10 min read · Google Ads · Last updated July 2026
Quick answer: RSAs give Google up to 15 headlines and 4 descriptions to mix and match for each searcher. Google learns which combinations perform best for different queries and audiences. The key to strong RSAs: write diverse, non-redundant headlines that each stand alone — don’t write 15 variations of the same headline.
Introduction
Most RSAs have the same problem: the advertiser writes 15 headlines that are all slight variations of “Professional Web Design Agency,” “Expert Web Designers,” and “Best Web Design Company.” Google can’t learn much from assets that say the same thing.
Strong RSAs give Google real choices — a headline about location, a headline about price, a headline about social proof, a headline about speed, a headline about the guarantee. Google tests these in different combinations for different users at different stages of the buying journey.
What you’ll learn:
– How Google actually uses RSA assets
– The 5 categories of headlines every RSA needs
– How to achieve “Excellent” asset strength
– How to interpret RSA performance data
– When and how to use pinning
Table of Contents
- How RSAs Work
- Writing Diverse Headlines
- The 5 Headline Categories
- Writing Descriptions
- Asset Strength: Good vs Excellent
- Pinning — When and How
- Reading RSA Performance Data
- RSA vs ETAs — What Changed
- FAQ
How RSAs Work
When your RSA is eligible to show, Google selects 2-3 headlines and 1-2 descriptions from your asset pool. The selection is based on:
- What Google predicts will perform best for this specific search query
- The user’s context (device, location, time, history)
- Historical performance of each asset combination
- Ad strength signals
Over thousands of impressions, Google’s model learns: “When someone searches ‘emergency plumber sydney’ on mobile at 10pm, headline 3 + headline 7 + description 2 gets the best CTR and conversion rate.”
This learning happens per-asset — which means each headline must be independently meaningful. Google doesn’t always show all three headlines you expect together.
Writing Diverse Headlines
The #1 RSA mistake is writing multiple headlines that say the same thing in slightly different words:
Bad (redundant):
1. Web Design Agency Sydney
2. Sydney Web Design Company
3. Professional Web Designers Sydney
4. Web Design Experts in Sydney
5. Sydney’s Top Web Design Team
All five headlines say “we do web design in Sydney.” Google learns nothing from testing these against each other — they’ll all perform similarly.
Good (diverse):
1. Web Design Sydney
2. From $2,500 — Fixed Price
3. 150+ Projects Delivered
4. Live in 14 Days Guaranteed
5. SEO-Ready from Day One
6. Free 45-Min Strategy Call
7. No Hidden Costs, No Surprises
8. Trusted by 80+ Sydney Businesses
These give Google eight meaningfully different propositions to test — each might resonate differently depending on the searcher’s concerns.
The 5 Headline Categories
Write at least 2 headlines in each category:
Category 1: Service + Location
The “what and where” match. Helps Quality Score. Required.
Examples: “Web Design Sydney”, “Google Ads Agency Melbourne”
Category 2: Value Proposition / Differentiator
What makes you different. The thing a competitor cannot honestly also say.
Examples: “Launch in 14 Days — Guaranteed”, “No Lock-In Contracts”
Category 3: Social Proof
Numbers, awards, clients, tenure. Specific beats vague.
Examples: “150+ Websites Launched”, “Rated 4.9★ on Google (180 Reviews)”
Category 4: Price / Accessibility Signal
Pricing transparency pre-qualifies leads and improves conversion rate quality.
Examples: “Packages From $2,500”, “Free Audit — No Commitment”
Category 5: CTA / Urgency
Direct response element that tells the searcher what to do next.
Examples: “Get a Free Quote Today”, “Book a 30-Min Call”, “Claim Your Spot”
Writing Descriptions
Descriptions (90 chars each) have more breathing room. Use them to:
- Elaborate on your main headline promise
- Address the buyer’s main objection
- Provide social proof that didn’t fit in headlines
- Reinforce the CTA with next-step clarity
Description 1 example:
“We build websites that rank on page 1 and convert visitors into paying clients. Custom, not template.”
