What makes a good RSA headline?

Good RSA headlines include a mix of keyword-focused, benefit-focused, CTA-driven, and question-based copy. Avoid repeating the same message across multiple headlines, as Google rewards variety.

Does this tool save my inputs?

Your inputs may be cached for up to 30 days to speed up repeat generation. No personal data is stored unless you voluntarily provide your email for the notification list.

Free Google Ads RSA Builder — 15 Headlines

RSA Builder

Build Your Responsive Search Ad

Fill in your product or service details and we will generate a full set of RSA headlines and descriptions ready to paste into Google Ads.

Product or Service Name * What you are advertising (max 80 characters)

Call to Action What you want users to do (max 40 characters)

Target Keywords * Comma-separated. Add your top 3 to 5 keywords for the best results.

Unique Selling Points (USPs)

Max 50 characters per USP. These feed directly into your headlines.

Location optional City or area you serve

Offer optional Must be true and shown on your landing page

Campaign Objective

Landing page & display path for the preview and CSV export

Final URL Where the click goes

Display Path 1 0/15 characters

Display Path 2 0/15 characters

Student Code optional DMA students only — unlocks the coaching notes and PDF worksheet

Ad Strength

Good

Headlines

Max 30 characters each. Every line is editable — change the wording and the score, preview and export all update.

Descriptions

Max 90 characters each. Google needs at least two, and shows up to two at a time.

Spare Headlines

Swap-in replacements for any headline the asset report rates Low.

Ad Preview

Four steps to a complete RSA

The whole process takes under three minutes.

Enter your product and keywords

Add your product or service name and the target keywords you want the ad to rank for. Include your top three to five keywords for the best results.

Add your USPs

List the things that make your offer stand out, such as certifications, pricing, turnaround time, or guarantees. These become your strongest headlines.

Choose your objective

Select whether the campaign is focused on lead generation, sales, traffic, or brand awareness. The tool adjusts the CTA language accordingly.

Edit, then export

Every line is editable. Reword anything that does not sound like you, watch the ad strength and policy checks update as you type, then copy the assets or download the Google Ads Editor CSV.

Best Practices

Write RSAs that actually perform

These are the habits that separate mediocre RSAs from the ones that consistently hit Good or Excellent ad strength.

🎯

Use all 15 headlines

Every empty slot is a missed opportunity. Google needs variety to test combinations, and filling all 15 positions is the single biggest factor in reaching Excellent ad strength.

🔍

Include your keyword in at least two headlines

Google bolds keywords that match the search query, which increases click-through rate. Add your primary keyword in two or three headlines worded slightly differently.

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Avoid repeating the same message

If three of your headlines say "Enrol Now," Google treats them as the same signal and ad strength drops. Spread your messages across keyword, benefit, CTA, question, and trust themes.

📌

Pin only your most critical headline

Pinning reduces Google's ability to mix and match, which can lower ad strength. Only pin if there is a message that absolutely must appear, like a brand name or a legal disclosure.

📈

Watch the Asset report

After two to four weeks, check the Asset report in Google Ads. Remove headlines marked "Low" and test new angles. RSAs improve over time with regular headline refreshes.

✅

Match your landing page to your strongest headline

If your top-performing headline promises a free consultation, your landing page should lead with that offer. Message match between ad and page improves Quality Score and conversion rate.

Go Deeper

Related tools and guides

Once your RSA copy is ready, these resources will help you squeeze more performance out of every campaign.

Google Ads

Negative Keyword Generator

Stop paying for irrelevant clicks. Generate a targeted negative keyword list to protect your RSA budget.

Use Tool →

Testing

A/B Test Significance Calculator

Know when your RSA is genuinely outperforming the control, not just getting lucky with small sample sizes.

Use Tool →

Course

Google Ads Masterclass

Learn campaign structure, bidding strategy, Quality Score optimisation, and advanced RSA testing with Rajesh Menon.

View Course →

FAQ

Common questions about RSAs

What is a Responsive Search Ad (RSA)?

A Responsive Search Ad lets you enter up to 15 headlines and 4 descriptions. Google then automatically tests different combinations to find the ad copy that performs best for each user's search query.

How many headlines and descriptions should I use?

Always use all 15 headlines and all 4 descriptions. Google needs variety to optimise effectively, and filling every slot gives the algorithm the most combinations to test, which improves ad strength.

What is Google Ads ad strength?

Ad Strength is Google's rating of how well your RSA copy covers different themes and includes relevant keywords. Ratings go from Poor to Good to Excellent. Aim for Good or Excellent to improve your Ad Rank and reduce cost per click.

Should I pin headlines in my RSA?

Pin sparingly. Pinning a headline forces it to appear in a fixed position, which reduces Google's ability to test combinations and can lower ad strength. Only pin your most critical message, such as your primary keyword or brand name in position 1.

What is the character limit for RSA headlines and descriptions?

Each RSA headline can contain a maximum of 30 characters including spaces. Descriptions can be up to 90 characters each. This tool shows a character count badge on every field so you can see at a glance whether you are within limits.

How does Google choose which headlines to show?

Google uses machine learning to show the combination of headlines and descriptions most likely to result in a click or conversion for each individual search. Headlines that perform consistently well across many combinations are shown more often over time.

Can I include my main keyword in multiple headlines?

Yes, and you should. Including your primary keyword in two or three different headlines, worded slightly differently each time, increases the chance the keyword will appear in the final ad, which improves relevance and Quality Score.

Are RSAs different from ETAs?

Yes. Google retired Expanded Text Ads (ETAs) in June 2022. Responsive Search Ads are now the only standard text ad format available for new Search campaigns. If you still have active ETAs they will continue serving, but you cannot create new ones.

How many times can I use this tool for free?

You can generate RSA copy up to 10 times per day for free, with no account or credit card required. The limit resets at midnight IST and is tied to your connection, not a login. Re-running an identical build is free and does not use up an attempt, so you can keep refining the assets on screen as much as you like.

How do I improve a Poor ad strength rating?

Add more unique messages, include your primary keyword in at least two headlines, use all 15 headline slots, make sure headlines cover different themes (keyword, benefit, CTA, question, trust), and avoid pinning too many positions. Also check that none of your headlines repeat the same message.

Does this tool save my data?

Your inputs may be cached for up to 30 days to speed up repeat generation for the same product. No personal data is stored unless you voluntarily provide your email address for our notification list. We do not sell or share email addresses.

Can I use the generated headlines in Google Ads Editor?

Yes. Click "Copy All Headlines" to copy the full list to your clipboard, then paste it into a text editor or directly into the RSA headlines section in Google Ads Editor. You can also copy individual headlines one by one using the copy buttons on each card.

About This Tool

Built by practitioners, for practitioners

This tool was built by the team at Digital Market Academy in Bangalore. We train working professionals and founders in performance marketing, and we built this RSA builder to solve a real problem our students face: spending too much time staring at a blank headline box in Google Ads.

Google Ads Certified Bangalore-Based Free, Always No Signup Required

Want to Master Google Ads?

Join Rajesh Menon's live Google Ads course at Digital Market Academy and learn campaign strategy, Smart Bidding, RSA testing, and landing page optimisation from the ground up.

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Free Google Ads RSA Builder