January 20267 min read

Ad Formats & Assets

Create high-performing ads with Responsive Search Ads, extensions, and creative best practices.

Responsive Search Ads

Responsive Search Ads (RSAs) are the standard ad format for Search campaigns in 2025. Instead of creating static ads, you provide multiple headlines and descriptions, and Google automatically tests combinations to find the best performers.

RSA Specifications

| Element | Limit | Character Limit | |---------|-------|-----------------| | Headlines | Up to 15 | 30 characters each | | Descriptions | Up to 4 | 90 characters each | | Display Path | 2 fields | 15 characters each | | Final URL | 1 | 2048 characters |

How RSAs Work

code

Your Inputs:
- 15 headlines (variations of your message)
- 4 descriptions (different value propositions)

Google's Process:
1. Tests different combinations
2. Learns which perform best
3. Serves optimal combo per user
4. Continuous optimization

Output: Up to 3 headlines + 2 descriptions shown

Headlines & Descriptions

Headline Best Practices

Optimal Number: 8-10 unique headlines (not necessarily all 15)

code

## Headline Framework

Include variety across these categories:

□ Keyword-focused (3 headlines)
  "Professional SEO Services"
  "Expert Google Ads Management"

□ Benefit-focused (2-3 headlines)
  "Increase Your ROI by 300%"
  "Get More Qualified Leads"

□ CTA-focused (2 headlines)
  "Get Your Free Quote Today"
  "Start Your Free Trial"

□ Trust signals (1-2 headlines)
  "Trusted by 10,000+ Businesses"
  "Award-Winning Agency"

□ Urgency/offer (1-2 headlines)
  "Limited Time: 20% Off"
  "Free Consultation This Week"

Character Optimization:

Front-load important words in first 15-20 characters
Include primary keyword in at least 3 headlines
Avoid redundant/similar headlines (won't show together)
Test emotional vs. rational messaging

Description Best Practices

Always use all 4 description slots. Each description should:

Stand independently (you can't control pairing)
Highlight different features or benefits
Include a call-to-action
Reinforce your headline messaging

code

## Description Framework (90 chars each)

Description 1: Primary value proposition + CTA
"Get more customers with data-driven Google Ads campaigns. Request your free audit today."

Description 2: Features/differentiators
"Certified Google Partner with 10+ years experience. Transparent reporting and dedicated support."

Description 3: Social proof/trust
"Join 500+ businesses growing with our proven PPC strategies. 4.9★ rating on Google."

Description 4: Offer/urgency
"New clients get a free competitive analysis. Limited availability—book your call now."

Pinning Strategy

Pinning forces specific headlines or descriptions to always appear in certain positions.

When to Pin

| Scenario | Pin? | Example | |----------|------|---------| | Brand compliance | Yes | Legal disclaimers, trademark terms | | Offer consistency | Yes | "50% Off" must always show | | Testing control | Rarely | A/B testing specific elements | | General optimization | No | Let Google optimize |

Pinning Impact

code

Unpinned: Google tests all combinations
- More data for optimization
- Better performance potential
- Recommended for most cases

Pinned: Forces specific positions
- Reduces testing combinations
- May impact performance
- Use only when necessary

Best Practice: If you must pin, pin to multiple positions (e.g., pin headline to position 1 OR 2) to maintain some flexibility.

Ad Strength

Ad Strength is Google's diagnostic score measuring the relevance, quantity, and diversity of your ad content.

| Rating | Meaning | Action | |--------|---------|--------| | Excellent | Well-optimized | Maintain and monitor | | Good | Solid foundation | Consider improvements | | Average | Room for improvement | Add variety | | Poor | Needs work | Major revisions needed |

Improving Ad Strength

code

Common Issues and Fixes:

"Add more headlines"
→ Add unique headlines with different messaging

"Headlines are too similar"
→ Vary themes: benefits, features, CTAs, trust

"Add popular keywords to headlines"
→ Include search terms users type

"Make descriptions more unique"
→ Each description should highlight different value

Important: Ad Strength is a best-practice indicator, not a performance predictor. An "Excellent" ad strength doesn't guarantee better results. Focus on actual performance metrics (CTR, conversions, ROAS).

Sitelink Assets

Sitelinks add additional links below your main ad, directing users to specific pages.

