Responsive Search Ads in the Age of AI: How to Write RSAs That Consistently Win
In 2022, Google retired Expanded Text Ads and made Responsive Search Ads the only standard format for Google Search campaigns. In 2026, RSAs have evolved into a fully AI-driven creative system. You provide the raw materials — up to 15 headlines and 4 descriptions. Google's AI assembles, tests, and continuously optimizes the combinations most likely to drive performance for each individual search query, user context, and device. Understanding this AI-human partnership — what the system needs from you to perform at its best, and what it will figure out on its own — is the key to writing RSAs that consistently outperform your competition. This is the complete guide. How Google's AI Tests RSA Combinations With 15 headlines and 4 descriptions, Google can theoretically construct over 43,000 unique ad combinations. The AI doesn't test these randomly. It uses a multi-armed bandit algorithm that continuously allocates more impressions to combinations showing early positive s...