Responsive Search Ads (RSAs) have redefined how paid media marketers write and optimize ad copy. 

Yet, while the format offers flexibility and reach, it’s also renowned for bringing complexity and unpredictability to the table. Something that has driven many marketers away from RSAs all together in recent years.

To help uncover the potential of RSAs - and to help marketers fix all-too-common mistakes - we spoke to the RSA guru herself, Amy Hebdon, on a recent episode of the Paid Media Lab.

As the founder of Paid Search Magic and creator of Magnetic RSAs, very few marketers know the ins-and-outs of RSAs as well as Amy. Naturally, we had to get her insights on what makes responsive search ads successful. 

Whether you’re just getting started with the ad type or are looking to fine-tune your approach, our discussion was packed-full of practical strategy and advice on making RSAs work - and work well. 

Watch the full episode below, or keep reading for an in-depth breakdown of the discussion:

Timestamps:

0:00 - Intro

3:01 - What are Responsive Search Ads?
5:11 - The key elements for RSA setup

6:56 - Target audience vs. Anti audience

8:54 - How important is the ‘Ad Strength’ metric?

12:04 - Common mistakes & pitfalls to avoid

14:01 - Should you use ChatGPT for RSA ad copy?

15:55 - When you should pin vs. shouldn’t pin 

17:34 - Key factors to keep in mind with RSA campaigns

19:08 - Creating & targeting more niche audiences

21:21 - Troubleshooting underperforming RSAs

23:10 - What will the future hold for RSAs?

25:45 - How AI overviews impact PPC

27:34 - Running ads in LLMs?

What are responsive search ads?

Responsive Search Ads (RSAs) are a dynamic ad format within Google Ads that allows you to write multiple headlines and descriptions (up to 15 headlines and 4 descriptions). 

Google’s machine learning then automatically tests different combinations of these to determine which arrangement performs best based on the user’s search query, device, and browsing behavior.

They were introduced to replace Expanded Text Ads (ETAs), with the goal of giving advertisers more flexibility to show relevant messaging without needing to manually A/B test every variation. Over time, Google uses engagement data to “learn” which combinations work best. In an ideal world, this means improved performance over time.

Ultimately, RSAs are designed to adapt. The same ad group can deliver a slightly different version of the message to different users, based on signals like location, search intent, and historical behavior. This can lead to broader reach, higher CTRs, and improved relevance - when set up correctly.

But that flexibility comes with trade-offs. Since Google controls which combinations are served and when, advertisers give up visibility into exact creative performance and lose some control over messaging consistency. As such, RSAs are considered to be another ‘black box’ ad type, similar to Performance Max campaigns.

Since you don’t have as much visibility or control, getting RSAs to perform well requires clear intent, well-structured inputs, and a deep understanding of both audience targeting and platform behavior in order to deliver results.

How RSAs differ from ETAs

In June 2022, Google sunsetted expanded text ads (ETAs), and RSAs took their place. If you were familiar with ETAs (or regular text ads for that matter), here’s how RTAs differ:

1. Greater real estate

Google wants RSAs to perform well - or at least better than ETAs did. As such, RSAs can occupy significantly more SERP space than ETAs ever did. 

They can now take over the entire above-the-fold view on mobile, meaning visibility isn’t an issue anymore. Instead, successfully persuading your audience is the name of the game.

“Google’s doing the heavy lifting to make sure your ad is seen. So making sure your ad converts becomes much more important.”
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- Amy Hebdon, Founder of Paid Search Magic

2. Reduced control

As mentioned earlier, unlike with ETAs, the black box nature of RSAs means you can’t always predict which combination will be shown. That means clarity, consistency, and qualification need to be baked into every individual asset. 

Let’s look at how to do just that:

Setting up RSAs the right way

“When it comes to RSAs, you have to know your own objective for the campaign. Is it trying to grow volume? Is it trying to increase efficiency? And of course, everyone wants both, but sometimes you have to make a choice.”

In our conversation, we spoke to Amy about her repeatable process for crafting effective RSAs. 

Instead of blindly following Google’s interface suggestions, here’s the 3 fundamental steps you need to start with:

Step 1: Define your success criteria

Know exactly what success looks like before you write a single headline.

“Google will tell you your ad needs to be compelling and contain the keyword. But they’re not trying to get you to qualify the click at all.”

A high CTR means nothing if those clicks don’t convert. So define your objective: Is this campaign meant to drive lead quality, test a new segment, or scale top-of-funnel volume? The answer should shape how you write.

Key tip: If you’re chasing ad efficiency, get tighter with your messaging and pin key assets (more on this later). If you’re chasing volume, allow broader combinations and leave pinning to a minimum.

Step 2: Know your anti-audience

Every ad should attract the right users - but it should also repel the wrong ones.

“Your target audience is who you want to click. Your anti-audience is who you do NOT want to click.”

This means qualifying users before the click. To do this, including clear, specific indicators in your ad copy helps users self-select. 

Examples include qualifiers like “premium,” “enterprise,” or even price points (e.g. “starts at $800,000”) helps pre-filter traffic before the click.

