Writing a Google ad means crafting a set of headlines and descriptions that fit strict character limits, match what someone is searching for, and give them a compelling reason to click. The format is a responsive search ad (RSA), where you provide multiple headlines and descriptions, and Google’s system mixes and matches them to find the best-performing combinations. Here’s how to write each piece effectively.
How Responsive Search Ads Work
Each RSA lets you write up to 15 headlines and 4 descriptions. Headlines are capped at 30 characters each, and descriptions at 90 characters each. Google then tests different combinations of your headlines and descriptions, showing two or three headlines and one or two descriptions at a time depending on the device and screen size.
Because Google assembles your ad from parts, every headline needs to make sense on its own and alongside any other headline you’ve written. Two headlines that say nearly the same thing waste a slot. Two headlines that contradict each other create a confusing ad. Write each one as a standalone message that adds something new, and read them in random pairs to check that they work together.
Providing the full 15 headlines and 4 descriptions gives Google more combinations to test, which typically leads to better performance over time. If you only submit four or five headlines, you’re limiting the system’s ability to optimize.
Write Headlines That Earn Clicks
Your headlines do the heavy lifting. They’re the largest, boldest text in the ad, and most people decide whether to click based on the headline alone. A few proven approaches work consistently.
Lead With the Keyword Plus a Benefit
The simplest formula is your target keyword paired with a clear benefit. If you sell project management software, a headline like “Project Management Made Simple” mirrors the search term and promises something the reader wants. This works especially well for searches with strong buying intent, where the person already knows what they need and just wants the right option.
Use Specific Numbers
Numbers catch the eye and feel concrete. “Save 37% on Shipping Costs” is more believable than “Save Big on Shipping” because the specificity signals a real offer rather than marketing fluff. Odd numbers tend to outperform round ones by a meaningful margin. Prices, percentages, timeframes, and quantities all work: “Plans From $29/mo,” “Set Up in 5 Minutes,” “Over 10,000 Templates.”
Address the Objection Directly
If you know what holds people back from buying, call it out. “No Contract Required,” “Free Cancellation,” or “No Credit Card Needed” remove friction before the reader even clicks. Pair your keyword in one headline with the objection-buster in another. When Google serves them together, you get a one-two punch: here’s what you’re looking for, and here’s why the thing you’re worried about isn’t a problem.
Ask a Question
Questions pull readers in because they instinctively want to answer. “Tired of Slow Shipping?” or “Still Paying Too Much for CRM?” reframe the ad as a conversation rather than a pitch. Negative framing, where you reference a problem or frustration, can outperform positive messaging by a significant margin because it taps into the motivation that triggered the search in the first place.
Add Location When It Matters
For local businesses or region-specific services, adding the city or area to your headline immediately signals relevance. “Plumber in [City Name]” or “Same-Day Delivery in [Area]” filters the right audience in and tells them you serve their location. Google lets you use location insertion dynamically, but a manually written local headline often feels more natural.
Write Descriptions That Close the Deal
Descriptions give you 90 characters to expand on your headlines. Use this space for details that don’t fit in a headline: how the product works, what’s included, a specific incentive, or a clear call to action.
A strong description follows a simple structure. Start with a benefit or proof point, then end with what you want the reader to do. “Free 14-day trial with full features. No setup fee. Start building your first project today.” That’s benefit, objection removal, and a call to action in one description.
Avoid vague filler like “We offer the best solutions for your needs.” Every word in a 90-character slot is expensive real estate. If a phrase doesn’t give the reader new information or a reason to act, cut it.
Write all four descriptions, and make each one emphasize a different angle. One might focus on price, another on speed, a third on social proof (“Trusted by 50,000+ teams”), and a fourth on a limited-time offer. This gives Google distinct options to pair with different headline combinations.
Match Your Ad to Your Landing Page
Google assigns every ad a Quality Score based partly on how well your ad text matches the page people land on after clicking. This score directly affects how much you pay per click and how often your ad shows. A high-relevance ad can pay less and still outrank a competitor with a higher bid.
The rule is straightforward: whatever your ad promises, your landing page must deliver. If your headline says “20% Off Running Shoes,” the landing page should show running shoes at 20% off, not a generic homepage where the visitor has to hunt for the deal. If your ad says “Get a Free Quote,” the landing page should have a quote form visible without scrolling.
This means you may need different ads for different landing pages. An ad pointing to your pricing page should emphasize cost and value. An ad pointing to a product category page should emphasize selection and features. Writing great ad copy that sends people to the wrong page wastes your budget and tanks your Quality Score.
Pin Headlines Strategically
Google lets you “pin” a headline to a specific position, meaning it always appears in that slot. Pin your most important headline to position one so it always shows up first. This is useful when you need your brand name or primary keyword visible in every combination.
Pin sparingly, though. Every pin you add reduces the number of combinations Google can test. If you pin all three headline positions, you’ve essentially turned your responsive ad into a static one and given up the optimization benefit. Pin position one if you need to, leave the rest flexible, and let the system find what works.
Use Scarcity and Incentives
Offers with a deadline or limited availability create urgency that boosts click-through rates. “20% Off, Ends Friday” or “Only 3 Spots Left This Month” give the reader a reason to act now instead of bookmarking the page and forgetting about it. There are two types of scarcity that work well: quantity-based (“Limited stock remaining”) and time-based (“Offer expires Dec 31”).
Make sure any scarcity claim is real. If your “limited time” offer runs for six months straight, it stops feeling urgent and starts feeling dishonest. Google also has policies against misleading promotions, so keep your incentives genuine.
Competitive Positioning
If people searching your keywords are comparing you to a known competitor, your ad copy can acknowledge that directly. Headlines like “The Smarter Alternative to [Competitor]” or descriptions highlighting a price difference work well for searchers who are already considering their options. Emphasize what makes you different: lower cost, no setup fees, better support, a specific feature the competitor lacks.
You can’t use a competitor’s trademarked name in your headline in most cases, but you can reference the comparison indirectly or use it in your keyword targeting while keeping the ad copy focused on your own strengths.
Test, Read the Data, and Rewrite
Your first ad won’t be your best ad. After your RSA has run for a few weeks and collected enough impressions, Google labels each headline and description as “Best,” “Good,” “Low,” or “Learning.” Replace low-performing assets with new variations. Keep the ones labeled “Best” and write new headlines that explore angles you haven’t tried yet.
Look at which headline combinations drive the most conversions, not just the most clicks. A clever headline might get attention but attract the wrong audience. The goal is people who click and then take the action you want on your landing page, whether that’s a purchase, a signup, or a phone call. Rewrite with that outcome in mind, and your ads will get stronger with every round of edits.