Responsive search ad limits
- Headlines: up to 15, each up to 30 characters. You need at least 3.
- Descriptions: up to 4, each up to 90 characters. You need at least 2.
- Display path: two optional fields of up to 15 characters each, shown after your domain.
Google mixes and matches your headlines and descriptions to build an ad for each search, so every line must make sense on its own and next to any other line.
Write headlines that work in any order
Give Google a varied set rather than ten versions of the same idea. A good mix covers:
- The keyword: "AC Repair in Dubai"
- A benefit: "Cool Again the Same Day"
- A feature: "Licensed Technicians"
- Proof: a real rating, number of jobs or years in business, if you have it
- An offer: only one you actually run
- A call to action: "Book a Technician Today"
Descriptions that fill the gaps
Use descriptions for the detail headlines cannot hold: what is included, who it is for, why choose you and what to do next. End each one with a clear action.
Policy basics
- No exclamation marks in headlines, and no unnecessary capitals or repeated punctuation.
- No phone numbers in the ad text. Use call assets instead.
- Superlative claims need proof that is visible on your landing page.
- Prices and offers must match your landing page.
Pinning and testing
You can pin a headline to position 1, for example to always show a required disclaimer or your brand. Pin sparingly: every pin reduces the combinations Google can test. Review asset performance after the ad has run for a while and replace weak lines with new angles.
Match the landing page
The ad is a promise. When the page repeats the keyword, the offer and the call to action from your ad, visitors know they are in the right place and are more likely to convert.