Description 2 example:
“Join 150+ AU businesses who chose Ignited Nepal. Free strategy call — no sales pitch, just a plan.”
Note how each description can work with any combination of headlines. Don’t write descriptions that only make sense paired with one specific headline.
Asset Strength: Good vs Excellent
Google’s Asset Strength rating goes: Incomplete → Poor → Good → Excellent.
What moves you from Good to Excellent:
– Having 15 unique headlines (not just the minimum 5)
– Having 4 descriptions (not just 2)
– Including video (where applicable — raises strength significantly)
– No redundant/similar headlines flagged by Google
– All assets unique across the ad’s asset pool
Note: Asset Strength is a directional guide, not a performance guarantee. Some “Good” strength RSAs outperform “Excellent” ones if the assets are simply better written. Optimise for quality, then quantity.
Pinning — When and How
Pinning forces a specific headline to always appear in a specific position (1, 2, or 3). This removes Google’s ability to test alternatives in that position.
When to pin:
– Legal disclaimers that must always show
– Promotional offers with specific dates
– Brand positioning that must always be present (Pin 1 only)
When NOT to pin:
– Just because you want to control the ad
– Because you “like” certain headlines together
– As a default approach
Over-pinning reduces learning and typically worsens performance. If you pin Position 1, 2, and 3, you’ve effectively reverted to the old Expanded Text Ad format — and Google’s learning is wasted.
If you must pin, pin Position 1 only. Leave 2 and 3 dynamic.
Reading RSA Performance Data
RSA performance data is limited. You can see:
– Overall CTR, CVR, CPA for the RSA
– Ad Strength score
– “Best” and “Good” performing assets (shown in the asset report)
You cannot see which specific headline combinations drove which conversions. Google protects this data.
What to do with asset performance labels:
– “Best” label: Keep this asset, use it as inspiration for new headlines
– “Good” label: Solid performer, keep
– “Low” label: Google isn’t using this asset much. Either improve it or replace it
– “Learning” label: Not enough data yet — leave it
When an asset is consistently labelled “Low” for 60+ days, replace it with a new variation. This is ongoing ad creative optimisation.
FAQ
Q: How many RSAs should I have per ad group?
A: 2 RSAs is the recommended minimum. 3 is fine. Beyond 3, data gets diluted and Google struggles to differentiate performance. Quality of assets matters more than quantity of RSAs.
Q: Should I delete low-performing assets?
A: Not immediately. Wait 4-6 weeks and 500+ impressions before judging. If an asset consistently shows “Low” and you have better alternatives, swap it out.
Q: Can I test two completely different messaging angles in one RSA?
A: Only if you use 2 RSAs — one for each angle. Mixing very different messaging in one RSA makes it impossible to know which angle drove results. Run Angle A in RSA 1, Angle B in RSA 2. Let Google split traffic.
Q: RSAs replaced ETAs — what’s the main practical difference?
A: With ETAs (Expanded Text Ads, now sunset), you controlled every combination. With RSAs, Google controls combinations. The tradeoff: you get Google’s optimisation for free; you lose exact control over what the searcher sees.
Q: Does Google show all three headlines every time?
A: Not always. Sometimes Google shows only 2 headlines (if the third doesn’t fit the layout or isn’t predicted to help). Write headlines that make sense even if only 2 appear together.
Conclusion
RSAs reward advertisers who think like copywriters and test like scientists. Write 15 genuinely diverse headlines. Cover all five categories. Keep descriptions independent and action-oriented. Then let Google’s algorithm do what it does best — find the combinations that work for each unique searcher.
Your job is to give Google great ingredients. Google’s job is to cook the best meal from them.
Work With Ignited Nepal on Google Ads
Our Google Ads team manages campaigns across Australia, UAE, Nepal, USA, and UK — focused on verified conversions, not just clicks.
Written by the Ignited Nepal paid acquisition team. ignitednepal.com