How to Write Google Ads Responsive Search Ads That Fit the Limits and Perform

The limits you have to work within

Google enforces these limits when you save the ad. Characters include spaces and punctuation. Characters in double-width scripts such as Chinese, Japanese, and Korean count as two.

• Headlines: minimum 3, maximum 15, each up to 30 characters.
• Descriptions: minimum 2, maximum 4, each up to 90 characters.
• Display path: two fields of up to 15 characters each, shown after your domain (example.com/running/shoes).
• Displayed at once: up to 3 headlines and 2 descriptions, though often fewer, especially on mobile. Write each asset so it works alone.
• Keyword insertion {KeyWord:Default Text}: the default text must fit the limit, and a long keyword falls back to the default automatically.

Plan headlines by job, not by count

Filling 15 slots with variations of one message gives Google 15 ways to say the same thing. Instead, give each headline a role. A useful split for a typical ad group is below; adjust to your offer.

Check every headline against the others. If two would look odd next to each other ("Free Shipping | Free Delivery"), one of them should change. Combinations are drawn freely unless you pin, so assume any pair can appear together.

• 3 to 4 headlines containing the main keyword or close variants, so the ad matches the query: Running Shoes for Men, Men's Running Shoes Online.
• 3 to 4 benefit or feature headlines: Cushioned for Long Runs, Wide Sizes Available.
• 2 to 3 offer or proof headlines with specifics: Free Returns for 30 Days, Rated 4.7 by 12,000 Buyers (only if true and verifiable).
• 2 headlines with a call to action: Shop the New Range, Find Your Size Today.
• 1 to 2 brand headlines: the brand name plus a short qualifier.

Descriptions: use the 90 characters

Descriptions get less attention than headlines but carry the detail that qualifies the click. Each should be a complete thought that does not depend on another description. Aim for 80 to 90 characters; a 45-character description wastes space you have already paid for.

A practical set of four: one expanding on the main benefit, one with the offer and its conditions, one addressing a common objection (delivery time, returns, price match), and one call to action with a reason to act now. Avoid repeating headline text word for word.

H: Men's Running Shoes            (22)
H: Free Returns for 30 Days       (24)
H: Cushioned for Long Runs        (23)
D: Lightweight trainers with responsive foam, tested on road and trail. Sizes 6 to 13.   (85)
D: Order by 2pm for same-day dispatch. Not the right fit? Return it free within 30 days.  (86)

Pinning: a tool for compliance, not control

Pinning fixes an asset to headline position 1, 2, or 3, or description position 1 or 2. Every pin reduces the number of combinations Google can test, and Ad Strength drops as a result. Pin only when you have a real reason.

Good reasons: a legal disclaimer that must always show, a regulated industry where the brand name must appear first, or a headline that only makes sense in a specific position. Even then, pin two or three alternatives to the same position rather than one. Google rotates among them and you keep some flexibility while guaranteeing the position is always filled with an approved message.

Ad Strength and asset reports

Ad Strength (Poor, Average, Good, Excellent) is a checklist score: it rewards more assets, more unique assets, and keywords in headlines. Google states it is a best-practice indicator and is not used in the ad auction. An ad rated Average that converts well is better than an Excellent one that does not. Aim for Good or above when it costs nothing, and do not dilute a strong message just to reach Excellent.

Judge performance on the outcome that matters to the business, conversions and cost per conversion, at the ad and ad group level, with enough data to be meaningful. Use the asset-level report to find headlines and descriptions that rarely get served or underperform, replace a few at a time, and wait for the data to settle before changing more. Swapping all 15 assets at once makes it impossible to learn what helped.

Editorial rules that cause disapprovals

Many rejected RSAs fail on formatting rather than content. Check for these before submitting:

• No exclamation marks in headlines; descriptions may use one.
• No excessive capitalisation (FREE, BUY NOW) except for accepted acronyms and trademarks.
• No repeated punctuation or symbols (!!, ***), and no gimmicky spacing like F R E E.
• Generic calls such as "Click here" are not allowed.
• Superlatives and price claims (Cheapest, No.1) must be verifiable on the landing page.
• Display paths must relate to the landing page and follow the same editorial rules.

A drafting workflow

Draft assets in a spreadsheet with a live length column, one row per asset and a column for its role. Paste the set into the Neemtools Ads Character Limit Checker to confirm nothing is over 30 or 90 characters, then preview combinations in the Google Ads RSA Preview to catch pairs that read badly together. The Ad Copy Analyzer scores copy for calls to action, power words, and clarity, which is a useful second opinion on weak headlines. Finally, tag the final URL consistently (the Google Ads UTM Builder helps here) so performance can be tied back to the campaign in analytics.