This not only improves your conversion rate - it also saves wasted spend on unqualified traffic.

Key tip: Talk to your sales team. What objections do they hear most from bad-fit leads? Bake answers to those objections into your copy.

Step 3: Represent your offer accurately

Your ad must align with the landing page. That means setting expectations upfront, not after the user arrives.

Amy refers to this as “telling the story of the offer” inside the ad itself. If someone clicks expecting one thing and finds another, they’re far less likely to convert. And they may bounce before engaging at all.

Key tip: Avoid vague claims and generic calls to action. Be specific about what someone will get if they click - and who it’s for.

Why most RSAs fail (and how to avoid it)

Responsive search ads can look great in the Google Ads interface, especially when you hit that ever-alluring (if somewhat misleading) “Excellent” ad strength rating. 

But Amy warns that most underperforming RSAs have something in common: they were built to please Google, not to convert audiences.

Here are the most common RSA pitfalls - and what to do instead:

RSA mistake #1: Letting Google write your ads

RSAs often fail when marketers take Google’s “helpful suggestions” at face value. 

Relying on automatically generated headline ideas or asset suggestions might tick the boxes for high ad strength - but it rarely leads to meaningful conversions.

“What ChatGPT or Google on its own thinks a good ad looks like is pretty bad. It’s pretty generic.”

Google’s suggestions optimize for click volume, not click quality. That often results in vague, interchangeable messaging that fails to filter out bad-fit traffic.

What to do instead: Build your own ad framework. Write fewer, higher-quality headlines that align with your offer and audience - rather than stuffing in all 15 options just because you can.

RSA mistake #2: Copying competitors

Many advertisers assume that if a competitor is running a certain ad, it must be working. That mindset leads to cloned messaging across the SERP - making it harder for your brand to stand out.

“If you’re just writing versions of your competitors’ ads, that violates the principle of differentiating your offer.”

Amy warns that competitors’ ads might not be converting either. Even if they are, their offer, audience, or sales motion might differ from yours entirely.

What to do instead: Focus on your value proposition. What makes your offer uniquely valuable? What pain point do you solve better than anyone else? Your RSA should answer those questions clearly.

RSA mistake #3: Writing for everyone

Trying to appeal to a wide audience often results in messaging that speaks to no one in particular. This drives up clicks from users who aren’t a good fit - leading to low conversion rates and wasted spend.

“You want your ad to define and differentiate your offer… so you’re getting clicks from your target audience, but not from people who are unlikely to convert.”

Generic language like “Save time and money” or “Solutions for your business” might be true - but they’re also meaningless without context or specificity.

What to do instead: Use language that self-selects the right audience and subtly filters out the rest. Mention qualifiers like pricing, industry, company size, or even deal structure (e.g., “annual plans only”) to attract the right clicks from the outset.

Bottom line:

Most RSA failures aren’t caused by poor grammar or missing keywords. They’re caused by a lack of intention. 

The fix isn’t to write more headlines, test more combinations, or obsess over ad strength. It’s to treat RSAs like mini landing pages: with a clear audience, specific offer, and defined objective.

If you take away one thing from this blog, let it be this: 

Most RSAs fail because marketers are writing for the algorithm. When you hone in and start writing for the conversion, RSAs become a different animal entirely.

Should you care about ad strength?

Short answer: not really.

“Ad strength is not ad rank. It’s not a quality score. It just tells you how many places Google can run your ad.”

Recapping the point above - it pays to write for your audience, NOT for Google. 

‘Ad strength’ signified the breadth of queries Google can serve you ad against. 

• An “excellent” ad strength means your ad is eligible to show against a vast number of queries.
• A “poor” ad strength means your ad won’t show for as many queries - but this isn’t necessarily a bad thing, despite what Google would lead you to believe.

A “poor” ad strength often means you’ve used pinning or made your message more targeted - both of which can improve conversion rates, even if impressions drop. 

So if you’re chasing better CPA or ROAS, ignore the ad strength meter. Focus on relevance, clarity, and qualifying the click.

The RSA pinning debate: To pin or not to pin?

Pinning locks a specific asset into a specific position. Google penalizes this by reducing ad strength, but don’t let that scare you off.

“Pinning makes sense if you want to control the messaging. If you’re really trying to control for efficiency, pinning is a great way to do that.”

Here’s when you should pin vs. not pin:

When to pin:

• You want a consistent message across impressions
• You’re optimizing for conversion rate, not reach
• You’re running niche or highly-targeted campaigns

When not to pin:

• You’re going after volume over efficiency
• You have a broad product offering and need reach

RSA strategies by campaign type

Different campaign goals require different RSA setups. Here’s how to approach them:

1. Brand vs non-brand campaigns

For branded campaigns, clarity and consistency win. Use pinning to maintain message control.

For non-brand or competitor campaigns, consider allowing more flexibility to uncover high-performing combinations.

2. High volume vs niche campaigns

• High volume: You can afford to test more combinations, so unpinning may help.
• Niche: Use precise language and pinning to ensure your message reaches the right audience.

