Responsive Search Ads (RSA) vs. Expanded Text Ads (ETA)

Muhammad Mubashir

Mar 27 • Notes 📝

1. Responsive Search Ads (The New Way)

Headlines: You provide up to 15 different headlines.
Descriptions: You provide up to 4 descriptions.
Optimization: Automatic. Google mixes and matches your headlines and descriptions to see which combination works best for each user.
Combinations: Over 40,000 possible versions of your ad.
Benefit: Saves time and uses AI to find the best-performing message.

2. Expanded Text Ads (The Traditional Way)

Headlines: You provide only 3 headlines.
Descriptions: You provide only 2 descriptions.
Optimization: Manual. The ad stays exactly how you wrote it; you have to change it yourself if it's not working.
Combinations: Only 4 possible versions.
Benefit: Gives you total control over exactly what the user sees every time.

Important Note

Google has now made Responsive Search Ads (RSA) the default. In most modern campaigns, you will primarily use RSAs to let Google's AI do the heavy lifting.

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