Specifications

| Element | Limit | |---------|-------| | Number of sitelinks | Up to 20 (4-6 shown) | | Link text | 25 characters | | Description line 1 | 35 characters | | Description line 2 | 35 characters |

Sitelink Best Practices

code

## Sitelink Examples

✓ Effective Sitelinks:
- "Free Consultation" → /contact
- "Pricing & Plans" → /pricing
- "Case Studies" → /results
- "About Our Team" → /about

✗ Avoid:
- Generic labels ("Click Here", "Learn More")
- Duplicate destinations
- Same page as main ad URL

Add at least 4 active sitelinks (6-8 recommended)
Include descriptions for 20-25% more clicks
Make each sitelink go to a unique page
Align sitelinks with user intent

Callout Assets

Callouts are short, non-clickable phrases highlighting key benefits or features.

Specifications

| Element | Limit | |---------|-------| | Text length | 25 characters | | Minimum callouts | 2 | | Maximum shown | 4 (space permitting) |

Callout Examples

code

## High-Performing Callouts

Trust Signals:
- "Free Shipping Over $50"
- "24/7 Customer Support"
- "Money-Back Guarantee"
- "Certified Google Partner"

Differentiators:
- "10+ Years Experience"
- "No Setup Fees"
- "Same-Day Response"
- "Family-Owned Business"

Urgency:
- "Limited Time Offer"
- "While Supplies Last"

Structured Snippets

Structured snippets display a categorized list of products or services under a predefined header.

Available Headers

| Header | Use For | |--------|---------| | Amenities | Hotels, venues, facilities | | Brands | Products you carry | | Courses | Educational offerings | | Destinations | Travel, shipping | | Models | Product variations | | Services | Service offerings | | Types | Product/service categories |

Example Implementation

code

Header: "Services"
Values: SEO, PPC, Social Media, Web Design, Analytics

Header: "Types"
Values: Apartments, Condos, Townhomes, Single Family

Specifications:

Up to 10 values per header
25 characters per value
Use "Types" as versatile fallback

Other Asset Types

Image Assets

Add logos and relevant images
1200x628 (landscape) and 1200x1200 (square)
Appear with search ads on certain placements

Call Assets

Add phone number for click-to-call
Schedule to show during business hours
Track calls as conversions

Location Assets

Link Google Business Profile
Show address with ads
Essential for local businesses

Price Assets

Display products/services with prices
Link to specific landing pages
Great for e-commerce

Display Ad Formats

Responsive Display Ads (RDA)

RDAs are the standard format for Display campaigns:

| Element | Specifications | |---------|---------------| | Short headlines | Up to 5 (30 chars) | | Long headline | 1 (90 chars) | | Descriptions | Up to 5 (90 chars) | | Images | Up to 15 (various sizes) | | Logos | Square + landscape | | Business name | Required |

Image Requirements

code

## Display Image Specs

Landscape (1.91:1):
- Minimum: 600x314
- Recommended: 1200x628

Square (1:1):
- Minimum: 300x300
- Recommended: 1200x1200

Logo:
- Square: 1200x1200
- Landscape: 1200x300 (4:1)

Tip: Advertisers using multiple image variations see 10% more conversions at similar CPA compared to single-image ads. Provide diverse creative options for maximum performance.

January 20267 min read

Ad Formats & Assets

Create high-performing ads with Responsive Search Ads, extensions, and creative best practices.

Responsive Search Ads

RSA Specifications

How RSAs Work

code

Your Inputs:
- 15 headlines (variations of your message)
- 4 descriptions (different value propositions)

Google's Process:
1. Tests different combinations
2. Learns which perform best
3. Serves optimal combo per user
4. Continuous optimization

Output: Up to 3 headlines + 2 descriptions shown

Headlines & Descriptions

Headline Best Practices

Optimal Number: 8-10 unique headlines (not necessarily all 15)

code

## Headline Framework

Include variety across these categories:

□ Keyword-focused (3 headlines)
  "Professional SEO Services"
  "Expert Google Ads Management"

□ Benefit-focused (2-3 headlines)
  "Increase Your ROI by 300%"
  "Get More Qualified Leads"

□ CTA-focused (2 headlines)
  "Get Your Free Quote Today"
  "Start Your Free Trial"

□ Trust signals (1-2 headlines)
  "Trusted by 10,000+ Businesses"
  "Award-Winning Agency"

□ Urgency/offer (1-2 headlines)
  "Limited Time: 20% Off"
  "Free Consultation This Week"

Character Optimization:

Front-load important words in first 15-20 characters
Include primary keyword in at least 3 headlines
Avoid redundant/similar headlines (won't show together)
Test emotional vs. rational messaging

Description Best Practices

Always use all 4 description slots. Each description should:

Stand independently (you can't control pairing)
Highlight different features or benefits
Include a call-to-action
Reinforce your headline messaging

code

## Description Framework (90 chars each)

Description 1: Primary value proposition + CTA
"Get more customers with data-driven Google Ads campaigns. Request your free audit today."