3. Top-of-funnel vs bottom-of-funnel

Top-of-funnel campaigns benefit from broader messaging and experimentation. Bottom-of-funnel should focus on qualifying and aligning closely with landing page offers.

How to troubleshoot underperforming RSAs

When your responsive search ads aren’t delivering, it’s tempting to immediately jump into rewrites or rip out the whole structure and start again. 

But according to Amy, effective RSA troubleshooting starts with strategic diagnosis, not guesswork.

“We need to start by getting really clear on what ‘not working’ looks like.” 

Step 1: Identify where the drop-off is happening

Before making changes, consider the following questions:

• Are impressions solid but click-through rate is low?
• Is CTR decent, but conversion rates are weak?
• Is the conversion rate good, but lead quality is poor?

Each issue suggests a different kind of fix:

• Low CTR - The ad isn’t matching the user’s intent.
• Low CVR - The message isn’t aligned with the landing page or offer.
• Poor lead quality - You’re attracting the wrong users.

Step 2: Use feedback to refine the message

Feedback from sales or CRM platforms is a goldmine for RSA improvements. Amy suggests folding common disqualifiers directly into the ad copy - not in a way that pushes people away, but that attracts only the right ones.

“There’s a reason people say, ‘That’s not for me’ when they hit your landing page. Bake that clarity into the ad itself.”

Examples include price thresholds, user requirements, or product positioning (‘premium’,’ ‘enterprise’, etc).

Step 3: Reassess your structure

A few quick structural checks:

• Too many interchangeable assets? Relevance tends to drop when you’re chasing all 15 headlines.
• Too much pinning? If volume is a goal, consider easing up. If efficiency and relevance is more important, pinned messages can help.
• Generic phrasing? You may be blending into the SERP. Even if your structure’s fine, lack of differentiation can tank performance.

Step 4: Test with purpose

RSAs offer a testing sandbox - if you approach it strategically. 

Instead of flooding your asset bank with AI-generated headlines, start with 5–8 focused ones that reflect your USP, audience needs, and landing page promise. 

Build combinations around intent tiers (e.g. informational vs commercial queries) to help Google serve the right messages.

Using AI to write RSA copy: Good or bad?

According to a poll conducted by Google Ads Expert Miles McNair, 58% of marketers are using AI to write responsive search ads - with an additional 28% using it occasionally.

…But are they right in doing so?

The answer, as with most things concerning AI, depends on how good your prompts are.

“If you’re just saying ‘write an ad based on this keyword,’ you’ll get the most generic ad possible.”

AI works best when you’ve already done the strategic thinking. After all, you can’t expect it to magically understand your positioning.

Feed it a solid brief with clearly defined audiences, value props, and goals, giving it as much information and context as possible. Then, check and refine the output thoroughly.

“If you know the offer and the audience well, you probably don’t need to rely on ChatGPT to write your ads. But it can help you think through how to phrase it.”

AI can be a useful tool - but as Frederick Vallaeys mentioned in the previous episode of the PML podcast - it’s not a silver bullet.

What the future of RSAs might look like

Responsive search ads aren’t going anywhere. As Amy points out, paid clicks are Google’s primary revenue engine - so expect RSAs to remain central.

“Google is a click monster. Paid clicks are Google’s entire revenue model. Why would it cannibalize that?”

But change is coming. In Q4 2024, Google’s market share dropped for the first time in over 15 years - a decline that could trigger a shift in how aggressively Google automates ad delivery.

“We’re getting to the breaking point… a critical mass of people think it’s too spammy. That’s going to hurt their bottom line.”

Hopefully, we’ll see Google reintroduce more transparency and controls in response - especially if advertisers continue to push back against the black-box nature of RSAs.

The role of AI overviews

AI-generated answers in search are also shaking things up, particularly for organic content. But Amy doesn’t see this as a threat to RSAs.

“If what you offer is contained in an AI overview, you don’t have an offer.”

In fact, it could filter out low-intent clicks - making paid traffic more qualified by default.

RSAs: Looking ahead

RSAs are likely to evolve in subtle but important ways:

• Better asset performance visibility
• Smarter customization options
• Greater alignment with UX standards

But expect the core format to stay. As long as RSAs drive clicks, Google will keep them front and center. 

Final takeaways: How to make RSAs actually work

If there’s one thing Amy Hebdon emphasizes, it’s intentionality. RSAs aren’t plug-and-play. They demand strategy.

Here’s a quick recap of RSA best practices:

• Define your audience - and your anti-audience
• Write to qualify, not just attract
• Don’t chase ad strength for the sake of it
• Pin when message clarity and efficiency matter
• Ignore Google’s “recommendations” if they conflict with your goals
• Use AI only after you’ve done the strategic work
• Align every ad with your landing page offer
• Think like a marketer, not a machine

Big thanks to Amy Hebdon for sharing her wealth of experience and knowledge on RSAs with us in this episode. 

If you’re not already, make sure you’re following Amy on LinkedIn to keep up with the latest developments, tips, and strategies across paid media.

And if you’re looking for a deep dive on how to master every aspect of RSAs, check out Amy’s course Magnetic RSAs to take your understanding of the ad type a step further.