectively.

RSA Performance Optimization Framework

Weekly RSA Audit Checklist:

Asset Performance Review: Identify and replace "Poor" rated assets
Search Terms Analysis: Add negative keywords for irrelevant queries
Impression Share Monitoring: Ensure budget isn't limiting top-performing RSAs
Competitor Analysis: Update headlines to maintain competitive messaging
Landing Page Alignment: Verify RSA messaging matches landing page content

2025 RSA Trends to Watch

AI-Powered Asset Suggestions: Google's increasingly sophisticated recommendations
Enhanced Audience Targeting: RSAs adapting messaging based on audience signals
Cross-Campaign Learning: Performance data sharing between RSAs across campaigns
Voice Search Optimization: Headlines optimized for conversational queries

Pro Tip for Small Businesses

Don't let agencies convince you that RSAs are "set and forget." The most successful small businesses actively manage their RSA assets, testing new headlines monthly and removing underperformers. This hands-on approach often outperforms larger agencies running on autopilot.

Internal Links

Final Thoughts

Responsive Search Ads in 2025 aren't set-and-forget. When done right, they give small businesses an edge over agencies relying on stale, lazy ad setups. At OnlyDeb, we build RSAs designed to convert. Let's talk.

Responsive Search Ads (RSA) Best Practices for 2025