How to Create Google Ads Responsive Search Ads

Responsive Search Ads (RSAs) are now the standard for Google Ads. Instead of writing one static ad, you provide a variety of headlines and descriptions, and Google’s machine learning mixes and matches them to find the best combination for every single person searching in Brisbane or across Australia.

Mastering RSAs is the difference between an ad that just sits there and one that actually brings in the phone calls and enquiries your business needs. It’s about letting Google do the heavy lifting while you provide the creative ingredients.

Before You Start: The Essentials

To get the most out of this guide, you should already have:

• A Google Ads account set up (with your ABN and billing details sorted).
• An active Search Campaign and an Ad Group ready to go.
• A clear idea of the product or service you are promoting.
• A list of keywords you want to target.

---

Step 1: Navigate to the Ads Creator

First, log in to your Google Ads account. On the left-hand sidebar menu, click on Campaigns, then select Ads & assets from the dropdown, and finally click Ads.

Click the large blue plus (+) button and select Responsive search ad.

Step 2: Set Your Final URL and Display Path

The Final URL is where people land after clicking your ad. This should be a specific landing page, not just your homepage. If you're a plumber in Chermside, send them to your "Emergency Plumbing" page, not the "About Us" page.

• You have two fields of 15 characters each.
• Use your main keywords here. It doesn't have to be a real URL path; it just needs to look relevant to the user.

Step 3: Crafting Your Headlines (The Heavy Lifting)

This is where most people get stuck, and honestly, the interface doesn't help because it asks for up to 15 headlines. You need at least 5, but I strongly recommend writing at least 10–12.

Google will rotate these, so they need to make sense in any order. Here is my formula for a winning headline mix:

• Keyword-focused: Include your target keyword (e.g., "Best Electrician Brisbane").
• Benefit-focused: Tell them what they get (e.g., "Same Day Service Guaranteed").
• Trust-focused: Use social proof (e.g., "Over 500 5-Star Reviews").
• Call to Action (CTA): Tell them what to do (e.g., "Get a Free Quote Online").
• Local relevance: Mention your service area (e.g., "Serving North Brisbane Area").

Step 4: Writing Your Descriptions

You can provide up to 4 descriptions, and Google will show up to 2 at a time. Each can be up to 90 characters.

• Description 1: Focus on the problem you solve and include a keyword.
• Description 2: Focus on your unique selling points (e.g., "Family owned and operated for 20 years. Fully licensed and insured technicians.").
• Description 3 & 4: Use these for specific offers or more CTAs (e.g., "Book before Friday and save 10% on your initial safety inspection.").

Step 5: The "Pinning" Trap

Next to each headline and description, you’ll see a little drawing pin icon. This allows you to force a headline to always appear in Position 1, 2, or 3.

If you pin everything, you're basically turning a Responsive Search Ad back into an old-fashioned static ad, and Google’s algorithm will penalise your Ad Strength. Only pin something if it absolutely must be there for legal reasons or if your brand name must always be in Position 1.

Step 6: Monitor Your Ad Strength Meter

As you type, you’ll see a circle at the top labelled Ad Strength. It ranges from "Poor" to "Excellent."

• Avoid "Poor": Google might not even show your ad if it's poor.
• Aim for "Good" or "Excellent": To get here, you need to include your keywords in the headlines and make your headlines unique from one another.

Step 7: Add Assets (Formerly Extensions)

Before you hit save, look below the descriptions. You’ll see options for Sitelinks, Callouts, and Images.

In the Australian market, these are non-negotiable.

• Sitelinks: Links to other pages (Contact, Reviews, Gallery).
• Callouts: Short snippets like "Free Quotes," "Local Team," "24/7 Support."
• Images: Upload high-quality photos of your actual work or team. Avoid cheesy stock photos—Aussies can spot them a mile away.

Step 8: Review and Save

Check your spelling (remember to use Australian English—'organise' instead of 'organize'). Click Save Ad.

Your ad will now go into a "Pending Review" status. This usually takes anywhere from a few hours to a full business day. If it’s your first ad, it might take a little longer as Google verifies your account details.

---

Common Mistakes to Avoid

• Repetitive Headlines: Don't write "Plumber Brisbane," "Brisbane Plumber," and "Local Brisbane Plumber." Google views these as the same. Use the space to talk about benefits instead.
• Missing the CTA: You’d be surprised how many people forget to actually ask for the business. Always include "Call Now," "Enquire Online," or "Book Today."
• Ignoring the Mobile Preview: Most of your traffic will likely be on mobile. Use the preview tool on the right side of the screen to see how the ad looks on a smartphone.

Troubleshooting

• Ad is "Disapproved": This is usually due to "Gimmicky Grammar" (LIKE THIS) or too many exclamation marks!!! Check your punctuation and resubmit.
• Ad Strength is stuck on "Poor": You likely haven't used your target keywords in your headlines. Go back to Step 3 and ensure your top keywords appear in at least 2-3 headlines.
• Ad not showing: Check your billing. If your credit card has expired or your ABN hasn't been verified, Google will pause all delivery.

Next Steps

Once your ad is live, leave it alone for at least 14 days. Google’s machine learning needs time to test the different combinations. After two weeks, come back and look at the "Asset Details" to see which headlines are performing best and which ones you should swap out.

Feeling overwhelmed by the technical side of Google Ads? We help Brisbane businesses navigate this every day. Contact the Local Marketing Group team and let’s get your ads performing the way they should.