Description 2: Features/differentiators
"Certified Google Partner with 10+ years experience. Transparent reporting and dedicated support."

Description 3: Social proof/trust
"Join 500+ businesses growing with our proven PPC strategies. 4.9★ rating on Google."

Description 4: Offer/urgency
"New clients get a free competitive analysis. Limited availability—book your call now."

Pinning Strategy

Pinning forces specific headlines or descriptions to always appear in certain positions.

When to Pin

Pinning Impact

code

Unpinned: Google tests all combinations
- More data for optimization
- Better performance potential
- Recommended for most cases

Pinned: Forces specific positions
- Reduces testing combinations
- May impact performance
- Use only when necessary

Best Practice: If you must pin, pin to multiple positions (e.g., pin headline to position 1 OR 2) to maintain some flexibility.

Ad Strength

Ad Strength is Google's diagnostic score measuring the relevance, quantity, and diversity of your ad content.

Improving Ad Strength

code

Common Issues and Fixes:

"Add more headlines"
→ Add unique headlines with different messaging

"Headlines are too similar"
→ Vary themes: benefits, features, CTAs, trust

"Add popular keywords to headlines"
→ Include search terms users type

"Make descriptions more unique"
→ Each description should highlight different value

Important: Ad Strength is a best-practice indicator, not a performance predictor. An "Excellent" ad strength doesn't guarantee better results. Focus on actual performance metrics (CTR, conversions, ROAS).

Sitelink Assets

Sitelinks add additional links below your main ad, directing users to specific pages.

Specifications

| Element | Limit | |---------|-------| | Number of sitelinks | Up to 20 (4-6 shown) | | Link text | 25 characters | | Description line 1 | 35 characters | | Description line 2 | 35 characters |

Sitelink Best Practices

code

## Sitelink Examples

✓ Effective Sitelinks:
- "Free Consultation" → /contact
- "Pricing & Plans" → /pricing
- "Case Studies" → /results
- "About Our Team" → /about

✗ Avoid:
- Generic labels ("Click Here", "Learn More")
- Duplicate destinations
- Same page as main ad URL

Add at least 4 active sitelinks (6-8 recommended)
Include descriptions for 20-25% more clicks
Make each sitelink go to a unique page
Align sitelinks with user intent

Callout Assets

Callouts are short, non-clickable phrases highlighting key benefits or features.

Specifications

| Element | Limit | |---------|-------| | Text length | 25 characters | | Minimum callouts | 2 | | Maximum shown | 4 (space permitting) |

Callout Examples

code

## High-Performing Callouts

Trust Signals:
- "Free Shipping Over $50"
- "24/7 Customer Support"
- "Money-Back Guarantee"
- "Certified Google Partner"

Differentiators:
- "10+ Years Experience"
- "No Setup Fees"
- "Same-Day Response"
- "Family-Owned Business"

Urgency:
- "Limited Time Offer"
- "While Supplies Last"

Structured Snippets

Structured snippets display a categorized list of products or services under a predefined header.

Available Headers

Example Implementation

code

Header: "Services"
Values: SEO, PPC, Social Media, Web Design, Analytics

Header: "Types"
Values: Apartments, Condos, Townhomes, Single Family

Specifications:

Up to 10 values per header
25 characters per value
Use "Types" as versatile fallback

Other Asset Types

Image Assets

Add logos and relevant images
1200x628 (landscape) and 1200x1200 (square)
Appear with search ads on certain placements

Call Assets

Add phone number for click-to-call
Schedule to show during business hours
Track calls as conversions

Location Assets

Link Google Business Profile
Show address with ads
Essential for local businesses

Price Assets

Display products/services with prices
Link to specific landing pages
Great for e-commerce

Display Ad Formats

Responsive Display Ads (RDA)

RDAs are the standard format for Display campaigns:

Image Requirements

code

## Display Image Specs

Landscape (1.91:1):
- Minimum: 600x314
- Recommended: 1200x628

Square (1:1):
- Minimum: 300x300
- Recommended: 1200x1200

Logo:
- Square: 1200x1200
- Landscape: 1200x300 (4:1)

Tip: Advertisers using multiple image variations see 10% more conversions at similar CPA compared to single-image ads. Provide diverse creative options for maximum performance.