Google search ads are different from social ads in one important way: the person has already told you what they want. They typed it into the search box. Your job isn't to interrupt them — it's to show, in a few words, that your page is the best answer to the question they just asked.
How responsive search ads work
The standard text ad format on Google Search is the responsive search ad (RSA). Instead of writing one fixed ad, you give Google a set of pieces and it assembles combinations for each search:
- 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 that appear after your domain in the ad's URL line (for example, yourstore.com/lunch-boxes/steel).
Google typically shows up to three headlines and up to two descriptions at a time, choosing combinations it predicts will perform best for that search and that person. Over time it learns which combinations work.
Because characters are tight, it helps to draft in a counter. Character limits count spaces and punctuation.
The rule that changes how you write: every headline must stand alone
Since any headline can appear next to any other, in any order, each one must make sense by itself and must not depend on another to complete a sentence. "Free Shipping on" + "All Orders Over $50" can be split up and shown as nonsense. Write complete thoughts, and avoid saying the same thing twice in different words — Google may show both together.
Cover different angles
A strong set of 15 headlines isn't 15 rewordings of your product name. It's a mix of angles so Google has real options:
- 1.Keyword headlines (3–4): include the main search term naturally. "Insulated Steel Lunch Boxes".
- 2.Benefit headlines (3–4): what the buyer gets. "Keeps Food Warm for Hours". (Only if true.)
- 3.Proof headlines (2–3): reasons to trust you. "4.8★ from 2,000+ Reviews" — only with real, current numbers.
- 4.Offer headlines (2–3): price, shipping, returns, discount. "Free 30-Day Returns".
- 5.Brand and CTA headlines (2–3): "Shop the Northway Range", "Order Today, Ships Tomorrow".
Writing descriptions
Descriptions have more room — 90 characters — so use them for what headlines can't fit: how the product works, who it's for, and a clear next step. Each should be a complete sentence or two that works with any headline.
- "Double-walled steel keeps lunch hot without a microwave. Leak-proof lid. Shop the range."
- "Free shipping over $40 and free 30-day returns. Find the right size for your bag today."
Match the search intent
Different searches signal different stages. Someone searching "best lunch box for work" is comparing options; someone searching "northway steel lunch box 1.2l" wants to buy that exact product. If you can, group keywords by intent into separate ad groups, and write headlines that answer each group's question directly. That's usually worth more than any wording trick.
About pinning
You can "pin" a headline to position 1, 2, or 3 so it always appears there. It's useful when something must always show — a legal disclaimer, or a brand name for a branded campaign. But every pin reduces the combinations Google can try, and Google's "ad strength" indicator usually drops as a result. Pin only when you have a real reason.
Ad strength is a guide, not a goal
Google rates each RSA from "Poor" to "Excellent" based on things like the number of headlines, how unique they are, and whether they include popular keywords. It's a useful nudge toward variety, but it isn't a measure of how many sales an ad will make. A "Good" ad with accurate, specific claims beats an "Excellent" ad full of vague filler.
Policy basics
Google's ads policies reject things like excessive capitalisation ("FREE SHIPPING"), gimmicky punctuation ("Buy now!!!"), unverifiable superlatives ("World's #1" without support), and claims that don't match the landing page. Your landing page must actually offer what the ad says — a discount in the ad that isn't on the page is a fast way to get disapproved.
A starter set you can adapt
For a store selling insulated steel lunch boxes:
- Headlines: "Insulated Steel Lunch Boxes", "Leak-Proof Steel Lunch Box", "Hot Lunch Without a Microwave", "Fits in Your Laptop Bag", "Dishwasher-Safe Steel", "Free Shipping Over $40", "Free 30-Day Returns", "Shop Northway Lunch Boxes", "Order Today, Ships Tomorrow", "Plastic-Free Lunch Storage".
- Descriptions: "Double-walled steel keeps food warm for hours. Leak-proof lid fits most bags.", "Free shipping over $40 and free 30-day returns. Pick your size and order today."
Every claim in that list — "hours", "ships tomorrow", the shipping threshold — is a placeholder that must match the real product and policy before it runs.
Put it into practice
Start from your keyword list and landing page, write three or four headlines per angle, and check each against the 30-character limit. Our Google Ad Generator drafts headlines and descriptions shaped for Search, so you can spend your time choosing and fact-checking rather than staring at a blank field. For social ads, see How to Write Facebook Ad Copy instead — the rules are quite different.