Advertising skill guide
RSA playbook: write combinations that persuade
What an RSA is
A responsive search ad combines supplied headlines and descriptions in different eligible arrangements. Google's documented limits are up to 15 headlines and four descriptions, with 30 characters per headline and 90 per description. Not all assets appear on every impression. Verify the current editor and previews before launch.
Build complementary assets
Write distinct assets for query relevance, outcome, differentiator, proof, price/terms and action. Avoid filling all slots with synonyms. Every combination should make sense without a previous headline, and repeated benefits should not crowd out useful information.
An actionable example
For a local repair offer, headline options include 'Roof Leak Repair', 'Stop Leaks Before They Spread', 'Request a Repair Quote', 'West Palm Beach Roof Repair' and 'Clear Scope. Clear Pricing.' Use only service areas and promises you can fulfill. A description could read: 'Tell us about your roof leak. Get a clear repair scope and request a local estimate.'
Use pinning with a reason
Pin essential regulatory or brand wording when it must appear in a supported position. Pinning reduces combination flexibility; do not pin everything merely to recreate a fixed ad. Check which positions are guaranteed for the chosen configuration.
Connect assets to the page
Use relevant sitelinks, callouts and other available assets. Match the page headline, service area, offer, proof and CTA to the search. Do not advertise a price or deadline the visitor cannot find or obtain.
Test the business hypothesis
Use an experiment to compare a proof-led versus convenience-led message while holding audience and offer stable. Asset reports and Ad Strength help diagnose delivery; they do not independently prove causal lift or customer quality.
Review before publishing
Check character counts, punctuation, spelling, claim evidence, trademark/policy requirements, mobile previews, asset combinations and destination links. Verify that form submissions and calls are measured and qualified.
Format reference: Google RSA documentation.
Frameworks, examples and budget recommendations are editorial guidance. Use your verified business data and current account requirements when making a spending decision.